Love
or hate your auto repair center? I came across a great article in the
Automotive Management Institute Instructor Blog and thought I would
share some this and get your thoughts on what level of customer service
you are looking for at an auto repair center? Share your good, bad and mediocre experiences at automotive service
facilities and suggestions to make your experiences better by
commenting below.
It's
common to hear or read about the growing influence of women in today's
society. The U.S. Census Bureau reports that three in 10 households
were maintained by women in 1996. According to the National Foundation
for Women Business Owners, women-owned enterprises are growing faster
than the economy in general. The National Automobile Dealers
Association's latest quarterly survey shows evidence that women are a
growing part of the dealership sales force. The National Institute for Automotive Service Excellence
reports that women are not only becoming more influential in deciding
what car to buy, they are also taking over the traditionally
male-dominated responsibility of maintenance and repair. With this
increased buying power of women
comes an increasing need for automotive service employees to understand
women's likes and dislikes, as well as their buying habits.
Big and influential
ASE reports that more than 65 percent of customers who take their
vehicle to a repair shop for service and repair are women. AutoInc.'s
annual How's Your Business survey of Automotive Service Association
(ASA) members recorded slightly lower figures, with the gender
distribution of customers balanced at 50 percent female and 50 percent
male. This increasing presence and buying power of women in the
automotive industry is the result of a rise in the overall percentage
of female drivers, while the overall percentage of male drivers is
decreasing; and research that shows nearly half of new car purchases
are made by women, and 53 percent of used-car sales can be attributed
to women. In addition, Ford Motor Marketing reports that women
influence 80 percent of all purchases and have 95 percent veto power
regarding automotive purchases.
Customer service/politeness count
Nine out of 10 women responding to a recent Car Care Council survey
said they believe repair shop operators and technicians treat them
differently because they are women, and the difference is seldom
positive. According to the survey, women want to be informed customers,
understand the repair in layman's terms and receive quality repairs and
customer service ... not really any different than the expectations
that men have for automotive repairs. "Repair businesses that respond
to women's needs and expectations by providing clean waiting rooms,
timely delivery, and repair orders that are easy to understand are
making smart business decisions," said Lyn St. James, famed Indy car
driver.
A Bozell Worldwide and U.S. News & World Report 1996 study showed
that politeness is extremely important in a woman's buying process.
Nearly 60 percent of women say they have left a store, stopped buying
products or hung up a telephone at least once in the past year due to
poor customer service. Of that total, 49 percent have done so one to
five times; 7 percent, six to 10 times; and 3 percent, 11 or more times.
The same study identified an overall lack of civility in U.S.
residents' day-to-day lives, with 78 percent of both men and women
agreeing that rudeness has become more rampant in the past decade.
Ninety-one percent see this downward shift as a very serious problem.
This data suggests that common courtesies and the basic rules of
etiquette extended by shop personnel will go a long way toward
satisfying customers, especially women.
According to About Women and Marketing magazine, service with a smile
and a "can do" attitude make women customers feel welcome. Women like
to know that someone is available to answer their questions with "yes,"
"no" or "I'll find out" responses instead of "I don't know" or "I don't
think so" responses. When women complain, they tend to be forgiving if
they see progress toward resolution. If the complaint turns out to be a
lengthly process, offer them frequent updates and invite them to use
your complimentary services (i.e. coffee, shuttle, etc.).
Women with small children in tow will appreciate a play area for their
children while they wait; older women customers will enjoy comfortable
benches or chairs on which to rest. When their vehicles are ready,
women customers like an efficient, expedient process at the front
counter (unless they have questions about the repair; if this is the
case, be ready to provide a lot of details).
"There is a growing appreciation of female customers. Technicians
report that females ask more questions, inquire about details, and are
more willing to look under the hood, or check out parts," said Diane
Hohman, an automotive consultant in Herndon, Va.
After the repair, make sure women are part of any customer follow-up
program. The Council for Marketing and Opinion Research reports that
most women (64 percent) find answering surveys an interesting
experience. Nearly the same amount like to see how their responses
compare with those of others. Overall, women answer surveys because
they see it as a way to provide feedback to companies.
Ultimately, all customers want value, whether they're using the
services of an automotive repair facility or shopping for clothes.
Value is difficult to assess, however, fair prices, respectful service,
convenience, quality repairs and a pleasant atmosphere are good
starters for creating value in any customer's mind.
Share your good, bad and mediocre experiences at automotive service
facilities and suggestions to make your experiences better by
commenting below.
Jody DeVere
President
www.askpatty.com
www.carblabber.com
ase
