As I continue my series on customer service, I will share more in-depth about how vital customer service is in our industry. Striving to deliver exceptional service wins return clients and creates a more successful business and internal culture. You can be the least expensive, highest skilled, and/or the closest shop, but if you have poor service, your customers will leave you for another shop that treats them better, even if they are more expensive or in a less convenient location.
Let's begin with how to make an excellent first impression using the good/better/best method.
Curb Appeal:
Good (Bare minimum): Ensure your building looks clean and your parking lot is free of trash and debris. I recommend asking a friend or family member to drive up to your facility and give their honest opinion of how it looks to someone arriving for the first time.
Better: Having clear signage, fresh paint, and a clean parking lot is very inviting for clients. It shows you are invested in your business and take pride in your work.
Best: Along with having a clean exterior and clear signage, sprucing up your exterior with nicely groomed landscaping and a seating area, if possible.
Waiting Area:
Staff interaction is the first and most important part of your reception area. EVERY staff member should be trained to greet a client if they are within 20 feet of them.
Read that again.
Nothing else matters if your customers aren't acknowledged when they enter your door. A simple smile while making eye contact if you're on the phone or with another client makes a giant difference in your shop's impression. A simple audible greeting is even better, but acknowledgment of their arrival is non-negotiable.
Good: Regardless of the size of your reception or waiting area, keeping the space clean and organized is the bare minimum. If there are old parts, papers, and dirt all over, the perception of professionalism is nonexistent. A customer would wonder if your ability to repair and maintain their vehicle reflects your ability to keep the reception area neat.
Better: Having a clean waiting area with a comfortable place to sit takes things to the next level. Our customers, especially women, do not want to worry if their clothing will get ruined by sitting on the furniture while waiting for their vehicle to be serviced. Offering free WiFi and water or coffee are also great additions.
Best: Delivering excellent service in the best way would include the previous sections plus a more diverse offering of drinks (soda, flavored creamer, etc.), small snacks, up-to-date magazines, a lending library of books, and a kids' area. We have a "Welcome to Xpertech" dry-erase board visible as clients walk in the door with the names of everyone who has a scheduled appointment that day. It is hand-written and simple, and you'd be shocked how many people comment about how nice it is to have their name on that welcome board!
As you can tell, delivering excellent customer service doesn't have to cost much money. The extras certainly are something to strive for as you improve, but even with no budget, you can deliver excellent service to your customers that turns them into clients!
My coach and mentor, David Justice, often says, "In the absence of value, there is only price." If you create value in the level of service and care your clients receive, price won't be the first thing they ask or care about. Plus, as we all know, one mistake wipes out a ton of successes, so taking steps to ensure you are building good relations with your clients is investing in future forgiveness when a part failure or installation challenge happens.
