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Mike Gorun

Mike Gorun Managing Partner/CEO

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Good Customer Service?

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Is your car dealership doing everything possible to keep your customers satisfied and happy?  Now, more than ever, your reputation for building relationships and retaining customers may depend on your company’s focus on providing the very best customer service.

How is good customer service defined?  There isn’t a clear cookie-cutter answer to the question on what makes up “good” service, however bad service is easier to define.  In your dealership, an extended time to receive a price on a vehicle, a phone that goes unanswered, or an email inquiry that takes hours, not minutes for a reply, could fall in the category of poor, or at least less than satisfactory customer service. And something as simple as giving the customer upfront, factual information the first time could mean the difference between a good customer service experience and a bad one.

Would you believe that failing to properly respond to a customer could haunt your car dealership for years to come?

According to this article, on Forbes.com, a poor customer service experience could result in a customer avoiding doing business for two years or longer.    

Today’s busy customers don’t want to wait to get answers or assistance.  It may be hard to convert minutes into dollars, but the longer a customer waits to receive information, answers or a resolution to a problem, the likelihood of dollars lost increases. Simultaneously, the probability of that customer returning to your dealership decreases  

According to the article, a quick resolution to a reported problem will more than likely yield a positive customer service experience. The root of great customer service begins and ends with the customer’s belief that you have their best interests in mind. Let’s face it; even though the auto industry’s reputation has improved over the last few years, consumers are generally still cautious when it comes to auto dealerships.

Imagine John Smith, a business executive with a six-figure income.  After his initial online research, he has chosen your dealership, based on customer reviews and the prompt, well-written email that he received after he submitted a lead to your store.  Upon his arrival, a sales manager greets John warmly when he steps inside the showroom.  He is shown the vehicle he inquired about and is given a fair and upfront price.  John appreciates the friendly, no-pressure approach of the sales consultant and manager that handles the sale.  Within a couple hours, he’s driving home his new luxury sedan.  John didn’t encounter any hassles while he was at your store, he was treated with respect and was given the opportunity to share his opinions and provide feedback about the store and the employees he dealt with.  Because of this, John is a satisfied customer and promises to be in for all of his service work.  A relationship was born.

From the receptionist to the general manager, everyone at a dealership has the opportunity to show that they care and have a genuine interest in the customer.  Sometimes it doesn’t take much more than a smile to have a good customer experience, but retaining customers for life takes outstanding service by outstanding employees.

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