Built for Customers

The common headlines in the Auto Industry today usually relate to escalating gas prices, reduced demand for SUV's and plant closures. What they don't talk about are the dealers and how they make their money - and more importantly how they make their money from good customer service and a well planned customer experience.

This post is being written from the comfort of my friendly neighbourhood car dealership. The radio / cd player in my car is on the fritz and it was due for an oil change. So last Friday I sent in an online request for an appointment.

The form asked for some customer details (what car) and a description of the problem and also a preferred day / time for me to come in. I received a message back from a representative 30 minutes later confirming my appointment - presto. I also received a personal phone call reminder at the end of the day (I'm going to assume they call the business day before) about the appointment.

At the dealership itself they are quick to make note of customer's who wait and those who are leaving. Those who are leaving are quickly offered a ride on the dealership shuttle (comfy with uniformed employee) to the nearest subway stop. Those who wait have a lounge with leather club chairs, a plasma TV, courtesy phones, wireless Internet, complimentary coffee and juice and even a little playground if kids are along for the ride.

To maintain consistent communication and messaging, customers always work through the customer service reps (as opposed to the mechanics) and are greeted and treated professionally.

All of these amenities are obviously built in to pricing and the customer service reps are always looking to add more on to appointment (brakes, filters, etc.). There are also some fairly extensive service packages that are "recommended" by the dealership, but not listed within any formal documentation as required for lease or warranty purposes.

The car business is extremely competitive, and in an urban environment that competition between brands, dealerships, public opinion and public transit is even tougher. Dealerships should invest in customer service and the customer experience to earn the trust of their customers and to make the visit as painless as possible. Customers are more than aware of the typical up sell techniques and "broken"pieces that must be fixed in their cars.

Developing brand loyalty and a positive customer experience may be difficulty across an entire network of dealers, but an individual dealership has tremendous opportunity - and numerous contacts with the customer - to build an excellent customer experience.