I recently got back from teaching multiple groups of shop owners, managers, and service advisors about building trust, increasing customer service, and thereby increasing their sales. I introduced the practices and ethos of the Ritz Carlton and why they have the reputation they do. I taught them why they are known for having the highest level of customer service. For a few hours of the class, we focused on that old-fashioned device we all still have in our shops, the telephone, and how it’s our first opportunity to showcase our customer service skills.
Between me and our quality assurance team at Transformers Institute, we have listened to over 15,000 inbound telephone calls, and we have learned how well-trained service advisors will solve what owners think is a “marketing problem” by using proven skills and techniques to get people off the phone and into the shop.
Let’s connect the dots and see what we can learn from a company like the Ritz Carlton, which is a beacon in the hospitality industry. It becomes evident that irrespective of the business, customers universally seek four fundamental aspects: genuine kindness, flawless service, efficiency, and a touch of personalization. These are not just abstract ideals; they are the bedrock of customer satisfaction, applicable and crucial in the auto repair business.
The telephone, an often-underestimated tool in our trade, plays a pivotal role in delivering these expectations. By mastering phone communication, we stand to enhance every facet of customer interaction, paving the way for trust, loyalty, and business growth. How well do you capitalize on the opportunities each phone call presents? Do you understand the importance of tracking and measuring our performance in these interactions?
Every ring of the phone carries an opportunity for growth and connection. As shop owners, it is imperative to train our teams in the art of phone communication, empowering them to not just answer questions but to forge relationships. Every customer call is a chance to demonstrate kindness, showcase our expertise, and prove that we are a business that values their time and trust. By honing our team's phone skills, we can effectively turn inquiries into appointments and first-time callers into long-term customers.
It's about going beyond their answering their questions; it’s about understanding their needs and providing solutions that resonate with their specific situation. This personalized touch not only leaves a lasting impression but also opens doors for trust-based selling, which, when done correctly, doesn’t make the customer feel pressured or undervalued. It’s a delicate balance and will not only increase revenue but also enhance customer loyalty.
While perfecting the art of phone communication is crucial, it’s equally important to keep tabs on how well we’re doing. Enter the world of tracking and measuring performance. Utilizing tools like call recording and monitoring allows us to analyze our interactions, celebrate our victories, and pinpoint areas where we might have missed the mark. It’s about creating a culture of accountability and continuous improvement, ensuring that every member of the team is aligned and performing at their best.
By measuring our phone interactions, we are essentially putting a magnifying glass over our customer service efforts, ensuring that our commitment to excellence is not just a mission statement, but a daily practice. It transforms abstract ideals into tangible goals, creating a roadmap for success and customer satisfaction.
Mastering phone communication and diligently tracking performance are not just strategies; they are investments in the customer experience and, by extension, the long-term success of our shops. By embracing these practices, we are committing to a standard of excellence, ensuring that every phone call is an opportunity to showcase our commitment to genuine kindness, flawless service, efficiency, and personalized care. This is how we build trust, foster loyalty, and drive our businesses forward in the ever-evolving world of auto repair.
Take it from someone who has walked the path, constantly seeking out the next big thing to elevate my businesses—there truly is nothing more foundational to our car count, customer satisfaction, and overall profit than the proficiency of our team on the telephone. Would you not agree?
I would love to hear your thoughts; email me at [email protected]
