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In addition, it leads to a stress free life – if your customers are happy then they do not complain and that takes a lot of stress out of the job. Perhaps you are one of the few business that have a ‘customer care charter’ – a set of defined values on how you treat your customers.
If not perhaps, you should consider devising a ‘Charter’ – a set of rules on how visitors to your business should be treated and set of values that will define the ownership experience.
In conversation with a Dealer Principal this week, we got to sharing ‘war stories’ about customer expectations and how the industry treats customers. It went something like this, “an ex-customer who had bought another brand had turned up at the Service Department of the Dealership of their newly chosen brand with their newly chosen vehicle expecting a courtesy car.
So, he called the old dealership (different franchise and no longer supplying or servicing his car) just to unload to the DP that the service wasn’t as good at the new place. Now, there is no guarantee that he will get the business back next time the customer changes his car, but he has put himself in pole position.


As we talked through the attitude of many salespeople and aftersales people and the poor customer focus at many car dealerships, I drew the analogy of buying a watch. If you think about the average price of a new car as being somewhere around the ?10,000 mark with a profit on the metal of between ?500 and ?1100 then it poses a dichotomy for the average car dealership.
If you were spending ?10,000 on a watch then you would expect to be treated like royalty, you would want the staff in the shop to go to extraordinary lengths of service to persuade you to buy the watch. Set your service levels at the very top of your price range and do not accept any compromise by any of your team. Make your business the stuff of urban legend when it comes to the customer experience and watch your profits soar. Interesting that ryan air yesterday announced a 60% rise in profits because they are now focussing on customer service, something they had previously been proud to ignore.
My weekly blog shares with you dynamic techniques to improve your sales, aftersales, customer satisfaction, repeat sales and referrals.


I once sat with a very famous Motor Dealer Group Chairman (a Knight of the Realm no less) who is sadly no longer with us, and he said that he found “all this nonsense about customer satisfaction bunkum! A set of principles that you share with your customers that will allow them to understand what to expect from your business. Plus, as a piece of advertising for customer service it is brilliant (and cheap) as everyone is aware of the legendary customer service at garage A and the appalling service at garage B. Outline key actions and responsibilities, let your team know that you care, and that you have standards that they must live up to – in short, set your stall out to be brilliant at customer service.
On explaining that he hadn’t been told he that he needed to book a courtesy car, although apologetic they explained that there wasn’t one available.



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