Two things happened recently that changed my whole perspective regarding the relationship with our customers. I always knew a relationship was important, a priority, but not to this level. A level that makes customer interaction much easier and more fun.
We have an older customer, Charles T, who always handles the maintenance of his and his wife’s car. I get a call from his wife, Agnes, whom I’ve never talked to. I’m thinking the worst-case scenario, and now how do I ask the tough question? I somehow get it out. She says yes, he passed away. I proceed to give her my condolences, and I tell her how much he meant to me: his stories, that he fought in Vietnam, that he regularly met with his long-time buddies for coffee, that he often talked guns with the shop owner, and so on.
She then said: “He loved you guys.”
Wow! That brought tears to my eyes. How many of your customers have said that? You’ve got to have a great relationship to get that compliment. You won’t get that if your main concern is hitting your numbers. Or if another major concern is just getting the first-time appointment, especially while trying to stay within a coach-advised 4-minute phone call. Meaning, you have little time for interaction, no understanding their concerns, and no empathy.
The second thing was a first-time caller who said, “I want to do business with a shop other than the dealer.” I tell him I understand. He tells me he has a 2017 Porsche Turbo: “Do you work on those?” I say, “Yes, half our cars are Porsches and most of the rest are German cars.”
He tells me the car has a PSM light (Stability Management) and rough running on acceleration. I ask: “How did you hear about us?” He was referred. Later in the call, I suggest he check our reviews. After a long pause he confirms that he did. He was referred and yet he still checked our reviews. That’s how important reviews are.
It turns out the main driver of the car is Art, who I eventually talk with. He was referred by our customer, Lorenz. I say: “Oh, the heart intervention guy.” He says, “Yes. I hired him.” I rattle off some humorous stuff about Lorenz. That he calls himself Numero Uno, as in our number one customer. I mention that I invited Lorenz and his kids to the city’s Snoopy House at Christmas. Art says his wife LOVES Snoopy. Art says he and Lorenz’s kids know each other. Since I know Lorenz’s daughter plays volleyball, I ask, “Through volleyball?” He says no, other stuff. He tells me Lorenz helps with kid’s Confirmation.
If I know THAT much about a customer off the top of my head, it shows that our customers are also our friends. Who we obviously take care of. We treat your customers as friends. And since I’m dealing with customer/friends, I’m generally in a good mood throughout the day. No crumby customer to bring me down.
Are you more than just a repair shop to your customers? Do you share recommendations with your customers, like movies, restaurants, parks, free summer concerts, and even health encouragement? Do you compliment customers on how great their kids are? Don’t be a commodity, be a friend. Yes, a friend who has to make a profit. Which, by the way, everybody knows you have to make a profit.
With that in mind, I don’t worry about my approval percentage, our ARO, or an under 4-minute phone call. Because of the above, they are always good. And I don’t strive for those numbers because it improves my paycheck, it’s because I’m competitive. I played competitive volleyball for over 40 years, national tournaments even. I want to win; win for the customer, win for the shop and win for myself.
Bonus thought: I believe customers should appreciate us just as much as we appreciate them. I learned that many years ago when I worked at a Porsche-only repair shop located on a side street where a customer said we were a “find.” He found a great Porsche repair shop and appreciated us. A Porsche club magazine back in the day said, “If you find a good Porsche repair shop, treasure them.” That won’t happen if the customer sees you as a commodity. Be special to your customers beyond just a repair shop. Get to know who they really are.
