And you have to be responsive. We have to respond to the customer quicker than they expect. One of the things we asked our customer service team at our shops to do was to always have the customer updates done before 10 a.m. Because if a customer is expecting a phone call from you today, if they don't hear from you before lunch, they’ll automatically assume you're not going to call. So it’s important to always respond quicker than they expect.
Mike: So does that bring us to the vehicle delivery process after repairs?
Sheryl: That’s right. We've got to finish strong. And so one of the things that we did was we set up delivery appointments in order to make sure we were prepared and had the time we needed to spend with that customer. The first thing that we did at the delivery appointment was review the repairs with the customer at the car. We were proud of the work that we did. We weren't trying to hide anything. So we reviewed the repairs with the customer, while at the same time talked again about the warranty. We talked about the CSI survey that they’d be receiving in a couple of days, stressing that we value their feedback. And then after all of that is done, that is at the point where we will collect any kind of payment or insurance check that we needed from the customer.
Mike: Is there more about the payment process that can help create an extraordinary customer experience?
Sheryl: Yes, we would send the customer the final bill electronically, and offer them the option to pay electronically if they wanted. We could send them a link before they even showed up at the shop for the delivery appointment to take care of that, if they wanted. Some people want to do everything on paper, while others want to do everything electronically. So giving customers options is important.
Mike: Sheryl, I can’t thank you enough for sharing your expertise with me on creating an extraordinary customer experience---so that I can share it with the readers of my column. I’m proud to work with you.
So, readers, what goes into creating an out-of-the-ordinary experience for the customers at your shop? I’d really love to hear your ideas. Shoot me an email!
Mike Anderson