And then that leads us to guiding them through the process. They need our direction. Unless they just got their car repaired by you just a couple weeks ago, they need you to guide them every step of the way on what the repair process looks like. All this has to be authentic, so it should never be scripted. You can use scripts to practice with, but if that wording doesn’t feel natural, do not say it that way. You don't want to come across as inauthentic. Think about what you would say if a friend called you and told you they had been in an accident.
Mike: So how about when they arrive at your shop?
Sheryl: When a customer walks through our doors, studies show that we have seven seconds to make a first impression. Even if we're on the telephone with another customer, we can absolutely acknowledge the customer who walks through our doors through non-verbal cues.
We should never communicate that we’re thinking about all the other tasks we need to complete. We should be completely focused on who is in front of us, actively listening to that customer, providing a personalized customer experience.
One of the best questions to ask during a repair consultation is: What is concerning you the most about this process? Whether it's the claims process, or the repairs process, every single customer is different. And so that really helps us not just regurgitate information, or just check things off a task list.
We don't want to just “process” a customer. We want to build relationships. So even in that first interaction, our focus needs to be on listening in order to understand what is most important to them so we can provide an individualized, extraordinary customer experience.
I’ll share more about what Sheryl and I talked about in my next column.
Mike Anderson