The Dollars are in the Details
Things that are golden: The golden arches, a day on the lake, the illusive pot of gold at the end of a rainbow, moments with your kids and the details when servicing your customers.
People have a lot of choices when deciding where to get their vehicles serviced. When you distinguish yourself and focus on creating relationships with your clients, you are more likely to build your customer base. If you go the extra mile for your customers, they will go the extra mile for you — literally.
“I was at a restaurant a couple weeks ago for a charity event when a customer waved me over and introduced his wife. I knew he taught at a college,” said Len Minco, owner of Kwik Kar in Hudson Oaks, Texas, and Aledo, Texas. “He told me, ‘your shop is in my lesson plans. I talk about customer experiences and satisfaction. I made a whole map of places where I could get my vehicle serviced between my home and my job. I then asked my students to write an article on why I go to your business when I can go to a lot of places that are closer to me. Their conclusion is always that I go to you because of your exceptional customer service.’”
Minco continued by saying, “I had another customer tell me he lives three miles from a similar shop, but the reason he continues to drive 16 miles to my shop is because he knows that he is going to get the same quality service every time.”
If you talk to Lenny Saucier, director of training for Louisiana-based Take 5 Oil Change, he will tell you that company culture and customer service are a direct reflection of one another, and we agree with him.
“A lot of the details we incorporate have to do with the atmosphere of our shop. Our employees love the customers and their jobs. When the customers come in they are happy to see us, and we are happy to see them. It just creates a culture of happiness,” Saucier said. “The majority of our customer service model is based around southern hospitality. I am based out of New Orleans, Louisiana, and when we work with a customer, we approach it like we are inviting them into our house. We call them by name and offer them a free drink. We don’t have a waiting room, so our customers are in front of us the whole time. Every employee must be working up to the highest standard at all times.”
Incorporating a few small things into your company culture will increase your reputation of superb customer service and drive customers and dollars right into your bays. Oh, and did we mention that most of these suggestions are either free or low-cost and easy to implement?