Customer satisfaction the final piece to the puzzle

Jan. 1, 2020
When comparing one service business with another, the common denominator is the customer.

When comparing one service business with another, the common denominator is the customer. Customers come in all shapes and sizes, with unique perspectives on how things should be done. This is especially true in regards to the everyday events that affect their lives. I've always felt that 97 percent of my customers are a pleasure to do business with. It's the remaining 3 percent that give me a pounding headache.

Communication is the key ingredient to successful customer service. I believe the automotive repair industry gets its bad rap from the lack of communication between service provider and consumer.

The independent repair shop typically is owned and operated by a technician-turned-owner. This person might be a great technician with a solid work ethic, but often lacks the training and skills to manage customers on a daily basis. This creates problems in communication. It is one thing to tell a person something, but it's an entirely different matter to ask them to fully understand complex information. Every person absorbs information in different ways; you have to figure out how to deliver it to each customer.

Our goal as service providers is to address the customers' needs and wants, perform the desired services and make a profit doing so. If there is a misunderstanding along the way, it can create a customer satisfaction nightmare.

One example is the diagnosis of noise complaints. We make sure to test-drive every noise complaint with the customer in tow so they can identify the noise they hear. This is critical, because in most cases there are multiple noises but only one that concerns the customer. If the customer pays good money to diagnose and repair the wrong noise, they will be dissatisfied. In cases such as this, simply communicating and following a diagnostic process can ensure customers' needs are met.

Outside factors also can lead to problematic customers. There are those who have a bad day at work, receive bad news about a loved one or are burdened by financial problems. Negative service experiences are likely to influence a consumer's attitude, too. In cases such as these, shops should talk to the customer and find out what is bothering them. If it is something the shop did, they can fix the situation. If the damage was done by another shop, they can always empathize with the consumer.

Customer service is one of the most challenging and important pieces in the service puzzle. You can do everything "by the book," but if the customer's concerns are not addressed, they will leave dissatisfied. Unfortunately, they probably will never do business with you again.

While there may be nothing you can do to regain a client's confidence, there are ways to prevent unpleasant situations. Analyze your internal customer service procedures. Talk with your staff about good customer service and bring problems to their attention. At the same time, take advantage of resources such as industry dealer and manufacturer associations, or local colleges and business groups. All of these organizations offer opportunities to learn and improve customer service skills. Take advantage of these offerings because without customers, we have no reason to open our doors.

Chuck Hartogh is vice president and co-founder of C&M Auto Service Inc. of Glenview, Ill., and Vernon Hills, Ill., and is an ASE-Certified Master, L1 Technician. (ASA).

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