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| Share of Mind BEFORE Share of Market. |
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EDUCATE THE CONSUMER! |
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Recently Ford did a research study to find out why their customers
were getting their oil changed as well as other light maintenance
work done at a “Jiffy Lube”, 10 minute kind of oil change store
instead of going back to the dealership. Price wasn’t the issue. Most dealers were anywhere from $5 to $7 dollars less. It wasn’t convenience, since several dealers offered “early bird” and “late night” hours...faster turnaround, and in some cases, even pick up and delivery. It still didn’t make a difference. What they found out was these quick oil change places were providing a tremendous perceived service at a tremendous perceived value. Their study revealed when a customer goes into one of these stores, their car is handled quickly by several people (2 to 4) at once. They wait only a few minutes, but when it’s done, that’s when the show really begins. When the CSR brings the keys and invoice to the customer they being a detailed accounting of every procedure (no matter how trivial) they did to the customer’s car. From putting the proper amount of high grade oil, and replacing the filter, to checking the wipers, washer fluid, topping the fluid, checking the belts, hoses, battery, battery water, radiator, anti-freeze, tires and tire pressure, plus making sure the headlights (high and low beam) and turnsignals work. And then they ask if there is anything else they can do. When it’s over, the customer is “knocked out” by the service and has a high regard for the value of the service, and is confident that his car is ready to go anywhere. All for just $24.95 plus filter. Ford just gave us a lot of valuable research for free. I recall watching a focus group study and hearing one of the participants say...”Trained monkeys could install a windshield.” Their perception (as well as agents and insurers) of a windshield installation is that it’s a snap...there’s nothing to it. We all know better. You know the amount of work, time, skill, training and effort that’s involved in a quality and safe windshield replacement installation. There is no question that consumers and agents do not know what it takes. So, in my opinion, it’s Show and Tell time. I propose the development and implementation of a “Quality Installation Service Report” to be used and signed by installers. With this report the installer can, in a very short time, explain everything that was done to get the finished factory perfect installation that he just did for them. Now the customer will be confident, and trust that everything was done thoroughly, properly and safely. |
| BENEFITS: |
| 1. | You’re the only shop doing it. |
| 2. | It builds enormous credibility (Leadership) You become a resource, not an outsource. |
| 3. | It makes customer aware that what you do is skilled and important. |
| 4. | Public Relations...it gives you additional time and contact with customers, when other shops are doing more to disassociate and distance themselves. |
| 5. | Serves to double check the work that was done...and sign off that it was done properly, thoroughly, safely, and to the customer’s full satisfaction. |
| 6. | Establishes procedures and labor that can/should be itemized and billed for. |
| 7. | Makes agents, agencies and insurers aware of all that is done to correctly and safely install a windshield in their insureds vehicles. |
| 8. | Agent education that supports and reinforces the credibility and believability of your quality and safety...consumer care message. (You’re not kidding around) |
| 9. | Works towards developing you as the “conformist” behavior in your market...not Safelite or Harmon or...whomever. |
| 10. | Benchmarking...Setting a higher standard isn’t easy, but establishing “best practices” is vital to your future. |
| 11. | It will force your competitors to react. |
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