Dealing with the customer’s dissatisfaction can be done in many ways. How quickly and how well it is handled may lead to a mended relationship that is better than it was initially. “If you make a mistake, it can help you to have a better relationship with your customer than prior to the mistake,” says Kovalchick. “That is something that every employee needs to understand and be told. A mistake is not a bad thing unless it is not corrected properly.” By addressing the dissatisfaction in an urgent manner, it communicates to the customer just how much you care about their happiness.
One way to find out where customer dissatisfaction comes from is by evaluating you Customer Satisfaction Index (CSI). This can be done by calling customers after they have received service, asking them to fill out a survey during equipment pickup or by simply listening to their concerns.
Obtaining information about how satisfied or dissatisfied your customers are is only the first part; dealers need to communicate these findings to their staff. “The result is as important as we make it,” says Kovalchick. “If we never bring it up and never talk to the employees about taking care of customers and don’t measure whether we took care of the customer, why should they care?” Once management puts an emphasis on customer satisfaction and communicates its importance to their staff, they will actively share a common goal.
As dealers and technicians continue to use effective verbal and non-verbal communication in the service department, they will have a better chance of ensuring a satisfactory experience for customers. By keeping the lines of communication open and listening to customers’ needs and concerns, dealers and techs will form a relationship with customers built off satisfactory experiences.