Continuing last month’s discussion of ways to kick-start the new year, we’ll again focus on shop image because of its direct link to the overall customer experience and your shop’s bottom line. Satisfied customers speak volumes about the service they received, providing you with repeat business and a direct conduit to referrals.

Senior Director of Marketing for Cintas Corporation Dave Mesko, says that the professional image that a shop displays often makes the crucial difference between an ordinary experience and one that encourages repeat business.

He offers the following  “image improvements” advice: 

• Develop customer area cleaning programs. The waiting area is the first opportunity to create a positive impression among customers. Keep this space in pristine condition to project the best possible image. Ensure that chairs, tables and refreshment stations are kept clean and free of debris and trash.

Keep a continuous supply of coffee, tea, soft drinks and snacks to accommodate varying customer preferences in refreshment areas and spot-check this area frequently to ensure items are stocked, and clean it once every few hours to remove spills and trash.

• Ensure personnel look their best. As employees serve as a vital point-of-contact in the shop, they offer an ideal opportunity to impress customers. Additionally, the image of your employees sends a message to customers about the level of service and care their vehicles will receive, and it helps techs feel more confident when they look their best.

Along those lines, hand-washing stations located throughout the service areas help ensure employees always greet customers with clean hands.

• Organize and clean service areas. As technicians sometimes bring customers into service bays to discuss their vehicle, these areas should ­always remain in top condition. Keep tools and parts organized by providing appropriate shelving and storage units.

In addition, the cleanliness of flooring throughout the service area is one of the most critical factors that can influence customer perception of the shop. Develop daily floor cleaning protocols that can easily be performed during slow periods to maintain flooring throughout service areas.

For the full article, click here: “What Image Does Your Business Project?”