Editor's Notebook: Give Your Customers Reason to Return for Service
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Editor’s Notebook: Give Your Customers Reason to Return for Service

With customers having so many choices today for many of the products or services they buy, businesses that want to attract new customers need to actively take steps to deliver the highest level of value and service.

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The challenge to win and retain customers by exceeding their expectations should rank among one of your most important growth strategies. With customers having so many choices today for many of the products or services they buy, businesses that want to attract new customers need to actively take steps to deliver the highest level of value and ­service. And that means delivering more than just quality products.

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Customers today are in constant search of more value-added features and benefits before they make purchasing decisions. Think about your favorite retail establishments, and then think about “why” you return time and time again to patronize them.

Maybe it’s the extra care you get, a freebie gift when you make a purchase, or knowing that someone went above and beyond the call of duty to make your experience a positive one.

I know that’s the case when I go to my dentist. Even though there are no evening or Saturday appointment hours, which would work best with my schedule, I remain a loyal customer. Why? Besides the fact that I get the highest quality care from a highly skilled and trained dentist, there are so many outstanding features that make me actually look forward to going to the dentist. For example, the facility is state-of-the-art, clean, comfortable and welcoming. There are complimentary beverages (water, juice and coffee) in the lobby, as well as games, books and even a Nintendo Wii to entertain one’s children. The staff is super friendly and you can tell they love what they do.

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Plus, I get text and e-mail reminders about my appointments, and they pamper me while I’m there with a paraffin hand wax, neck warmer and option to watch a movie (it’s almost like a mini-spa experience). What’s not to love about going to my dentist?

Your customers already expect quality repairs and trust you will fix their vehicles using highest-quality parts that will restore their vehicle to peak operating performance. So promoting your shop’s services on a quality message alone will not be your best strategy. You need to determine which features and benefits will have the most impact in securing repeat customers and enticing new ones. For starters, how about impressing upon them the fact that your techs have the expertise to fix their vehicles more efficiently and effectively than the competition, because they are properly trained and have access to the latest diagnostic equipment to help them get the job done right the first time.  

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Make winning over customers a priority, and give them compelling reasons to return for service. If you don’t overlook this basic business-building strategy, customers won’t overlook you.

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