Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Sat Nov 24, 2007 9:37 pm Post subject: Wow Moments
Matt’s recent post on Grandma’s Bisects along with a recent experience got me to thinking about some things that make one shop different from another.
On an average, most repair shops are very similar in make up and also turn out a similar product. For the most part, as long as the vehicle is fixed, the owner of the vehicle does not care how. They do not know if the tech used a hammer and a chisel or an axle nut socket. They do not care if the shop used OEM or aftermarket scan tools. It makes no difference to them if the tech has Snap-on or Craftsman wrenches. I am not saying these things are not important. But, unless the customer is educated otherwise, to the customer they are not.
One of the places we can make a huge difference, is in customer service. This what a client sees and understands. The person the client talks to represents the company to them. It can be the simple things such as saying please and thank you. When was the last time you thanked some one for trusting your shop to take care of their vehicles needs?
How often does a client say Wow, when in your shop? What can you do to make them say, Wow that was great? We had a client call one afternoon apologizing because they could not find anybody to come with them to pick up their vehicle. I said that I would be glad bring them their vehicle if they could bring me back to the shop. The phone went silent for a moment, then in a small voice they asked if I was sure? Yes, then they said “Wow what great customer service”. We are going to promoting free pick up and delivery. We have always offered it but have not promoted it.
At every oil change we do an inspection of the vehicle. If the vehicle needs any thing immediately we call to inform the client of the needed repairs. When they come to pickup their vehicle we first explain the results of the inspection sheet to them. We inform them of the things that are good with the vehicle as well as the bad. Then we explain the service order in detail, with out mentioning prices. The last thing we give is the total cost, by saying something like “the total today only comes to $XXX.XX” We get a lot of Wows from this procedure.
We take the things that Wow people and make them a part of our normal routine. I think that this is an example of what Dr. Deming meant by continual improvement.
What things do you do that Wow people?
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sun Nov 25, 2007 11:30 am Post subject: Re: Wow Moments
Hi Dave,
This is a great and insightful post! I feel very much straight to the heart of what can make a business successful.
Dave wrote:
Matt’s recent post on Grandma’s Bisects along with a recent experience got me to thinking about some things that make one shop different from another.
On an average, most repair shops are very similar in make up and also turn out a similar product. For the most part, as long as the vehicle is fixed, the owner of the vehicle does not care how. They do not know if the tech used a hammer and a chisel or an axle nut socket. They do not care if the shop used OEM or aftermarket scan tools. It makes no difference to them if the tech has Snap-on or Craftsman wrenches. I am not saying these things are not important. But, unless the customer is educated otherwise, to the customer they are not.
Many shops seem to never "get" this point. Clients care about results, shops must care about methods that deliver results. OEM scan tools can do the job quicker and more effectively, in my experience. That is the reason I own them. The client only knows the vehicle was fixed right and the price was reasonable.
Now I could turn that into a point of interest for the client. I could explain how the OEM tool will lower their cost, because we bill based on time, for example. As long as I can deliver what I promise, better methods can also be strong marketing.
Dave wrote:
One of the places we can make a huge difference, is in customer service. This what a client sees and understands. The person the client talks to represents the company to them. It can be the simple things such as saying please and thank you. When was the last time you thanked some one for trusting your shop to take care of their vehicles needs?
There was one thing that increased my business over 20%, immediately. I started telling every client, "Thank you,” and “I would appreciate your service business on any other vehicles you own." Repeat business immediately increased, many making appointments for other work before leaving.
Dave wrote:
How often does a client say Wow, when in your shop? What can you do to make them say, Wow that was great? We had a client call one afternoon apologizing because they could not find anybody to come with them to pick up their vehicle. I said that I would be glad bring them their vehicle if they could bring me back to the shop. The phone went silent for a moment, then in a small voice they asked if I was sure? Yes, then they said “Wow what great customer service”. We are going to promoting free pick up and delivery. We have always offered it but have not promoted it.
At every oil change we do an inspection of the vehicle. If the vehicle needs any thing immediately we call to inform the client of the needed repairs. When they come to pickup their vehicle we first explain the results of the inspection sheet to them. We inform them of the things that are good with the vehicle as well as the bad. Then we explain the service order in detail, with out mentioning prices. The last thing we give is the total cost, by saying something like “the total today only comes to $XXX.XX” We get a lot of Wows from this procedure.
