Customer satisfaction is what everyone is talking about, but how does it impact my dealer workshop bottom line.

1. Satisfied Customers – Why Are They Really Important For My Net Profit Section 5

2. Customer Satisfaction 5.1 Why Customers Run Away and How to Get Them Back 5.2 What is Customer Service? 5.3 How to Build Up a Service Culture 5.4 Identifying a Customer Service Strategy

3. Customer Satisfaction 5.5 Customer Equity 5.6 10-Point Customer Service Commitment 5.7 Managing Success 5.8 Why We Fail

4. “If it costs 1 to maintain an old customer, it will cost 6 to get a new and 21 to regain a lost one.” Study by Volvo CE Food For Thought

5. 5.1 Customer Satisfaction 5.1 Why Customers Run Away and How to Get Them Back

6. 5.1 Customer Satisfaction Gone After Warranty 5.1 Why Customers Run Away, Typical Perceptions Workshop Rips Us Off Workshop is Too Slow Replaces More Than Required

7. 5.1 Customer Satisfaction 5.1 Why Customers Run Away, Typical Perceptions Cont’d They Don’t Follow Up Poor Parts Availability Opening Hours

8. 5.1 Customer Satisfaction 5.1.1 Customers Only Use the Distributor Workshop During the Warranty Period. After That They Are Gone

9. 5.1 Customer Satisfaction Biggest Issue for Most Workshops 5.1.1 Customers Only Use the Distributor Workshop During the Warranty Period. After That They Are Gone Build Relation During Warranty Repair/Maintenance Agreements Show Them That You Add Value

10. 5.1 Customer Satisfaction 5.1.2 The Workshop is Just Trying to Rip Us Off

11. 5.1 Customer Satisfaction Add Value Through: Better unit Uptime 5.1.2 The Workshop is Just Trying to Rip Us Off Menu Pricing Standard Times Repair/Maintenance Agreements

12. 5.1 Customer Satisfaction 5.1.3 Time – When Repaired By The Distributor Workshop It Can Be Gone For Months

13. 5.1 Customer Satisfaction Prevention 5.1.3 Time – When Repaired By The Distributor Workshop It Can Be Gone For Months Parts Forecasting Improve Diagnostic Skills Show the Customer You Care

14. 5.1 Customer Satisfaction 5.1.4 Lack of Trust – They Replace More Parts Than Is Required To Generate More Income For Themselves

15. 5.1 Customer Satisfaction 5.1.4 Lack of Trust – They Replace More Parts Than Is Required To Generate More Income For Themselves Menu Prices/Std Times Workshop Fill-rate Up Improve Skills Show the Customer You Care

16. 5.1 Customer Satisfaction 5.1.5 They Don’t Follow Up

17. 5.1 Customer Satisfaction Improve Work Order Management 5.1.5 They Don’t Follow Up If Delay, Call Customer Parts Order Follow-Up Improve Skills

18. 5.1 Customer Satisfaction 5.1.6 Poor Spare Parts Availability

19. 5.1 Customer Satisfaction Service To Assist in Forecasting 5.1.6 Poor Spare Parts Availability Population List - Prioritize Models Reduce Dead-Stock Reduce Cycle-Time

20. 5.1 Customer Satisfaction 5.1.7 Opening Hours – Workshop Not Open When It Suits The Customer

21. 5.1 Customer Satisfaction What Are Suitable Opening Hours? 5.1.7 Opening Hours – Workshop Not Open When It Suits The Customer How Much Extra Business? Start With Small Team Measure Results - Correct And Improve

22. 5.1 Customer Satisfaction 5.1.8 They Cheat Their Customers

23. 5.1 Customer Satisfaction Over-charge 5.1.8 Customers Run Away Because They Think You: Don’t Care Don’t Follow Up Have No Parts Take Too Long

24. 5.1 Customer Satisfaction Change All That To Stay In Business!

25. 5.1 Customer Satisfaction 5.1.9 Make Your Customers Your Greatest Asset

26. 5.1 Customer Satisfaction Spend More Come Back 5.1.9 Loyal and Happy Customers: Pay Their Bills Don’t Dispute Stay In Tough Times Refers You To Others

27. 5.2 Customer Satisfaction 5.2 What Is Customer Service?

