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In the fast-moving world of car service, trust and punctuality are two keys to customer satisfaction, emphasized an industry coach.
These were just some of the key points a customer wants from their auto service, explained Greg Bunch, trainer at the Transformers Institute and owner of several repair shops, at the recent Worldpac Supplier and Training Expo. During the session First-class service advice: The art of trust-based salesHe stressed that service centers must focus on trust, punctuality and quality of service when a customer enters the store.
Bunch emphasized the importance of flawless service.
“Service without defects,” he explained, highlighting customers’ uncertainty about the quality of the repairs.
“When they bring their car into the shop, they’re afraid it won’t be fixed properly. Most of them have had a bad experience somewhere,” Bunch said, adding that there’s simply an expectation that the job will be done right, not a bonus for the customer.
Bunch emphasized the role of service advisors as project managers once a sale has been made.
“Service advisors, aren’t we the project managers once the sale is complete? I know some shops have a dispatcher. (But) if I promise Miss Jones that the car will be fixed properly, I’m ultimately responsible for it. If the car isn’t fixed properly, who is she going to blame: the guy in the back seat or you?” he asked, stressing the importance of accountability.
Punctuality, Bunch said, is both a perception and a reality that must be carefully managed. Customers who drop off their cars early often expect immediate attention. In their eyes, being at the shop when it opens at 8:00 a.m. sharp means having their car through the cargo doors at 8:05 a.m.
“If you don’t ask them what they expect — and then deal with the reality of the situation — you may end up with an angry customer,” he noted. “It’s up to the business to set expectations for punctuality.”
Greg Bunch of the Transformers Institute speaks during a class at Worldpac STX 2024 in Nashville.
Bunch also pointed out that perceptions of task duration have been distorted because many customers are conditioned to expect very short wait times for an oil change thanks to express services.
To meet these expectations, Bunch recommends clear communication.
“Now if I reset that expectation and say, ‘Hey, Mr. Jones, we think (the job will) take an hour, an hour and 15 minutes, but here’s why we do it: We have an ASE-certified technician inspect your vehicle from bumper to bumper. We give you a complete health report. We’re not just a place where he changes his oil. We look at the whole car.'”
This approach allows customers to decide whether the service meets their needs and whether they are willing to wait, he added.
Another important aspect that Bunch highlighted was the importance of customer service: Someone who is nice to them
“Can you believe it? Some people have the nerve to expect people to be nice to them. Unbelievable,” he said with a wink, emphasizing that being personable and friendly is the top priority for customers.
“People buy from people they know, like and trust,” he added.
Bunch also emphasized the importance of building long-term relationships with customers.
“People who know they’re coming back to you. They’re going to give you repeat customers. Hopefully, no one here works in a shop whose business policy is based on a one-hit wonder – cars come in, ram them as hard as they can and we don’t care if they ever come back,” he said.
