Make Them Feel Important                      Oct. 16-2012

In this issue

Make Them Feel Important

Customer Retention and Defection

Our Weekly Conference Call

Greetings Dealerelite

Everything counts, but the number 1 priority, Great Customer Service! Make Them Feel Important! Every day!

Make Them Feel Important

Fixed Operations plays an ever increasing role in the profitability of every dealership. The single most important thing any of us in the service industry can do is to consistently deliver great customer service. Great customer service is more than just a smile, its understanding customer wants, needs, expectations, and perceptions and how our actions influence them. If we intend on growing our business we must look to Customer Pay, it is the only area where our performance is directly related to our success and rate of growth. Customer treatment is critical, be friendly, show that you are happy the client has chosen you for their services.

This quote has been credited to a number of different individuals, regardless of the originator; it carries a great truth in all aspects of retail.

"I've learned that people will forget what you said, people will forget what you did, but, they will never forget how you made them feel."

Here are five things to help you get started.

      Five Common Courtesies

      1. Welcome Them - Treat them like an Honored Guest in our home

      2. Use their name - Be Formal until given permission to address them casually

      3. Take Care of Their Needs - Be Happy doing it!

      4. Thank Them - This is BIG and don't be afraid to apologize when we fail

      5. Invite Them Back - Same as you would a friend

Credit to JD Powers for the statistical data regarding customer perception, retention, defection and Making Them Feel Important!

Customer Retention and Defection

Primary Service Defection Reasons - Nationally, All Manufacturers

                          1. Treatment = 78% (Highline) or 46% (non-Highline)

Lack of attention; follow up, not keeping the customer informed. Not understanding needs. Not explaining work and/or related charges. Perceived dishonesty or lack of professionalism

                         2. Service Process/Convenience = 32%

Appointment availability; Write-up and/or delivery process; Timeliness.

                           3 . Service Location =22%

                           4. Price = 16%

                            5. Service Quality = 7%

Attempted repairs did not fix the problem; Returned vehicle to customer in poor condition. Surprised? You shouldn't be, delivering great service is and always has been the key to success.

Percentage of Defectors vs. Ability to Recover by reason of defection

            1. Convenient Location = 64%

            2. Charged too much for service = 54%

            3.Too difficult to get an appointment = 42%

            4. Service Advisor did not spend enough time with me = 39%

           5.Vehicle not ready when promised = 39%

           6. Took too long to pick up vehicle = 33%

           7.Service Advisor did not provide acceptable level of treatment = 21%

              People are more willing to forgive or overlook poor experiences relating to money or location and very unlikely to forgive if we made them feel bad.

Only 21% would ever return if we made them feel bad. That means 4 out of 5 will never come back, but over 50% would return if they felt they were overcharged.

Our Weekly Conference Call

My mission in life is to help as many dealerships as possible improve their fixed operations. I am excited to be developing many ways to expand this effort. Our free conference call on a weekly basis this week's topic is "Are flushes a valuable maintenance service or a warranty voiding demon?". I have also provided a recording our call from 10-8-2012 "Matrix Parts and Pricing" Everyone who wants to sign-up for our no cast call just click here! We are continuing to develop our phone coach program that proves dealerships a low cost way to get our advice on issues they have. We are also developing performance groups for fixed operations management teams that want to grow and be involved in a group with accountability over the phone. Our most popular program involving in dealership training and consulting is on pace to double last year's volume as we continue to add experienced staff. I want to say thanks to all of you for reading my newsletter and allowing my company to be of service. I am humbled and privileged to help in any way possible!

Free Training DVD!

Anyone who signs up for my no cost newsletter will receive a training DVD or Link at no cost!! Just provide the shipping information after sign up! This DVD is valued at $90 and will be provided at ZERO Cost so don't forget to tell a friend to sign up!!!

Our Price: Free!!

Matrix Parts Pricing 10-8-2012.mp3

Fixed Performance Inc. 827 Superior Dr. Huron, Ohio 44839 United States (419) 433-8219