Whether you’re a retailer, wholesaler, commercial dealer or retreader, customer service should be an important element of your business. Too many companies confuse customer service with order-taking and tracking, or even direct sales. Nothing could be further from the truth.
Customer service is basically problem resolution – either to prevent problems from arising or to effectively respond when difficulties do arise. While it’s not 100% possible, your customer service goals should be customer satisfaction and retention.
It’s important that you and your team understand that your business will make mistakes and that not every customer transaction will be smooth. Taking an attitude of total infallibility is a mistake.
Second, you must understand that, despite all efforts, not every customer problem will be resolved to everyone’s satisfaction – yours or the customer’s.
Most importantly, you need to decide if your business success (profits and growth) will be based on satisfying customers or simply selling tires and service.
Regardless of the product, market or type of customer, all customers base their relationships on need fulfillment – how well you provide products and services they require. And they will form loyalties with dealers who:
• Take the time to listen – and listen closely
• Respond to questions and problems quickly and accurately
• Are flexible and don’t stick to company policies when such is not in the customer’s best interest
• Stand behind the products and services they offer – and go the extra mile if problems arise
• Take the time to educate them on their products and services
• Provide extra value beyond the product or service
• Under-promise and over-deliver
You don’t need to go broke delivering customer service. Some customers may become irrational, and nothing you do will please them. But when problems occur, you’ll keep more customers than you’ll lose – even when things don’t go their way – if you treat them with respect and make every logical effort to resolve their concerns.
– Source: Tire Review Business Toolbox