28. 5.2 Customer Satisfaction It Is Intangible 5.2 What is Customer Service? 2 Dimensions 5 Key Elements

29. 5.2 Customer Satisfaction 5.2.1 Customer Service Is Intangible

30. 5.2 Customer Satisfaction Satisfaction 5.2.1 Customer Service Is Intangible And Is About: Attentiveness Flow Helpfulness Sensitivity

31. 5.2 Customer Satisfaction Tone 5.2.1 Customer Service Is Intangible And Is About: Cont’d Attitude Knowledge Understanding Tact and Guidance

32. 5.2 Customer Satisfaction 5.2.2 The 2 Dimensions of Customer Service

33. 5.2 Customer Satisfaction 5.2.2 The 2 Dimensions of Customer Service Procedural Personal

34. 5.2 Personal Customer Satisfaction We Don’t Care Procedural - Low Personal Service - Low We try, but don’t know what happens Procedural - Low Personal Service - High Procedural The Freezer The Friendly Zoo You are a number to be processed Procedural - High Personal Service - Low We care and we deliver Procedural - High Personal Service - High The Factory Quality Service

35. 5.2 Customer Satisfaction 5.2.3 5 Key Elements of Customer Service

36. 5.2 Customer Satisfaction Reliability Assurance 5.2.3 5 Key Elements of Customer Service Tangible Empathy Responsiveness

37. 5.2 Customer Satisfaction Deliver as Promised Correctly Identify Customer Needs 5.2.3.1 Reliability Promise Only What You Can Deliver Follow Through

38. 5.2 Customer Satisfaction Knowledge/Courtesy Convey Trust and Confidence 5.2.3.2 Assurance Serve One Customer at a Time Positive Communication Describe Products Well

39. 5.2 Customer Satisfaction Suitable Facilities Proper Appearance 5.2.3.3 Tangible Functional Clean Environment Well Groomed

40. 5.2 Customer Satisfaction Care and Individual Attention Listen For Emotions 5.2.3.4 Empathy “Walk in Their Shoes” Respond Compassionately Address Their Needs

41. 5.2 Customer Satisfaction Willingness to Help Positive Can-do Attitude 5.2.3.5 Responsiveness Act Immediately Satisfy Their Needs Follow Up

42. 5.3 Customer Satisfaction 5.3 Building Up A Customer Service Culture

43. 5.3 Customer Satisfaction 5.3.1 Service Culture

44. 5.3 Customer Satisfaction Delivery System Service Mission Employee Roles Policies/ Procedures Service Culture Training Motivators/Rewards Products/ Services Management Support

45. 5.3 Customer Satisfaction 5.3.1.1 Service Mission

46. 5.3 Customer Satisfaction A Direction/Vision That Sets the Spirit of the Day-to-Day Activities and The Interaction With Customers 5.3.1.1 Service Mission

47. 5.3 Customer Satisfaction 5.3.1.2 Products/Services

48. 5.3 Customer Satisfaction All Products and Services Offered by The Organization That Meet The Needs of Its Customers 5.3.1.2 Products/Services

49. 5.3 Customer Satisfaction 5.3.1.3 Delivery Systems

50. 5.3 Customer Satisfaction The Way an Organization is Set Up To Deliver Its Products and Services to The Customers 5.3.1.3 Delivery Systems

51. 5.3 Customer Satisfaction 5.3.1.4 Training

52. 5.3 Customer Satisfaction Various Ways to Improve the Employees Knowledge, Skills and Attitude Towards Customer Service 5.3.1.4 Training

53. 5.3 Customer Satisfaction 5.3.1.5 Motivators/Rewards

54. 5.3 Customer Satisfaction Monetary and/or Recognition Drivers to Boost Customer Service Excellence 5.3.1.5 Motivators/Rewards

55. 5.3 Customer Satisfaction 5.3.1.6 Employee Role and Expectations

56. 5.3 Customer Satisfaction Definition of the Employees Role in Customer Service and How Such Performance Will Be Measured 5.3.1.6 Employee Role and Expectations

57. 5.3 Customer Satisfaction 5.3.1.7 Policies and Procedures

58. 5.3 Customer Satisfaction Guidelines Describing How Different Situations and Interactions Should Be Handled 5.3.1.7 Policies and Procedures

59. 5.3 Customer Satisfaction 5.3.1.8 Management Support

60. 5.3 Customer Satisfaction How and To What Extent Management Will Be Available To Assist in Critical Situations 5.3.1.8 Management Support

