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Value-Added Services Build LoyaltyPosted 12/18/1997By Monica Buchholz
Consumers today have been termed fussy, shrewd, independent, financially sensitive and entitled, with a scarcity of time and an abundance of choices. They are also less loyal and quite often can look at any industry and see products, services and prices all beginning to look alike. How, then are businesses, like automotive service facilities, influencing the consumer loyalty needle to lean in their direction? According to Keith Lewis, president of Motorplex, it's not any one thing, but the culmination of many details that help keep customers satisfied with the services of his business in Maple Valley, Wash. "If you asked our customers what they liked best about the business, they'd probably say the courtesy shuttle service we offer," said Lewis. Motoplex uses a 1996 Ford Windstar with the company name and Web site address lettered on its side to transport customers. Lewis figures that the van makes about 10 trips through the neighborhood on any given day, and in turn, is a good form of advertising for the business. Motorplex has a comfortable waiting area, with cable television, current magazines, and a copy of the local newspaper and The Wall Street Journal. "They [customers] have their own personal restroom ... and there's no grease in it," said Lewis. The business also has a procedure that all employees follow when a customer picks up a vehicle. All discussions about the vehicle repair, cost and warranty take place with the customer at the front counter. After the customer's questions have been answered, their vehicle is pulled from the bullpen and brought to the front of the building. The customer is escorted to their car by a shop employee during which time the employee shifts the focus of the conversation from business to personal to leave an impression that Motorplex truly cares about its customers. Bruce Automotive Service Inc., Glendale, Ariz., invested in four pagers a few years ago to make it easier for the time-crunched customer to do business with the shop. Pagers are loaned to customers who say they are going to be difficult to reach. According to owner Janet Mc- Laughlin, the pager keeps the customer within easy reach for authorization to proceed with repairs, which helps shop productivity. Bruce Automotive Service also provides coupons to customers, which McLaughlin says are very well-received, and pickup and delivery service, within a reasonable distance. "Sometimes we even do it when it's not a reasonable distance, " said McLaughlin. Reagan's Auto Service Inc., Lebanon, Ind., provides loaner vehicles for customers. In addition, when repairs are done, each vehicle is vacuumed and washed before being returned to the customer. The business also co-sponsors "ladies only" Car Care Clinics with the local NAPA store two times a year. Clinics are limited to 20 women and invitations are made from Reagan's customer list, though usually customers invite friends. The clinics have resulted in more informed customers, who in turn are easier to get authorization from, and in new customers, said co-owner Nancy Reagan. Reto Filli, owner of Circle & Square Import Car Service, Port Townsend, Wash., points out that some of the value-added services his shop provides may be standard in more-populated areas. However, in the small community of Port Townsend, people are awestruck by some of the business's services. The waiting room of Circle & Square Import Car Service has a separate office with outlets for customers to plug in laptop computers. The business provides pickup and delivery service and vacuums and washes every vehicle. It publishes a newsletter twice a year to maintain communication with customers, and has a customer follow-up program. According to Filli, the business plans to develop a Web site very soon. Filli also offers customers a lifetime oil change program. For a set fee, Filli lets customers bring in their vehicles up to four times a year for an oil change for as long as they own the vehicle. With this program, Filli hopes to promote the importance of preventive maintenance as a way to minimize emergency repairs. If a customer is thinking about buying a used car, Jack Walker, Autowerkes Collision Center, Valparaiso, Ind., offers a free-of-charge analysis to determine if the vehicle has been in an accident. "We also let customers know they are welcome to call us for any of their automotive needs, and although we may not provide the service, we'll recommend someone who does," said Walker. At Autowerkes Collision Center, each vehicle is detailed before the repair and then detailed before being returned to the customer. Follow-up calls to the customer are made within a week, and a written guarantee and thank you note follow within two weeks. Walker also has plans to sponsor a "ladies only" Car Care Clinic to explain the collision repair process from the time of the accident, through the insurance process, selecting a shop and evaluating the work when it's done. At C & H Foreign Auto Repair, Spokane, Wash., customers are treated to cookies and donuts in the waiting room three out of five days a week. In addition, the waiting area has an office with a telephone and desk for customers to use. The business also has a pickup and delivery service, provides loaner cars, vacuums and washes customers' vehicles, and sends thank you notes and service reminders. "A lot of times people are surprised when we wash their cars for them," said owner Cindy Cushman. When asked if they expect pickup and delivery service from the business that services their vehicle, 58 percent said yes, 42 percent said no. According to a recent consumer satisfaction index survey, of which Ford Motor Company was a sponsor, the seven things automotive service customers care about the most are:
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Copyright (c) 1996-2008. Automotive Service Association. All rights reserved.
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