Do Your Service Customers Like You?

Lance Boldt, AutoNet TV

By Lance Boldt

Accord­ing to a recent Con­sumer Reports Annu­al Auto Sur­vey, 73% said that they were either com­plete­ly or very sat­is­fied with their repair shop.  I thought it inter­est­ing to look at rea­sons most often cit­ed for dis­sat­is­fac­tion.

Prices Are Too High
38% of the dis­sat­is­fied cite high prices as the rea­son.  So 10% of all cus­tomers thought the price was too high (the occur­rence was about 31% high­er for deal­er­ships than for the after­mar­ket).  What we don’t know is whether those prices were actu­al­ly high­er than the oth­er 90% or even high rel­a­tive to oth­er shops in the area.  But the prices were high­er than these peo­ple thought they should be.  Per­cep­tion.

Car Wasn’t Fixed Prop­er­ly
Over 25% said that the prob­lem wasn’t fixed prop­er­ly.  It’s hard to lay this one on the cus­tomer – even if they just dropped it off with a note that says “weird sound when I turn”.  Not man­ag­ing your own process can’t be the customer’s fault.

  • The ser­vice advi­sor has the respon­si­bil­i­ty of gath­er­ing all the infor­ma­tion nec­es­sary to under­stand the customer’s per­cep­tion of the prob­lem
  • From there, the cus­tomer needs to be edu­cat­ed on the diag­nos­tic process
  • After the “fix”, the tech­ni­cian needs to eval­u­ate & test dri­ve to make sure the vehi­cle is tru­ly ready for the cus­tomer
  • If the diagnosis/repair is ten­ta­tive, the cus­tomer should get a thor­ough expla­na­tion when pick­ing up the vehi­cle and be coached on what to expect and do if Plan A doesn’t pan out.  Cash­ing out with no caveats is a recipe for dis­sat­is­fac­tion.

Took Longer Than Expect­ed
21% said that the work took longer than expect­ed.  Of course you give your cus­tomer a rea­son­able esti­mate of when they can expect the work to be done based on the job and the shop sched­ule.  Then Mur­phy ’s Law takes over and things start to go wrong.  Some delays are tru­ly out of your con­trol – and some you maybe con­tribute to, just a lit­tle bit.  Either way, com­mu­ni­cat­ing with your cus­tomer as soon as pos­si­ble will help man­age expec­ta­tions.

Lance Boldt is Vice Pres­i­dent and Co-Founder of AutoNetTV.  AutoNetTV’s dig­i­tal sig­nage prod­ucts deliv­er enter­tain­ing and edu­ca­tion­al TV pro­gram­ming to the lob­bies of auto­mo­tive ser­vice and repair busi­ness­es as well as dig­i­tal menu boards and auto­mo­tive web­site video con­tent. Click here to read the entire arti­cle.




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