January 28, 2010

Great Customer Service…When? Is the Question.

Posted in 1 at 5:06 pm by mktgbydm


Bringing  your car  in for inspection should not necessarily be a wonderful experience, however, when you are talking about a 15 year excellent relationship with your service department it can be.  Besides they take great care of the paternal twins in our family.  Oh….perhaps I should clarify that.  There are two 1995 Ford Explorers in the household, both white, equally have about 120,000 miles on them, however, interiors different and sunroof on one of them.  Love my Ford.  The other difference is one of them does not stop and ask directions…but I digress. 

Now mind you, I get superb customer service every time but this last time it brought to mind a question.   This is where you come in!  Here is the scenario.  The dazzling Ford Explorer of the family was scheduled for inspection, potentially needed brake linings based on last inspection and I asked for the tires to be rotated.  I arrived, was greeted by extremely friendly staff, given a ride back to my office and they would pick me up when it was done.  Super great!! Only took about 3 minutes.  When I picked it up they said the inspection was FREE because I bought the car there, I still did not need brake linings because of the low mileage between visits and the tires were checked for wear and did not need to be rotated.  It was stated that they don’t charge for something unless it is really needed.  ALL GOOD!!  Right?  Certainly was for me.

QUESTION:  Would it have been better to mention all this wonderful news upfront…especially if I were a new customer? For instance, “I see you brought you car here, you will not be charged for inspection”.  “I see you haven’t driven the car too many miles since the last time it was in, so you still may not need brake linings”, and “Even though you asked for tire rotation, we’ll check for wear first because we don’t want to charge you for rotation if you don’t really need it”.  Again, I was perfectly pleased with everything but my thought was that some of these subtle differences could make or break a new business relationship especially.  Do you think it makes a difference?  Should we remember to advise our clients the benefits of working together rather than telling them that when they get the bill?

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2 Comments »

  1. Good question Diane. By telling you this stuff afterward, it gives the impression of over-delivering, always nice.

    I think the bigger question is, did they think this through? Was the information on the end intentional as part of a standard procedure or an after-thought. My guess is, after-thought. The lesson is that optimizing the customer experience should be intentional and part of the training for every touch-point in the customer process.

    Thanks for the great post!

    • mktgbydm said,

      Agree Mark….good to know their high standards, but since it was so impressive, why not as you say a more “intentional” part of the experience.


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