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Fixing Perception, and Not the Car

The best thing you can do in product...

..issues that are 'normal', is address 'perceived problems' up front. Case Study: While providing input recently in developing an advertising campaign for a dealership, much consideration went into the content of the piece, which contained a section dedicated to the Fixed Operations. It was decided that in place of a general FAQ, or other eye candy, that the dealership should address �known issues� that were currently active customer concerns in the service lane. One concern that was brought up in the discussion was that in a marketing piece, you may want to avoid bringing to light, some known product issues. My argument was opposite. Make it plain and obvious, that you and your team are committed professional experts in the servicing of the customer�s vehicle. So much so in fact, that you can advise them ahead of their complaint, in case they experience the issue. The feedback has been extremely positive in this case. The examples given referred to in �Known Issues� are a fuel tank �sloshing noise� at certain fuel levels, and reduced headlamp life due to the configuration of daytime running lamps. A great deal of feedback has been received by the dealership as a result of the information shared in the mail piece, indicating that the customers understood the explanation provided, and appreciated the information. The effects of this are:

Increased customer confidence in your product knowledge
Reduced customer dissatisfaction with the product, prior to their arrival in your service lane
Preemptive information sharing exhibiting your dedication to the customer�s ownership experience
Increased CSI since you are not having to overcome these issues at time of service

Previously, these issues were being addressed in a reactive manner, during service consultation. During the consultative process, the customer would be assured that technicians would investigate the normalcy of their car, based on the fact that there were design constraints among the models affected; that caused this to be expected operation, or normal. To learn more, sign up today to see how we can help you in your organization.