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It's Not Getting EasierPosted 10/7/1999By John Mock, AAM It makes good business sense for them. It is a reminder, however, of just how important it is for independents to work smarter, not necessarily harder, and to provide better service and do whatever possible to accommodate and please our customers. Consider what the manufacturers and dealers are doing, as reported in Automotive News. Ford Motor Co. announced that it is testing a concierge service to arrange car washes, oil changes and other services for motorists. The service is being tested in Chicago and Los Angeles, but will certainly expand to other cities if successful. Ford's concierge service will handle all makes, not just Ford vehicles. The service is designed to cater to individuals and families who have difficulty squeezing automobile service into busy schedules. For $15, Ford says it will schedule the service and pick up and deliver customers' cars. Busy families will certainly consider this service an investment in time and convenience, and a way to avoid hassles. I believe Ford will find that people are willing to part with $15 to buy time and escape hassles. "General Motors," Automotive News also reported, "wants to relieve consumers' anxiety about taking their vehicles into dealerships for Goodwrench Service Plus repairs or maintenance." GM's plan to relieve these anxieties is to launch new TV and radio advertising to solicit new customers and to let the consumers control the service experience. The newspaper went on to say the commercials will run one year. The automaker is also beginning to run commercials to announce that it is launching national service pricing. These commercials will be aired for just a few weeks, but corresponding local newspaper ads and direct mail from the dealers will support them. Ford and GM are attempting to do all they can to keep their service customers coming back. If they're successful, every customer that returns to the dealer, particularly when their car is out of warranty, is a customer you and I have lost. As members of ASA, let's do what we can to make certain our customers are well cared for and satisfied with the quality of our repairs when they drive away from our shop. If they drive away satisfied, they're sure to return. Candidates for ASA Board of Directors I want to change the subject and leave you with this important request. Please take a look in this issue of AutoInc. at the candidates for the ASA board of directors 2000 election. Your board is comprised of shop owners - individuals just like yourself - who have a vested interest in moving our industry forward. In addition to this information, the official ballots will run in the January and February 2000 issues of AutoInc. Educate yourself about the candidates, call them if you wish, and place your vote. The electronic voting line will officially open Jan. 10, 2000, and will remain open until Feb. 27, 2000. It's so easy to do, and so important.
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Copyright (c) 1996-2009. Automotive Service Association®. All rights reserved.
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Recent articles in Automotive News, a trade newspaper written primarily for new car dealers, show us that dealers and manufacturers are stepping up their efforts to keep service customers coming back to their shops for non-warranty and post-warranty work.
