Customer service equals results

Excellent customer service is often how small businesses set themselves apart, but in tough economic times, it can be the difference that keeps customers coming back.

One business that discovered the power of service is Auto4N, an auto service shop  specializing in foreign cars. Co-owner Mike Moore says he, co-owner Dave Rueve and their team practice a very deliberate form of customer service and have seen tangible results.

They have sought outside expertise, working with Xavier University’s Leadership Center, which recently used Auto4N as a case study.

They’ve also honed their strategy through a visit to the Disney Institute, the leadership development arm of the Disney Co. At Disney, they discovered the importance of using a distinct process of customer service and of measuring customer satisfaction.

Their process, influenced by Disney, starts with something basic but often overlooked: the initial customer contact. It must be pleasant, upbeat and positive. After diagnosing a car, the service staff focuses on explanation, not selling.  “The word “sell” is not the word we use,” Moore says. “We let our customers be in charge of what we do or don’t do.”  If asked to make the repairs, they give the customer an exact time they will call with an update.  The team then tracks customer satisfaction through a survey that uses a weighted scale for precision.

Their efforts are working. Wrote one customer, “I really liked how well they communicated with me. They let me know what they were doing, when they were going to work on it, and when it should be ready.’’  The shop has averaged one new customer per day since beginning the program.

Auto4N’s experience shows how important customer service is to staying competitive and creating loyal customers.  “Especially in tough economic times, outstanding service can be a great way to differentiate your company,” says Harry Blanton, head of HCDC’s Economic Development Office.

For more information about HCDC’s economic development tools, please contact Blanton at 513-458-2230 or at hblanton@hcdc.com.