For years, we have focused on providing our service customers with a warm, welcoming greeting that puts them at ease when they arrive. A typical conversation might sound like this:
“Good morning, Ron. I see you’re here today for your annual service. Will you be waiting for your vehicle, or would you prefer transportation home?”
Customers are accustomed to being welcomed by greeters at Walmart, restaurants, and hotel lobbies. While the greeting is critical to starting the business exchange on the right foot, too often, dealerships overlook the equally important final interaction — the customers’ exit experience.
More than once, I’ve been handed an invoice to sign while the cashier was busy on the phone or chatting with a colleague. After signing, my keys were hastily thrust at me with a vague arm gesture toward my car. That hurried, impersonal, moment became the last impression I carried with me to seal the dealership experience.
Think about deplaning after a flight. The attendants smile and thank every passenger. They understand that while first impressions matter, final impressions leave the deepest mark.
Planning a thoughtful, customer-focused exit experience is essential to delivering true service excellence. Unfortunately, some dealerships have installed payment systems that prompt customers for a digital tip at checkout after already paying for an expensive repair. This can alienate even your most loyal clients.
Many dealerships believe they can enhance customer retention simply by matching competitors’ prices. In reality, customers choose your store because they trust you and value the assurance of manufacturer-recommended service. Let’s make sure the final memory of the visit is a positive one: the vehicle delivered with the driver’s seat adjusted just the way it was dropped off, the radio set back on the customer’s station, and a warm, sincere thank you for the business.
Ron Overs - PublisherFixed Ops Magazine714-803-5476Ron@FixedOpsmag.com
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