Regardless of the type and size of your operation, good customer service is essential. Be aware that “customers” can be both external and internal.
The concept of customer service seems to be understood, but, sadly, it is not well employed. Moreover, few organizations devote the time, effort and resources to provide customer service, never mind strive for exceptional customer service (ECS).
Obviously, these organizations do not comprehend the competitive advantages that come from ECS. Benefits such as happy customers, repeat customers, loyal customers, positive word-of-mouth marketing and enhancement of a business’ reputation all help the company grow and prosper.
We are so unaccustomed to real customer service that when we see it, we are dazzled by it.
All About Performance
It has been my experience that when it comes to customer service, words are words, explanations are explanations and promises are promises. Only performance is reality, and believe it or not, it is the little things that make a big difference.
It had been quite some time since I experienced a “wow” customer service experience. Then I had the pleasure of dealing with a repair shop that excels in ECS.
My elderly aunt, who lives out of town, was experiencing electrical problems with her car. Only the headlights worked. Plus, the car also was missing the right front turn signal module due to damage from an accident.
A Referral
I phoned my local garage, Green’s Garage, and spoke with the owner, Larry Green. I’ve been dealing with Larry for many years because he consistently provides exceptional customer service. Nothing is ever a problem with him and his people. The entire organization epitomizes a “can do” attitude and always gets the job done right, when promised, the first time.
I asked Larry if he could refer me to a shop in the vicinity where my aunt lives. He did, and he gave me a referral for the Rockville Auto Clinic in Rockville, Md.
I called and made an appointment. I explained the situation and said that I’d be willing to pay for expedited service because I couldn’t leave the car. I was told that wasn’t unnecessary.
Information Pipeline
When I arrived, I was warmly greeted by Marques, the shop manager. We went over the problems with my aunt’s car. “No problem,” he told me, and drove the car into the shop.
In about 15 minutes, he returned and informed me they had determined what the electrical problem was and what repairs were required for all the work. He then gave me an estimate of the cost and how long it would take, and asked me if it was okay to proceed. I gave the go-ahead.
Sometime later, he let me know the local car dealer did not have in stock the turn signal module for my aunt’s car. “Not too worry,” he said, and told me he located a module at a nearby junkyard. He then gave me a revised cost and finish time.
When the job was completed, Marques drove the car up to the front door. He reviewed the bill with me, line by line. Afterward, he walked me out to the car to show me that all the work had in fact been done.
“Are your completely satisfied with your service visit?” he asked. “I certainly am,” I replied.
Marques handed me my receipt, along with his business card and instructed me to call him if there was any problem. Attached to the bill was a postage-paid postcard that contained a five-question customer satisfaction survey, which he asked me to complete, and I did.
That Phone Call
Much to my surprise, the Rockville Auto Clinic’s owner, Jeff, phoned me a week later. He said he’d been on vacation and was calling customers to make sure they were happy with the work they had done at his shop.
I don’t recall that ever happening before. ECS.
The Point
The purpose of my sharing this experience is that this business gave me, the customer, not only more than I had expected in the way of service, but it exceeded my expectations throughout the business relationship.
I will remain a customer, and I have already referred others to the shop.
Adding value and exceeding customer expectations through exceptional customer service is what provides the foundation for word-of-mouth marketing. Referrals from dazzled customers are the best source of new business.
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