Issue Date: Service Advisor Jan 15, 2011, Posted On: 1/15/2011
Your customer service checklist Customer service is another opportunity to enhance your dealership's relationship with existing customers and prospects. To improve service is to improve the dealership experience at each and every point of interaction. Remember, quality customer service is defined by the individual experiencing it - one size, one solution does not work.
Customers want to be treated as unique individuals. Moreover, dealerships renowned for their customer service know that one can orchestrate or create a customer service experience that most often exceeds customers' expectations.
This dealership customer service checklist is your guide to deliberately identifying your points of customer interaction and "scripting" the experience. Its purpose is to help you ensure that each point of interaction with your customers and prospects is a positive experience. It begins by identifying the points of interaction and then asking.
What does the customer want at this moment?
What experience does the dealer/principal want to provide the customer?
Service is not only a department responsible for generating revenue, it's also a philosophy that should be ingrained in every department of the dealership. Extend the service culture to the customer service function in your store. Be the one who helps make it happen.
The Customer Service Checklist
Identify the possible points of interaction between your customer and your dealership before the service transaction even begins
Brochure or letter received
Telephone call answered
Website visit and email contact
As a service team identify these points of interaction and decide what experience you want your customers to have at each point. Write down what you feel that experience should be and create a script to orchestrate the desired outcome. Answer these questions:
Is it easy for customers to contact the correct person in the dealership?
Is it easy for customers to contact your store by phone, by fax, by email?
Is your phone number clearly listed on all your materials, including your web site?
How quickly is the phone answered? Does everyone strive for the same standard (e.g. all inbound calls will be answered before the second ring)?
Are customers always greeted with a smile (on the phone or in person)?
Identify the interactions between your customer and the dealership during the sale:
Asks about service
Asks about service prices
Asks about service department hours
As a team, identify the typical interactions during service and decide what experience you want your customers to have at each point.
Some things to think about:
Are dealership employees smiling and pleasant throughout the process?
Are service advisors and greeters fully attentive to the customer (and only that one customer at that time)?
Are service advisors and service managers efficient in conducting the transaction?
Are service advisors trained to "lead" customers through the transaction so it's easy for the customer?
Is the customer ever required to wait too long to get serviced?
Do service advisors sincerely thank customers for their business?