Customer Care In The Red Zone
Today’s customers are conscientious consumers. They are well-informed about the products they purchase and expect high-end customer service. The gold standard of any dealership’s customer care IQ is the outcome of customer complaints – especially those that fall in the red zone. You’ve heard it before and I’ll remind you once more that an angry customer is the kind of customer we love to serve. Why? Because successful dealerships love an opportunity to shine, and there is no greater opportunity than that presented by a customer who is seeing red.
The formula you follow should fit like a GLOVE. And in the case of a customer care glove, one size fits all:
Greet the customer with genuine pleasure. After all, that customer could be elsewhere spreading ill will about the dealership. Instead, the customer is right in front of you, giving you the opportunity to set things right.
Listen fully to the customer’s complaint. Since the listening phase is often the most difficult part of the process, it is best not to let the customer vent in a public area. Invite the customer to come into an office that is not use. Ask the customer if you can close the door to ensure that you are not interrupted. Invite a complete description of the problem or circumstances in question in order to gain a clear understanding of the customer’s point of view. What happened? What did not happen? Who did what? Who did not do what?
If there is no office available, take the customer out to the vehicle to demonstrate the problem if the complaint involves service repair. Let your undivided attention show the customer that nothing is more important to you in this moment than the customer’s concern.
Open the door to opportunities. What can you do to correct the situation? Recall how special you have felt when receiving something “extra” as part of a purchase. Everyone likes a little bit extra. What is the extra that you can give?
Verify the facts. You may need to do some quick investigation. You may discover a weak link in your sales or service process. You may discover the customer has unrealistic expectations. No matter what the cause, you have an opportunity to create a positive effect.
Evaluate the solution. Is this the correct plan for this customer and the dealership? Eliminate the obstacles to expedite resolution and arrive at a solution that puts the customer in the green zone.
How does your dealership handle opportunities to shine? Are you as conscientious about your customer care as your customers are about their complaints? Are your dealership employees as tuned into your customer service policies as your customers are to the performance of the products they purchase from you? If you’re using your glove in the red zone to wrangle, it’s time for you to find a new angle!
World of Special Finance, November/December 2005, p. 18