61. 5.3 Customer Satisfaction 5.3.2 What You Should Know As a Customer Service Person = Everyone in The Organization

62. 5.3 Customer Satisfaction Your Organization 5.3.2 What You Should Know As a Customer Service Person = Everyone in The Organization Your Products/Services Your Customers Your Market Your Competitors

63. 5.3 Customer Satisfaction Mission and Vision 5.3.2.1 Know Your Organization Company Culture Customer Interaction Policies and Procedures Company Support For Products/Services

64. 5.3 Customer Satisfaction Data And Specification 5.3.2.2 Know Your Products/Services Configuration Maintenance And Care Price And Delivery

65. 5.3 Customer Satisfaction Customer Needs 5.3.2.3 Know Your Customers Customer Concerns Customer Personality

66. 5.3 Customer Satisfaction Market Size Application Profile 5.3.2.4 Know Your Market Geographical Issues Commercial Issues Legislative Issues

67. 5.3 Customer Satisfaction Main Competitors Their Offerings 5.3.2.5 Know Your Competitors Their Strengths Their Weaknesses Their Strategy

68. 5.3 Customer Satisfaction 5.3.3 The 5 “C” in Giving Good Customer Information

69. 5.3 Customer Satisfaction Clear 5.3.3 The 5 “C” in Giving Good Customer Information Concise Correct Complete Courteous

70. 5.3 Customer Satisfaction 5.3.4 What Makes a Good Listener?

71. 5.3 Customer Satisfaction Empathy Understanding 5.3.4 What Makes a Good Listener? Patience Attentiveness Objectivity

72. 5.3 Customer Satisfaction 5.3.5 Customer Focused Behavior

73. 5.3 Customer Satisfaction Act Promptly Guide Instead of Direct 5.3.5 Customer Focused Behavior Don’t Rush The Customer Offer Assistance Avoid Unprofessional Actions

74. 5.3 Customer Satisfaction 5.3.6 Addressing Customer Needs

75. 5.3 Customer Satisfaction To Feel Welcome To Be Understood 5.3.6 Addressing Customer Needs To Feel Comfortable To Feel Appreciated To Feel Important To Be Respected

76. 5.3 Customer Satisfaction 5.3.6.1 To Feel Welcome

77. 5.3 Customer Satisfaction Enthusiastic Greeting Warm/Friendly Smile 5.3.6.1 To Feel Welcome Use Customer’s Name Thank The Customer Be Positive

78. 5.3 Customer Satisfaction 5.3.6.2 To Feel Understood

79. 5.3 Customer Satisfaction Listen Actively Paraphrase 5.3.6.2 To Feel Understood Ask Key Questions Give Positive Feedback Empathize

80. 5.3 Customer Satisfaction 5.3.6.3 To Feel Comfortable

81. 5.3 Customer Satisfaction Enthusiastic Welcome 5.3.6.3 To Feel Comfortable Relieve Anxiety Explain Actions Calmly Ensure Physical Comfort

82. 5.3 Customer Satisfaction 5.3.6.4 To Feel Appreciated

83. 5.3 Customer Satisfaction Thank The Customer Follow Up 5.3.6.4 To Feel Appreciated Over-Deliver Special Offers Remember Details About The Customer

84. 5.3 Customer Satisfaction 5.3.6.5 To Feel Important

85. 5.3 Customer Satisfaction Use Customer’s Name 5.3.6.5 To Feel Important Special Treatment Whenever Possible Extract Customer’s Opinions

86. 5.3 Customer Satisfaction 5.3.6.6 To Feel Respected

87. 5.3 Customer Satisfaction Listen Don’t Interrupt 5.3.6.6 To Be Respected Acknowledge Customer’s Concerns Take Time To Serve Ask Advice and Feedback

88. 5.3 Customer Satisfaction 5.3.8 Dealing With Difficult Customers

89. 5.3 Customer Satisfaction Never Take It Personal Remain Calm - Listen 5.3.8 Dealing With Difficult Customers Focus On The Problem Reward Yourself When Successful When All Else Fail, Ask For Help

90. 5.4 Customer Satisfaction 5.4 Identifying a Customer Service Strategy

91. 5.4 Customer Satisfaction Determine What Is Most Important For Your Customers 5.4.1 Step 1

92. 5.4 Customer Satisfaction Determine The Weakest Areas Of Your Competitors 5.4.1 Step 2

