Trite but true – the customer is always right
The next morning he was waiting at the gate when I arrived. He had found a few flaws in the work, and wanted them corrected. I agreed with him, took care of the problems and he drove away. By lunch time he was back with more issues. It was a busy day and I wasn't interested in seeing him again. I asked him what the problem was, and he showed me a few more issues, only this time, I felt like I needed a magnifying glass to see them. I thought to myself, what was this guy expecting? A show paint job for a couple hundred bucks? I took care of the issues, promising my techs, who were beginning to get as frustrated as I was, that this would be the end of this "problem" customer. He seemed happy when we delivered the car back to him, and I felt relief when he drove away.
At 4:30 p.m. he was back. He had a list this time, and began going over each item, one by one. After about the 10th unbelievably minor issue, I lost my temper and told him we were done with his car, we were not fixing anything else, and threw him off the property. As he drove away I told him never to come back. I slapped my hands in a final gesture as I watched him drive away. I took care of that one, I thought. About 10 minutes later, the general manager of the dealership walked back to the shop. Right next to him was the customer I kicked out! Very unhappy, the GM mandated that we take care of all his concerns immediately. That GM knew the value of good customer service, and he taught me an important lesson on that day.
Customer service is the cornerstone of your business. It's the most important function of any employee in the facility. It's more important than the repair quality itself. A happy customer will tell one or two friends about their experience. An unhappy customer will tell everyone they know. What you may lose in time and money taking care of a customer's issues you will earn back tenfold.
I never forgot this lesson and still employ the same logic today.
Consumer expectations have changed dramatically during the past 25 years. All of us, as consumers, expect good service when we go to a restaurant or a retail facility. In the same vein, our customers expect no less when they come to us. They expect and deserve professional repairs and good service.
Designated driver
In order for a Customer Satisfaction Index (CSI) program to be successful, someone has to drive the program. In smaller shops it can be the owner, but in larger, more corporate environments, it has to be several people. The owners, the regional people and the store managers all have to live, eat and breathe customer service. Your driver must truly embrace the philosophy. By doing so, all the other employees will follow. If your designated driver needs training, contact your paint company. Almost all of them offer CSI classes. I-CAR and local colleges may offer them as well. Get as many of your employees into these classes as you can. Education in any form is always beneficial.
I suggest sending your entire shop to these classes so that they begin to get exposed to the ideas they impart. Once the entire shop truly believes, achieving your stellar customer service goals will be much easier.
Beyond philosophy
Providing stellar customer service starts with a philosophy and is fulfilled with a process. Think about your favorite restaurant. Do you go there just for the food, or do you go there because of how you feel when you are there? You probably feel taken care of, important and appreciated. All emotions every consumer wants to feel, even in a collision shop. Remember, this is a service industry. You must provide a service that exceeds the customer's expectations if you want to win that customer. Anybody can fix a car. Most can satisfy their customers. Your goal should be to exceed expectations and really wow the customer – every customer. Even the difficult ones.
Your process should be written out in a formal manner. Once put to paper, you, as the driver, must set expectations so that your employees will follow the process. You can make the process as detailed as you like, covering every aspect you can think of, or you can make it pretty simple. I think that common sense, and always treating the customer like you would want to be treated, works well.
Turn on the empathy
Most customers that come into a collision shop are not happy. One of their most prized possessions has been damaged and someone they love may have been injured in the accident. When speaking with your customer, remain empathetic and show some understanding and caring. A few heartfelt questions like "Is everyone OK?" or "Was anyone injured?" will help show the customer that you care about them, and not just the car. This is a people business. There is a fine line between sympathy and empathy. Most people don't want sympathy, but a little understanding goes a long way.
Always greet your customers with a smile and a warm greeting. Nothing is more aggravating than walking into a shop and getting the feeling you are being ignored. Even if your people are on the phone or with another customer, always take a second by excusing yourself from the call/customer in front of you and greeting the other person. Simply smile and explain you are helping some one, but you will be with them shortly. Try to keep them waiting for less than three minutes. Studies show people begin to feel frustrated that quickly. Giving them some recognition buys you this time easily. I also suggest that most shops should attempt to schedule estimates. Doing so will help customers feel you are better prepared for them when they arrive.
Communicate openly, directly
Once you have spoken with the customer and shown some empathy for their situation, it is time to communicate the damage, the process the repairs will take, how long they will take and how the customer will be updated.
Most customers don't know as much as you or your staff about their cars and how they are built, so when explaining the damage, try to use layman's terms or use examples that will help them better understand what you will be doing to their cars. Taking the customer on a shop tour to show them repair examples is a great way to make them feel better about the repair. Explain to them thoroughly what is involved in the repair and how long the repairs may take. Explain all of the contingencies involved with regard to parts. Make sure your timetable is accurate and allows for some slush or error. Keep in mind that if you tell a customer it will take about five to seven days to fix their car, they will hear five.
Again, make sure all communication is open and direct. Once you have described the repairs, gone over the estimate and explained the timetable involved, ask your customer how often and in what way they would like to be updated regarding the repair progress. Make sure you note that and follow it.
Proactive calling is key. If a customer has to call you to find out how repairs are progressing, they will not be as happy as the people you have contacted proactively. Any unexpected delays should be communicated immediately.
Good communication is important when speaking with insurance companies, too. They can greatly influence your workflow.
When the vehicle is dropped off at your shop for repairs, go over the repairs with the customer again while checking in their vehicle. During the check-in process, note any unrelated damage on the car, the current mileage and fuel level. Doing so will prevent misunderstandings later, and also give you the opportunity to try and upsell additional damage at that time. It is also an opportunity to refresh the customer on the repair timetable.
When delivering the repaired vehicle, make it an event. Don't simply throw the customer the keys and point the car out in the lot. Have the vehicle brought up to the customer and go over the repairs with them. Show them the areas that were repaired and painted, detail your warranty and offer them your card in case they need future repairs.
If you are using a CSI follow-up service, let the customer know that they will be getting a call from your CSI company in a few days. Ask for a good score. People will be more likely to provide a good score if they are asked.
Just like a flaming desert in your favorite restaurant, the presentation may be more impressive than the meal itself. That image of the beautiful desert or meal will probably last longer than its taste. The same will hold true of this process. Your customers will remember how well they were taken care of by you and your staff, and will not go anywhere else if they need future repairs.
