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From: Jared Hamilton
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Derrick Woolfson

Derrick Woolfson Business Development Manager

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Trust Isn't Limited to Just Offering Pricing & Services Online

Trust is imperative as it offers the customer the peace of mind that they have made the right decision regarding the servicing of their vehicle. And while the trust is earned through providing the correct information on the site such as accurate pricing, services, and rentals.  Earning the customers trust is also an integral part of other services offered with chat & text being a considerable part of that! 

When is the last time you were on your site and went through the chat or text process? Do you offer that on your site? Those that do offer it - do you have their chat reps handle the leads? If so, have you taken the time to speak with your account manager setting expectations for how customers are to be handled? 

Here are the top things to review and check-out to earn their trust! 

Chat Service 

Chatting can be very convenient for the customer. Where more often than not the customer is simply wanting to book an appointment. Perhaps asking a question about their service inquiring about what their contract entails. Sounds simple enough right? 

The problem comes into play, however, if the customer asks a question that the rep is unable to answer. And what's worse is if the rep misinforms the customer about a service cost or their service contract. When the customer arrives - the service advisor is most likely unaware of where the appointment came from much less what was offered - the customer than has to feel as if they are defending themselves with the information they were provided. Starting the visit off on a bad note. All because the chat rep was misinformed about policy.

Just in the last two weeks, we had a chat where the customer was told that windshield wipers were a part of the service contract. When the customer arrived and asked “what type of windshield wipers they were getting” the service advisor looked with a blank stare offering that it is not at all apart of the contract. The customer got upset and while we were able to de-escalate the situation it made for a frustrating experience for both the customer and advisor!  

Take the extra minute and work with the account rep to ensure they are on the same page about expectations on customer questions & services! 

Texting 

Having all of these options are GREAT! But, not so great when a customer texts you and their response goes into the abyss as no one is checking the CRM for unmatched texting conversations. 
The customer texts a simple question - can I wait for my vehicle tomorrow while it is in service? Only to not get a response. Comes in the next day and it's completely backed up! And will take 3+ hours for the service! No fun for anyone. 

Do you use texting for service? If so, who handles the texting conversations?

Booking the Appointment 

When the customer schedules their appointment for a service (and the pricing is offered for the said service online), they are expecting it to be the same cost. Now mind you, of course, there will be the situation where the customer did not select the right service for their vehicle. And the advisor has to explain to the customer the price difference. Sure the customer might be slightly upset. But they are most likely going to be more understanding then if the customer were to have selected a service and the cost is much higher in store than of what was advertised! 

Do you show pricing within the service scheduler? If so, has it made a difference in overall spend? 

Bottom Line: if you are offering services to assist the customer offering them a more transparent experience then make sure the quality of their experience is the level of customer service you expect! Turn Key is GREAT, BUT only great if it WORKS! 

When is the last time you used your chat service to book an appointment? How was your experience? Do you manage chat/text in-house? 
 

Amanda Gordon

Great info Derrick. We just opened a small scale service dept to our business model and this all valuable info on the path to getting the word out and making it a successful entity.

Derrick Woolfson

That is very exciting! And certainly a way to increase revenue! 

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