Communication Makes Everything Easier

In our fast-paced society, some of the things done just a short time ago to impress and retain customers no longer work. Today, business owners can’t always keep on top of the latest and greatest ways to keep their customers loyal.  However, there is one thing that hasn’t changed much over the years – personal interaction without expecting immediate returns: a friendship of sorts.

Communication has always been one of the keys to long-term customer satisfaction.  Without any motive to sell your services, or set up another appointment, something as simple as a follow-up phone call can have a tremendous effect on customer satisfaction and loyalty. Even if you fail to reach the customer, leaving a brief message could still make them feel appreciated.

Simply pick up the phone and talk to your customers. This could score more business for you in the future.  Who should be making these calls?  Ideally, the person who will be interacting with the customer in the future. While that may not always be possible, this personalized service and attention to each customer is what will impress upon them that you consider them important, value their business and care about them — even when they aren’t actively at your dealership buying a vehicle or getting it serviced.

Imagine “Jack”, one of your service advisors.  On a slow day, he takes a list of customers he previously assisted.  Away from distractions, he picks up the phone and spends just a of couple minutes on each call. About an hour later, he may have touched twenty customers, and somewhere in the mix, and without Jack’s prompting, a customer mentions that they want to schedule their next service visit.  Without even trying, Jack has new business lined up for your dealership. A little time spent cultivating his customer base today could yield significant business in the future, both from these customers and any they refer to the dealership by being happy, satisfied customers.

If you have the resources, and your employees value customer relationships, have them take a bit of time to pick up the phone and bring a smile to your customers’ faces. It’s not so much what is said on the phone, it’s simply being remembered.

It’s the personal thought that counts and it’s that personalized attention you bring to customers that will keep them coming back.

Author: Michael Gorun

Michael Gorun is founder of Performance Loyalty Group, a technology-based owner retention and loyalty company. He has more than 25 years in operational service management positions for Ford, Nissan and General Motors. He can be reached at: mgorun@performanceloyalty.com.