Vote for me!!!

 This election season, we are deluged with information that says we as voters need to make an informed decision. This makes me think of how our customers "vote".  Why do they choose one retailer over another?

Do they cast their vote in your favor because your repair facility is clean and accessible? Is it because there is coffee in the waiting room, a morning newspaper and possibly a TV set to help pass the time?

In traveling to dealerships around the country, I hear again and again that the customer wants the personal relationship that caring, well trained service representatives provide.  Like the old Cheers song, they want to go "where everybody knows your name". Now that does not mean the service advisor needs to memorize each customer's name.  What it means is that we need to have the processes and people in place to make sure the customer feels different about the service experience they receive. Not radically different, but just enough so they really want to come back and see us. In other words, they cast a vote of confidence for us.

Voter confidence begins in service with a good reservation system that says "we were expecting you".  The ability and willingness to handle the customer that just "stops in" for maintenance is also important.  A prepared service department has the information needed for today's business at their fingertips.  Spending an extra minute with each customer to understand their concerns also sets you apart.  Going to the vehicle and making notes of all the customer's wants and needs will help ensure that the right information gets to the technician, all work necessary is completed, and the vehicle is fixed right the very first time.  And even identifying obvious needed repairs and maintenance are appreciated, allowing the customer to make a decision based on their specific situation. In other words, give the customer plenty of reasons to vote for your dealership!

The route we take to build the relationship with our customers is making commitments and living up to them.  Successful politicians usually keep their promises. When we tell the customer we will call them, we need to make the call.  When we offer to do a complimentary inspection on the vehicle, the results need to be shared, whether the vehicle needs work or not.  All these actions show the customer that we are committed to their satisfaction and ultimately, our success too.

Where we choose to do business is dependant on many factors.  My "vote" goes to the retailer or service person that cares about my needs.  See you at the polls!