Quick: What’s the top reason for customer dissatisfaction? Unmet expectations. And while failed expectations happen for many reasons, at the core of every disappointing service experience is a breakdown in trust.
Whether that happens due to a broken promise time or another example of miscommunication, it still means that an advisor or manager overpromised results or underdelivered on educating the customer – the very thing that builds trust. Indeed, most subpar customer experiences happen because they either don’t trust you, don’t understand, don’t see a need or don’t feel there is any benefit or value.
The simple fact is by explaining the need and educating the customer, service employees build trust and show value organically. Of course, doing that starts with the typical four “Cs” of repair order writing: complaint, cause, correction and confirmation. But to go above and beyond, remember to apply the following new four “Cs” to your routine. They just may help improve CSI scores and build more profitable orders:
Customers come to your service drive looking for help. Often, they know little or nothing about the mechanical operation of their vehicle. As a result, they arrive distrustful and on the look-out for broken promises. Add to that the fact that vehicle service and repair isn’t usually the highlight of someone’s day, and it’s easy to see how a little courtesy can disarm the crankiest customer. Make it a point to develop a routine based on a personalization and courtesy. From a cheery “hello” to a personal approach, courtesy goes far in establishing the right tone of conversation.
You’re not filling out one of 20 repair orders. You’re helping a fellow person get their vehicle serviced with the least amount of friction to their day. Caring means going above and beyond to overdeliver in those occasional moments when a customer needs a little more than the standard operating procedure. Caring is making the effort, even though you may not have to do so. When that happens – when you care about the experience you help to create – that’s when you deliver on the business objective of happy customers and profitable service. Buying into the service process, from the technology you use to the established advisor routine, is the first step toward creating an experience founded in empathy, caring, and respect.
Making your customers comfortable doesn’t mean buying overstuffed furniture for the service waiting room. Rather, it symbolized the comfort of expertise: when you explain the value of a service, and “sell the why,” you’re creating an environment of comfort from which the customer will base his or her decisions. Remember, chances are they have been taken advantage of at another repair shop. Showing your commitment (to them) and expertise (as a service professional) increases their comfort zone.
Having confidence in what you say makes people feel confident in you. That’s a simple truism we all know, and one that’s especially important when it comes to service. Think of it this way: as the source of information, you’re the expert – and the customer takes your lead. If you project a friendly, assured and confident persona, they’ll be far more likely to trust what you say and agree with your suggestions. Remember, however, that confidence without the steak is just a bunch of arrogance with a whole lot of sizzle. So, if you act confident without being able to back up those promises, the trust you build will soon deteriorate.
The bottom line is what trust does: make people feel important and empowered. Or as Mary Kay Ash said: “Pretend that every single person you meet has a sign around his or her neck that says, ‘Make me feel important.’ Not only will you succeed in sales, you will succeed in life.”
By Ridge McCoy
Ridge McCoy is a regional performance manager for Dealer-FX. With 20 years’ experience in the automotive space as a technician, service advisor and shop manager, Ridge has participated in over 1,800 hours of sales, leadership and customer service training. He holds an Automotive Management degree from AMI, a business degree from Northwest University and has served as mechanical chair of the Automotive Service Association in King County, Washington.
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