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The Success of the Little Guy

Saturday Service - Customer Service Insights Comments Off on The Success of the Little Guy

The Importance of Knowing a Customer

I was in a meeting today discussing automotive service and what makes the difference when it comes to building the business.  Here is a rough idea of what was discussed, Competitor A has made a huge investment in technology within their service bays offering the latest machines and tools.  They have invested in software that allows them to track repairs and follow up with customers in a push of a button.  Competitor B for a number of reasons has not made a great investment in technology both in the service bay and in its software.  However, Competitor B continues to have a loyal and steadily growing customer base even when faced with Competitor A - why?  The answer for the purpose of this article is "Relationships".

Although Competitor B is "Low tech" they are "high touch" meaning they interact with the customer on a different level.  The "High touch" referencing how they interact with their customers by knowing all the kids names, when their last service was and so on.  In reality, there are many Competitor A's in the marketplace but Competitor B will continue to keep them at bay by building long lasting relationships - naturally, by truly caring about their customers.

Taking care of your existing client base by getting to know them, their personalities and their behaviours may provide better return on investment rather than spend thousands on marketing to the masses.  One of the things my customers were always amazed at was when I would greet them by their name as soon as they pulled up to the shop - this was part of my success in building long lasting relationships.


OpenTable for Auto Repairs

Mondays Industry Innovations/Trends Comments Off on OpenTable for Auto Repairs

"Booking services becomes easier"

Are you familiar with OpenTable?  If not, it allows restaurant patrons to make reservations online via any internet enabled device (i.e. computer, phone) without having to wait in a line or call to book a reservation.  It's an interesting tool because restaurants who are not using the service maybe missing out on opportunities to fill tables, compete on a level playing field but also more importantly engage the "Facebook generation".

The guys at ClearMechanic took note of OpenTable and have brought the concept to the automotive repair industry.  What does this mean?  Well, from a consumer standpoint think about what it's like to book a service appointment after hours.  It can't be done.  There are web based booking tools that dealerships offer but they are just not up to the standard that ClearMechanic's booking tool is which takes a fraction of the time to schedule an appointment.  From the repair shop perspective, it's a win-win.  The fact that customers can book a service appointment without calling means less time on the phone and more interaction with customers.

This is some really cool technology that Brad Simmons, CEO of ClearMechanic and team are introducing and like OpenTable repair shops should take note if they want the business of the younger, tach savvy generation.





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