93. 5.4 Customer Satisfaction Determine The Company’s Current And Potential Resources and Capabilities 5.4.1 Step 3

94. 5.4 Customer Satisfaction Develop a Strategy That: Addresses Important Customer Needs 5.4.1 Step 4 Exploits Competitor’s Weak Areas Fits Company’s Capabilities and Potentials

95. 5.4 Customer Satisfaction 5.4.2 4 Core Elements Of Service Strategy

96. 5.4 Customer Satisfaction Service Reliability 5.4.2 4 Core Elements Of Service Strategy Service Surprise Service Recovery Service Fairness

97. 5.4 Customer Satisfaction Accurate 5.4.2.1 Service Reliability Dependable Keep Promises Is Attitude and Design

98. 5.4 Customer Satisfaction The Unexpected Extra 5.4.2.2 Service Surprise Surprise with Details The “Wow Factor” “Majors with Minors”

99. 5.4 Customer Satisfaction How to Regain Customer Confidence? Stand Behind Your Service 5.4.2.3 Service Recovery Identify the Problems Resolve Effectively Improve the System

100. 5.4 Customer Satisfaction Level Playing Field Company - Customer 5.4.2.4 Service Fairness Ethical

101. 5.4 Customer Satisfaction Keep Promises - Reliability Offer Clean Premises - Tangibles Give Prompt Service - Responsiveness Be Competent/Courteous - Assurance Extend Caring Individualized Attention - Empathy

102. 5.5 Customer Satisfaction 5.5 Customer Equity

103. 5.5 Customer Satisfaction The Total of the Discounted Lifetime Values of All the Firm’s Customers 5.5 Definitions A Firm is Only as Good as its Customer Think it Will Be the Next Time They Will Do Business With That Firm

104. 5.5 Customer Satisfaction 5.5.1 3 Drivers of Customer Equity

105. 5.5 Customer Satisfaction Value Equity 5.5.1 3 Drivers of Customer Equity Brand Equity Retention Equity

106. 5.5 Customer Satisfaction The Customer’s Objective Evaluation of the Firm’s Offerings 5.5.1.1 Value Equity Drivers of Value Equity: Quality of Offerings Price Convenience To Do Business With The Firm

107. 5.5 Customer Satisfaction The Customer’s Subjective View of the Firm And Its Offerings 5.5.1.2 Brand Equity Drivers of Value Equity: Brand Awareness Attitude Towards Brand Perception of Brand Ethics

108. 5.5 Customer Satisfaction The Customer’s View of Strength of the Relationship Between the Customer and the Firm 5.5.1.3 Retention Equity

109. 5.5 Customer Satisfaction Does the Customer Benefit From the Relationship? 5.5.1.3 Retention Equity Does the Firm Benefit From the Relationship? Does the Customer Stand to Lose if the Relationship Ends?

110. 5.5 Customer Satisfaction Loyalty Programs Special Recognition and Treatment Programs 5.5.1.3 Drivers of Retention Equity Affinity (Emotional Connections) Programs Community Programs Knowledge Building Programs

111. 5.6 Customer Satisfaction 5.6 10-Point Customer Service Commitment

112. 5.6 Customer Satisfaction Customers Must Have Service Available When They so Require Customers Must Be Able To Schedule a Service Promptly Customers Must Be Able To Find Knowledgeable Service Staff Customers Must Have Their Problems Diagnosed Within 24 Hours

113. 5.6 Customer Satisfaction Customers Must That Parts Are Available When They Need Them Customers Must Be Updated During The Repair Process Customers Must Be Notified Promptly Of Completed Repairs Customer Repairs Must Be Finished When Promised at The Price as Promised

114. 5.6 Customer Satisfaction Customers Problems Must Be Resolved Correctly the First Time Customers Must Have Assistance in Understanding Warranty Coverage and Resolving Warranty Issues

115. 5.7 Customer Satisfaction 5.7 How to Manage Success

116. 5.7 Customer Satisfaction Success - Complacency Complacency - the Architecture to Your Downfall 5.7 How to Manage Success Incentive= Motivation= Success Reward Decisions Not Outcome

117. 5.7 Customer Satisfaction 5.7 How to Manage Success, Cont’d Win Like You Are Used To It Lose Like You Enjoy It

