Customers for Life: The Key to Earning Customer Loyalty and Trust

Customers for Life: The Key to Earning Customer Loyalty and Trust

Nothing about your business is guaranteed. The number of repair orders you write each day, the number of vehicles you service per month, the amount of money you’ll spend on tools, equipment and supplies, the amount of time you’ll spend working on and in your business, or your year-end profit.

You know all too well that it takes a lot of hard work, energy and effort to make your business succeed. You know that your sales and profits are the result of the intense and on-going planning and preparation you put into the key elements that make up your business. Your profitability is also contingent on the quality repairs you deliver, the quality parts you buy and great partnerships you have with your suppliers, who get you the parts you need, when you need them.

If only your customers would recognize that the dedication you have to your business mirrors the conviction you have to fix their vehicles in a precise, accurate, efficient manner. Some of your customers may appreciate this level of service, some don’t and some go elsewhere because they shop on price alone.

Provide value – Over-deliver on your customers’ expectations that you will fix their vehicle. Accurately diagnose the problem and fix it right the first time.

Gain trust – Educate your customers on the repairs you are performing and why they are necessary to restore the integrity of important vehicle systems. Provide complete vehicle inspections to be on the lookout for failed components in other critical systems.

Differentiate your shop – Find ways to let customers know that your shop is a cut above the rest. Get involved in industry activities, highlight your technicians’ certifications and promote your shop’s specialty.

Ensure quality – Deliver quality service by using quality parts that ensure lasting repairs. Employ some sort of customer feedback tool as a means to gauge customer satisfaction with the repair process.

Increase visibility – Get involved in the community and consider holding a car care clinic to showcase your shop’s service expertise, and to show customers that you care about educating them about vehicle maintenance.

The extra steps you take to ensure customer satisfaction is added assurance that you will earn your customers’ long-time loyalty and respect. Consider each repair you make an opportunity to keep each customer as a member of your shop’s fold.

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I realize this could be a polarizing issue for those on both the left and right. Some see it as a pro-business move to alleviate post-pandemic labor shortages. Others see it as a way for big corporations to hire cheap labor. Myself? I am taking the long-term view on the opportunity because it is a chance to introduce teenagers to the auto care industry.

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