Daniel Vaczi
Stellar customer service turns one time customers into loyal patrons. It also builds positive perceptions, and emotional ties with your target market that ultimately shape your brand.
So what exactly is stellar customer service?
I experienced it firsthand today at a car dealership service department of all places. This was a big surprise for me. I usually steer clear of dealership service departments. My perception of dealerships has always been that they are over priced and impersonal.
I have been taking my truck to a “mom & pop” repair shop close to my house for years, but this morning my “Brake System Failure” light came on as I pulled in to the office parkinggarage. I was forced to find the closest service center. “Failure” seemed pretty serious.
The closest service center was a dealership. I showed up as a first time customer and left a loyal patron ready to spread the word. That’s what Stellar customer service will do.
Here is how they did it:
1. Start off on the right foot -
There were two dealerships that where reasonably close. I called both to ask if they could take a look at my truck that day. They both said “yes”, but the personal touch that Jose, the service manager at Mike Calvert Toyota extended sold me on his dealership.
To be more specific, it was the simple words “I can fit you in, just ask for me when you get here”. It reminded me of the personal service that I was accustom to at my usual smaller shop. I was greeted with the same professionalism and can do attitude when I showed up. He filled out the paperwork for me, and showed me to the waiting room.
2.Your brand is not your logo
– Your brand is shaped by every touch point a customer has with your company. Your marketing components, office environment, even the person that calls on accounts receivable shapes your brand.
The waiting room at the dealership had newer modern furniture, flat screen TV’s, WiFi, and best of all an amazing cappuccino machine. I had 2 cups! This nice environment made the wait so much easier.
3.Treat your customers fair and they will come back–
About an hour after I arrived, Jose called me over. I was ready for bad news and a big bill. He said it was just a little low on brake fluid. Feeling relived, I asked how much I owed. He said “no charge”. I was blown away! This seemed completely out of line with my perception of dealerships. This was the icing on the cake.
Service like this makes me want to spread the word. Needless to say, I will be taking my truck back to Mike Calvert Toyota for any future repairs. When I am in the market for a new truck, where do you think my search will start? They gained a new loyal customer for the cost of brake fluid.
The whole experience has positively shaped my perception of the Mike Calvert Toyota brand. They are definitely leaders in their industry and understand what it takes to build a strong brand. Strong brands evoke trust and trust comes from exceeding your customer’s expectations.
What are you doing to exceed expectations, and gain LOYAL customers?