6 Key Steps – Service

Creating Customer Advocates

Step Examples of Appropriate Behaviors and Actions

1. Listen to Try to learn what a customer’s needs are, and what he/she wants from a relationship with you and
understand your the dealership.
customers  Have a thorough understanding of your customer’s needs before you begin thinking about
which repairs and/or parts are needed
 Use a survey to ask your customer what he/she thinks of your service and helpfulness during
the vehicle re-delivery process
 Listen to the “Voice of the Customer”
– Read the customer comments section on surveys
– Look for trends
 Use customer feedback as learning opportunities
2. Provide a high level Act as though the customer is an important guest in your dealership. Because a vehicle purchase is a
of professionalism major investment, the customer should be treated well.
 Greet customers in a friendly and professional manner, and project a positive attitude
through your body language
 Be neat in appearance and wear a name badge
 Be thorough – conduct a Walkaround of the vehicle with your customer. If there are any
potential issues, discuss with the customer
 Continually update the customer on the status of the service
 Explain all financial details, including parts, labor, warranty coverage, etc.
 Make the service experience as easy as possible for the customer
3. Provide exceptional Provide an exceptional service so that the customer wants to come back to you.
service  Know your products
 Help the customer through the process – description of the issue, service write-up, analysis of
the issue, repair, manager sign-off, vehicle re-delivery
 Provide status updates as promised, don’t leave your customer wondering
 Return all customer calls and email messages within 24 hours
 Complete repairs accurately and in a timely manner
 Order parts correctly and timely
 Return the customer’s vehicle in a better condition than received
4. Give your Give your customers something to talk about, in a good way!
customers  Know how to use the technologies in the vehicle such as improved safety features, 4WD
something positive systems, media system, etc.
to talk about  Provide transportation if needed
 Show the customer where the customer lounge is
 Offer free Wi-Fi in the dealership
 Provide a play area for children
5. Manage your Find out what people are saying about you on social media.
reputation  Thank the customer for the post and promptly respond accordingly, with respect
 Acknowledge comments and ask questions as needed
6. Be consistent Consistently exceed your customers’ expectations — every time.
 Customers need to believe they can count on you, again and again
 With consistency comes credibility, loyalty and referrals

FCA US LLC Creating Customer Advocates – Web Course

FCA Performance Institute – International Training 1 10/6/2015