Mirror, Mirror…

“Take care of the customer, take care of the customer, take care of the customer” – this was the response of one of my colleagues when I asked him what he does to ensure complete customer satisfaction. The answer is simple, direct, and speaks the truth.

Our own personal interests and agendas often blind us and we may lose sight of the real issue at hand: making the repair experience as painless as possible for the consumer. The customer does not want to hear about our challenges. They want their vehicle repaired, they want to be informed, and they want to be treated in the best manner possible.

As collision repairers, we have the most direct contact with the consumer. We are the ones that provide the estimate, explain the repair process, arrange the rental vehicle, and of course complete the guaranteed repairs. How we handle the customer throughout this process influences the customer’s perception of not only us but our partners such as insurers.

In our industry, we are all part of the solution: whether you are the rental car business, the repairer or the insurance company. If the consumer is unhappy with any aspect of the “service chain”, this will reflect directly on all parties involved. You could say that we are all part of a reflection in a mirror. And it is not the kind of mirror seen in an amusement park that distorts image, instead it is clear and does not hide imperfections but magnifies them.

As collision repairers, if we do not provide the ultimate service, our imperfections will be reflected on the insurer. The insurance company recommends the customer to us, and if we do not provide quality service, it will make all parties involved look sub-standard. We are your reflection, the reflection seen through customers’ eyes.

EVOLVED EXPECTATIONS

Customer service has evolved. No longer can you simply smile and say please and thank you. Customers expect more for less and we must strive to satisfy these demands by creating the ultimate customer experience in every department.

I recently read an article in our Collision Solutions Network (CSN) winter newsletter, written by one of our members. It was entitled, “We Repair People”. This article demonstrated that as collision repairers, we not only have to repair the vehicle but go one step beyond and repair the emotions that go with it. The article was about a family who suffered a collision on a snowy day during the holiday season. This shop knew the vehicle was a write-off and that there would be no immediate monetary value in assisting the family, yet they proceeded to explain every aspect of the situation to them to create a sense of comfort and security.

As members of the collision repair industry, that is part of our job (at least if we do it right), to bring back the security that the individual felt before the accident. We must minimize the frustration that goes with the accident by thoroughly explaining the repair process so the customer can understand why certain things must be completed for safety, and how we will be providing the most optimal solution for them.

CUSTOMER RETENTION

Customer retention is an important element in our industry. Gone are the days where we can take customer loyalty for granted. With the increase in insurance premiums, price has become a significant aspect to the consumer. We must do everything in our power to guarantee the customer is satisfied, and to do this collectively as an industry.

Third-party customer satisfaction indexing provides evidence of quality service. It allows for unbiased customer feedback because the customer is willing to share their concerns with a neutral party. It also provides an opportunity for the company to rectify the situation if needed. It also allows insurers to know that we kept our promise: we satisfied the customer.

The ultimate goal has to be to satisfy the customer – no matter how he/she arrives at the facility. As an industry, we need to work together: ultimate customer service requires team work to achieve common goals. The following is an appropriate quote from Alexandra Stoddard that summarizes this end: “What we do today, right now, will have an accumulated effect on all our tomorrows.” Our actions impact more than just ourselves. Customer service is about treating others as you would like to be treated. So let us reflect a professional image.