It may seem like a far-fetched concept, but outstanding customer service is the key to creating loyal customers in the automotive industry. In an age of increased competition and the continued rise of demanding customer expectations, it’s important to explore ways in which you can enhance both your online and offline services for your clients. Here are some of the techniques that can help you take your customer service to a whole new level in your automotive business.
- Prioritize Clear Communication
Communication is the key to excellent customer service so make sure that all interactions with customers are clear, timely and detailed. The moment you schedule an appointment with a customer – and until the moment they pick up their vehicle – make sure they’re apprised of the status of their service or repair, including any updates and questions they may have. Keep it clear and to-the-point, but drop the automotive jargon when talking to customers.
- Invest in Training and Development
Remember that your team is the face of your business. Spend a percentage of your budget on regular training to keep your staff up to speed and informed. Improved training will allow your team to handle most customer queries and issues, because well-trained staff can provide a more professional and often courteous service. Use your training modules to highlight the importance of empathy, listening skills and problem-solving.
- Streamline the Service Process
Smooth frictionless work processes can contribute to customer satisfaction.Scheduling systems should be optimised so that the time spent waiting to be seen is minimised, and service procedures should be made as uncomplicated as possible while administering the services. Service should be conducted in a way that is convenient to the consumers. Digital technology could be used for enhancing service such as an online booking system and automated reminder system.
- Offer Personalized Experiences
Several personal touches can make a big difference when a customer feels valued. Call customers by their first name and when possible, reference their service history. Unlike taking someone’s order at McDonald’s, personalising an auto service enhances the customer’s feeling of unique value, especially if you can make recommendations based on what you know about their most recent needs relative to the vehicle’s condition.
- Provide Transparent Pricing
Pricing transparency can also foster trust and prevent confusion. When you’re presenting estimates for services or repairs, make sure the customer knows exactly what the costs represent and why. If there is a need for more work than first thought, provide an explanation and cost estimate before proceeding. This also ensures that you can manage their expectations and prevent unwanted surprises.
- Enhance Convenience and Comfort
Try to make the experience of getting the service as painless and comfortable as you can. Provide a pleasant waiting room with snacks and drinks, and Wi-Fi. If customers cannot wait on-site, consider providing shuttle vans (or loaner cars). Simple little things like these can make a big difference.
- Solicit and Act on Feedback
Ask your customers what they want. Send out surveys, follow up on orders by calling customers, or create feedback forms. Be sure to not only ask for input but also act on the replies – showing your customers that you’re actively working to improve things on their behalf.
- Build Strong Relationships
Develop meaningful relationships with your people. Talk to your clients not just about what they’re buying, but also about related topics such as vehicle maintenance or other important information, and stay connected to them regularly. Keep the interactions going to maintain long-lasting relationships, which will eventually lead to repeat business.
- Address Issues Promptly
But even when something does go wrong, solve the problem quickly and be regardful. The golden rule applies: chop yourself into small pieces, and then spread them out. The New York Times columnist David Pogue said it well during an interview: ‘if you’re training your team – even if it’s just you and your sister – [to] handle complaints in a sincere, empathetic manner over the phone and to try to give a solution that makes the customer walk away happy … that goes a long way toward softening a harsh experience’.
- Celebrate Customer Loyalty
To address the first circle back up, find ways to appreciate your loyal customers by offering perks. You can create a ‘buy-X-get-Y’ type of discount programme, offer a discount on future services or even write thank-you notes. Celebrating customer loyalty makes them feel appreciated as well as encourages further loyalty and business.
Conclusion
In a cut-throat automotive industry, being able to differentiate from competitors depends largely on the service experience you offer to your customers. A clear communication strategy, high staff training budgets and slick processes are pivotal in creating a service experience that keeps the customer in awe and is extremely difficult to break.