118. 5.7 Customer Satisfaction 5.7 7 Essential Habits of a Successful Team

119. 5.7 Customer Satisfaction 5.7.1 Commitment

120. 5.7 Customer Satisfaction 5.7.2 Teamwork

121. 5.7 Customer Satisfaction 5.7.3 Clear Targets

122. 5.7 Customer Satisfaction 5.7.4 Sound Game Plan

123. 5.7 Customer Satisfaction 5.7.5 Leadership and Followership

124. 5.7 Customer Satisfaction 5.7.6 Celebrate Successes

125. 5.7 Customer Satisfaction 5.7.7 Want To Win

126. 5.7 Customer Satisfaction 5.7.8 7 Elements of Success Mindset

127. 5.7 Customer Satisfaction 5.7.8.1 Desire

128. 5.7 Customer Satisfaction “What the Mind of a Man Can Conceive and Believe, the Mind Can Achieve” Napoleon Hill 5.7.8.1 Desire

129. 5.7 Customer Satisfaction 5.7.8.2 Commitment Built on Integrity and Wisdom

130. 5.7 Customer Satisfaction 5.7.8.3 Responsibility

131. 5.7 Customer Satisfaction 5.7.8.4 Hard Work Through Sacrifice and Self-Discipline

132. 5.7 Customer Satisfaction 5.7.8.5 Positive Believing Reason to Believe Positive Attitude Making the Effort

133. 5.7 Customer Satisfaction 5.7.8.6 Power of Persistence Commitment Determination Comes From Purpose

134. 5.7 Customer Satisfaction 5.7.8.7 Pride of Performance

135. 5.7 Customer Satisfaction Represents Pleasure with Humility Half-Hearted Efforts Does not Produce Half Results, it Produces Nothing 5.7.8.7 Pride of Performance Every Job is a Self-Portrait of the Doer Pride Comes From Within. Gives the Winning Edge

136. 5.8 Customer Satisfaction 5.8 Why We Fail

137. 5.8 Customer Satisfaction 5.8 Achieving Failure Successfully Executing a Bad Plan

138. 5.8 Customer Satisfaction 5.8.1 Lack of Persistence

139. 5.8 Customer Satisfaction Persistence in What We Do Resistance Against What Should Not Be Done 5.8.1 Lack of Persistence Winners Are Struck, Not Destroyed We Quit

140. 5.8 Customer Satisfaction 5.8.2 Lack of Conviction Lack of Confidence and Courage

141. 5.8 Customer Satisfaction 5.8.3 Rationalizing

142. 5.8 Customer Satisfaction Winners Analyze But Never Rationalize 5.8.3 Rationalizing Losers Have a Big Book of Excuses

143. 5.8 Customer Satisfaction 5.8.4 Not Learning From Past Mistakes

144. 5.8 Customer Satisfaction Failure is a Detour Not a Dead End 5.8.4 Not Learning From Past Mistakes Experience is the Name Given to Past Mistakes

145. 5.8 Customer Satisfaction 5.8.5 Lack of Discipline

146. 5.8 Customer Satisfaction Self Control Sacrifice 5.8.5 Discipline Takes: Avoiding Distractions and Temptations Staying Focused

147. 5.8 Customer Satisfaction 5.8.6 Poor Self-Esteem

148. 5.8 Customer Satisfaction Lack of Self-Respect Lack of Self-Worth One’s Self is Not to Be Found But to Be Created 5.8.6 Poor Self-Esteem Idleness, Laziness and Making Excuses Are Consequences

149. 5.8 Customer Satisfaction 5.8.7 Fatalistic Attitude

150. 5.8 Customer Satisfaction Prevents People From Accepting Responsibilities For Their Position In Life 5.8.7 Fatalistic Attitude They Attribute Success And Failure to Luck They Wait For Things to Happen Rather Than Make Them Happen

151. Customer Satisfaction Section 5 Summary

152. Customer Satisfaction Customer Service Is Not Rocket Science – You Can Create It Too You Can Stop Your Customers From Running Away Service Culture – Make It a Natural Part of Your Business Identify a Service Strategy The Suits Your Business

153. Customer Satisfaction Find Out What Your Customers Think of Your Service Create Your Own Customer Service Commitment Learn How to Manage The Success You Will Create Avoid The Pitfalls That Will Make All Your Efforts Fail

154. Customer Satisfaction Satisfied Customers Cause Less Problems Than Others Satisfied Customers Give You More of Their Business Satisfied Customers Cost Much Less Than Others Satisfied Customers Refers Your Business To Other Customers