Issue Date: Service Advisor June 1, 2012, Posted On: 6/2/2012
Take control of customer connection Don't think of customers as just one more repair on the way to making your daily goals. Take advantage of these opportunities to build the relationship. It will be money in the bank.
Service advisors need to have complete confidence when they begin the write-up process that the customer is going to be completely satisfied. To reach a point that they are going to walk away impressed by your handling of their concerns and opinions. You want customers to say that the experience exceeded their expectations.
Because that is where the real value of the service advisor position lies. The customer's experience with the dealership is in large part just a reflection of the experience they have on the service drive.
We realize that customers come for service because they have a need. Since they have already pre-determined why they are visiting the dealership, your job is to assure that they leave with a positive experience. So in the future, when the need arises again, they consider only us as their service provider.
Not an assembly line
Where some advisors may start to fall short is that they treat the write-up process as just another name on a repair order. This is more than a moment in your workday - it is an event or an experience to the customer. Customers need to feel that you care about more than their VIN number, miles and pocket book. They want their needs to be met and when you are able to treat customers like their vehicle is the most important thing in your day you will transform a hassle into an enjoyable experience. That level of service will transform your dealership from a purchase of necessity into one that is a pleasure to do business with.
To make that transformation here are three concepts to keep in mind:
Be organized. You know who really pays for your disorganization? The customer. And in the not-so-long-run that will cost you, your techs, and the entire dealership. Not being organized in the way you approach your job and workflow will cause inconsistent results.
Control the relationship building blocks. There will always be moments that are crucial exchanges where you can connect with your customers on a level beyond just writing service. The reason why they are so crucial is that the only hit for a second and then they are gone and it would be awkward to do after the point.
For instance, a gentleman came in with two small boys in tow to drop off his vehicle. While he waited for just few moments for the advisor to finish up other customers the boys started getting anxious. The advisor sensing this and the man's frustration took the opportunity to make life a little easier. When the man stepped up to the desk, the advisor smiled and said, "We don't have to do this here. Let's go over the waiting area where there is play area so the boys can enjoy themselves."
Take your time. Service advisors may feel they are being pulled in different directions, and that time is one thing you just don't have enough of. But nothing - nothing - will make a customer feel more appreciated than your time. If the customer feels they are being rushed, interrupting your day, or in any way unwelcome they will never really be happy. And that will show not only in your CSI scores, but right on the bottom line.
