In the previous several weeks, we’ve had plenty of discussion about the customer experience. There’s a realization that customers are no longer content to come back to the dealership for service simply because they bought the car there. You have to treat them right.

Plenty of theories have been brought up, as well as a few action points. Aim for the best service possible, not just enough for a 5-star CSI score. Target the base issue first, and that’s to fix their car right. And definitely acknowledge that their time is valuable.

Those are all great to do and need to be the focus. But once you have those basics down, how can you put a personal touch on the service experience (as in the service department) at your dealership?

The Complaint

Customers often feel like they are just a number; like cattle herded through the stockyard. The tag isn’t in their ear but waving in their hand. It’s like standing in the return line at Walmart, waiting for the cashier to say, “Next!” They aren’t an individual – just another repair order number.

It makes the customer feel devalued when everything revolves around that RO number. It’s on every corner of the hard copy, the top and bottom of their invoice, the keytag when they pick their car up, and on their ‘claim-check’ tag too.

Use their Name

It’s an easy fix. Use the customer’s name. It’s that simple, but it’s extremely hard to do. Here are a few ways you can give your customer their name back when they’re in for service.

Start Interactions with an Introduction

It’s the basic greeting in the service drive: “Good morning! My name’s Jason, I’ll be helping you today. Who do I have the pleasure of meeting? Janine Baker? Is it alright if I call you Janine?”

Whatever your write-up process, greet the customer by name. If you happen to know ‘Janine’s’ name when they arrive, welcome them back.

Change the Conversation

When customers follow up on their vehicles, don’t make it about their last name. All too often, service advisors, cashiers, and call center personnel say, “Can I get your last name?” While it may be helpful, why not try something more personal? How about this: “Can I get your name? Thanks Janine, and to make sure I have the right person, what’s your last name? Alright, Janine Baker, let me take a look.”

Document It Differently

If your store is writing or typing out estimates or emails, or even for writing notes on the hardcopy or invoice, give it a name before a number. It’s a simple shift but it’s big in the customer’s eyes. When they see their name, it adds personalization and value. You might need to reprint forms that are handwritten such as multi-point inspection sheets and estimate sheets to predominantly display the name. And there’s still a place for the RO number on it. Just don’t put it ahead of the customer’s name…and use the full name, not just the last name.

It might not seem like an important detail – one that you’ll have to take pains to make a routine among your staff. And it shouldn’t be put in priority over excellent customer service and fixed first visit. But to make customers feel more valued, it’s worth it.