Survive the Recession – Build Customer Loyalty
As a business consultant, I often tell clients that customer service can make or break a business. Service, service, service. Nothing is more important. The other day, I had a firsthand example of my mantra in action.
I took my Lincoln MKS to the dealership (Varsity Lincoln Mercury in Novi, Michigan) for a repair on a door lock. I was told the part was on backorder. A week later, Bill Hardin, from their service department called to tell me that the supplier for that part had gone out of business. Ford had located another source but there would be a delay. I’m thinking this is just another example of how this economy has affected everything. An auto supplier goes out of business and I’m left waiting for a part. Another reason people are nervous about buying a new car. I didn’t say anything, but I was on the verge of becoming an unhappy customer.
But then something really extraordinary happened. Bill told me that when the part came in, his service department would arrange to pick up my car, leave a loaner, give me a dinner for two at a local restaurant, and detail my car - free perks to apologize for the inconvenience. Above and beyond the call – and offered without my asking! Treat the customer like a king. That’s what it takes in this economy. Today, no business can afford unhappy customers.
I called the Sales Manager, Dean Silver, to tell him how Bill had turned a disappointment into a rave review. Silver said customer service is a priority and more important than ever. Kudos!
Nothing makes a more lasting impression than bad service. Nothing makes a more loyal customer than great service. The businesses who will survive this recession will be the ones who go to new heights to keep their customers happy and build customer loyalty.
When your customers talk about YOUR service, what will they say?
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