We take the things that Wow people and make them a part of our normal routine. I think that this is an example of what Dr. Deming meant by continual improvement.
What things do you do that Wow people?
That is very much constant improvement. “Wow” factors are often very small things (evolutionary changes.) One of the smallest, that never ceases to amaze me, is showing the item found in a flat tire to the client. We have small plastic zip-top bags for the purpose. The nail or whatever is placed in the bag and delivered to the client with the explanation, "Here's what we found in the tire."
I don't know why, but they really seem to get a kick out of seeing this. Small things seem to have the largest impact. Like cleaning the inside of the windshield or wiping the dust off the dash. Cleaning the master cylinder after every brake service. Also setting the air pressure and replacing any missing valve stem caps, on any vehicle that comes in for any service. We also have our “secret weapon Wow,” but I have to keep that secret.
Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Sun Nov 25, 2007 5:15 pm Post subject: Re: Wow Moments
louis wrote:
One of the smallest, that never ceases to amaze me, is showing the item found in a flat tire to the client. I don't know why, but they really seem to get a kick out of seeing this.
I also find it odd that people want to know what made their tire go flat. They do not seem very concerned about any other part that fails.
louis wrote:
We also have our “secret weapon Wow,” but I have to keep that secret.
Watch out for that secret shopper [spy] that is coming to your shop next week! At last, I'll learn the secret to your success!
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Posted: Sun Nov 25, 2007 8:00 pm Post subject: Re: Wow Moments
Quote:
I also find it odd that people want to know what made their tire go flat. They do not seem very concerned about any other part that fails.
In general, people do not like mechanical things, not the way we do. They are intimidated by complex machinery the way people used to be intimidated by doctors.
Not to hijack your thread, but that is why most advertising by repair shops fails. It is focused on the technical side of things, and people don't feel comfortable with that.
Joined: 15 May 2007 Posts: 774 Location: Baton Rouge, LA
Posted: Sun Nov 25, 2007 8:50 pm Post subject: Re: Wow Moments
Dave wrote:
louis wrote:
One of the smallest, that never ceases to amaze me, is showing the item found in a flat tire to the client. I don't know why, but they really seem to get a kick out of seeing this.
I also find it odd that people want to know what made their tire go flat. They do not seem very concerned about any other part that fails.
Odd, it is true, but it works like crazy. Give it a try. Just tape that nail to the work order and, with a bit of showmanship, show it to them. The best part is you can get three times what everyone else charges to fix flats
Dave wrote:
louis wrote:
We also have our “secret weapon Wow,” but I have to keep that secret.
Watch out for that secret shopper [spy] that is coming to your shop next week! At last, I'll learn the secret to your success!
You had better be careful, Bud came down to tour my shop and we became best friends.
Joined: 19 May 2007 Posts: 206 Location: Camp Verde, AZ
Posted: Sun Nov 25, 2007 10:03 pm Post subject: Re: Wow Moments
Bud wrote:
Not to hijack your thread, but that is why most advertising by repair shops fails. It is focused on the technical side of things, and people don't feel comfortable with that.
In other words, we talk about [advertise] things that interest us, but not the things that interest our potential clients. So, we need to find out what prospective customers are interested in. Then we advertise why we are the best place to get those needs met.
_________________ David Wittmayer
Owner / Manager
Hansen Enterprises Fleet Repair, LLC
Camp Verde, AZ
www.hefrshop.com
Posted: Mon Nov 26, 2007 8:40 pm Post subject: Re: Wow Moments
Quote:
In other words, we talk about [advertise] things that interest us, but not the things that interest our potential clients. So, we need to find out what prospective customers are interested in. Then we advertise why we are the best place to get those needs met.
You have two points here. 1) The things that we know make for a better repair shop do not interest the customer, in most cases. The rare exception is when they allready perceive the shop as unique. I have a ton of examples of that from the advertising world.
2) Louis can answer this point better than I can. "Find out what they want, then advertise we are the best place to get it." Didn't we leave something out of that? We might not actually have what they want, and so the advertising will fail.
An example is when Ford realized their products didn't sell well because of poor quality. So they advertised that quality was job one. Big deal, nobody believed it.
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At last, I'll learn the secret to your success!
So, we need to find out what prospective customers are interested in. Then we advertise why we are the best place to get those needs met.