Whether it’s favouring a supermarket or picking a restaurant, the power to choose who you spend your money with is one of life’s great privileges. As such, businesses are in constant competition with each other to not only win customers, but to keep them coming back.
The automotive aftermarket is no exception. With a wide range of options for customers, including dealerships, high street ‘fast fix’ brands and the IMT, it’s never been more important for businesses to differentiate themselves from their local rivals.
One relatively simple way of bolstering your chances of success is by delivering the very best customer experience. Here are five ways that you can enhance the service you deliver.
Personalised vehicle health reports
Instead of simply informing customers about issues found during servicing, you could create a personalised vehicle health report. Use photos, videos, and clear, understandable terminology to describe the issue, its implications, and the proposed solution. Not only does this build trust with the customer by demonstrating the problem, but it also helps to educate. This in turn gives the customer a sense of power and control over the situation, which is especially important if they’re faced with a major repair bill.
Don’t neglect your waiting area
Revamping a waiting room could be a game-changer when it comes to elevating customer experience. Comfortable seating, charging stations, free Wi-Fi and complimentary refreshments make pick-ups and drop-offs a pleasant experience. A clean, well-lit environment will also help to make customers feel welcome. You could even set up some working spaces, so that customers can get some work done while you’re working on their car.
Loyalty programs and exclusive offers
Rewarding repeat customers with a loyalty program is a great way to encourage repeat business. This could be in the form of discounts, freebies, or priority booking. Exclusive offers, such as seasonal checks, also encourage regular visits and provide ongoing assurance that the customer’s vehicle is in top shape.
Courtesy transportation
It’s often inconvenient for customers to drop off their car and seek alternative transportation. To help avoid this, you could consider offering courtesy vehicles or providing a pick-up and drop-off service.
Digital communication channels
Embracing technology is vital to attracting and maintaining customers. For example, a dedicated WhatsApp for Business profile and a regularly updated social media presence are two elements that motorists may specifically look out for when considering their options.
Having a strong social media presence, in particular, will help to bring your garage into the digital age. As well as helping to build brand awareness, social media can be a very effective way to create and maintain a positive image for your business.
Enhancing customer experience goes beyond attentive in-person service. It's about anticipating the customer's needs and implementing solutions that the customer didn’t realise they wanted or needed. When combined with exceptional mechanical proficiency, a garage will stand itself in great stead for increased business success.
