Recently, Co-nexus stumbled upon this article about customer service from an old Chevrolet Service News publishing. It was dated December, 1955. We started thinking about how technology has enhanced and impacted the a customer's experience. Although in its design technology is supposed to help a client and a business communicate better, it doesn't always work out that way. If not strategically designed, it has the opposite effect on customer service. As technology develops more and more to create efficiency within a business environment, the customer can be left to fend for themselves. Technology cannot replace human interaction, but enhance it and make everyone's life a little easier.
Customer stickiness starts and ends with the customer being confident in the services or products a business offers. A good example of this is in the article we found from Chevrolet stating, "Through his contact with you, he forms his opinion, good or bad, of the dealership, the factory and the product. You must continually strive to increase his confidence in you because you want him to bring service problems to you and to think of you when he thinks of service." The way your business communicates must build confidence within the customer. Customers need quick ways of reaching the necessary contact. They do not want to explain themselves over and over if they need to be transferred to a different person. Auto-attendants sometimes create a maze for a customer when they make a call, instead of getting the client to the person who can help them. Furthermore, there's nothing more infuriating to a customer than being placed on hold with music for an extended amount of time. Communication features need to enhance the customer experience or your clients will be lost to the competition.
Many customers will walk away from a business if they do not feel they are receiving adequate quality and service. Chevrolet continues in this article, "If you carry out your responsibilities with reference to good workmanship then good customer relations will be the natural result." Being responsible and responsive to your clients, keeps them coming back for more. You must efficiently provide service to help them, so they can move on with other life responsibilities. The workmanship must be good quality, otherwise it costs the customer in time and the customer loses trust in your company.
However, it's important during the process of gaining efficiency to not lose sight of the need for human interaction. Customers remain loyal through relationship building. Whether they are looking to make a purchase now or in the future they need to feel valued. A business who provides ways of going "beyond a formal relationship" to make the customer feel like they are going to be taken care of keeps the customer for the long-term. Chevrolet states, "This approach to the problem will take a little more time and effort on your part, and in many cases, can avoid time consuming complaints later on." The more effort you make to solve a customer's problem, the more likely they will end up buying from you and returning later. It begins with making them feel like you are helpful, not making them feel like they are just another person walking in the door.
If you would like to read more about how Co-nexus Helps Car Dealerships, check out our blog post. Also, if you would like to download the full article from 1955, click the button below.