I’ve discussed, on the podcast, hiring for a new position: the CXO, or Client Experience Officer. Most automotive repair professionals cannot make this hire, so everyone on your staff becomes the CXO.
Everything you do makes the client experience special and helps your professional automotive service business stand out from the rest. Wherever I look lately, there is an article about CX. The Client Experience. No doubt that this is and will become a serious game changer in our industry. A differentiator. Let’s talk about it.
Feedback
Great client experience isn't just about gut feelings—it's about measuring and understanding what truly matters to your customers. Are they loyal? What do they say about your business when they are with family and friends? Listen and ask for reviews and feedback either online, in person, or with a follow-up call.
Your reviews are a good indicator of what your CX means to your client. Please ask your customers to share their experiences as they finish their transactions with you.
Dealerships do reward their people based on the CSI (Customer Service Index). They work hard at it. So, does it send a message to the automotive independents? Are we doing enough in this area?
What do we do to get our feedback?
Besides an online review, encourage detailed responses through open-ended questions like "What was the highlight of your experience?" or "What could we have done better?" These narrative responses add color and context to your numerical data (stars), helping you understand why they are elated or sad.
Your reviews are a good way to know what your CX means to your client. Please ask for them as your customer finishes their transaction with you.
Create Action Plans to Fix Any Flaws
Clients who see their feedback working become more invested in providing honest, detailed responses.
Close the Feedback Loop
Always follow up with clients who provide feedback, especially when it's critical. Every top-tier repair professional understands the value of replying to a review. A simple "Thank you for helping us improve" can go a long way, but even better is being able to say, "Based on your feedback, we've made these specific changes."
Celebrate Success
When you achieve CX wins, share them widely. Celebrate improvements in your metrics, showcase positive client testimonials, and recognize team members who go above and beyond. This creates a culture where exceptional client experience becomes everyone's priority.
Continual Evolution
Remember that measuring CX isn't a one-time project – it's an ongoing journey of refinement and improvement. This is a responsibility for your entire team, back office, front of the shop, and your specialists in the bays. A collective and ongoing effort to give the next automotive repair experience the best in your market.
A Million Ways
There are a million ways to create a great experience. First and foremost your clear and bright facility, smells, water, cookies, no dirt or dust and a Ritz Carlton type bathroom. A smiling, well-kept greeter, service writer, or advisor (A Client Advocate). All of that is great, but if the work wasn’t done on time and on estimate with no comeback looming, then you’ve tied up all the bows for an incredible CX experience.
Work with your team and go to the next CX level.
