Explaining complicated concepts to customers - by Geoff Mutton
One of the by-products of modern vehicle technology is that it makes it very difficult for workshops to explain, and therefore justify, why an expensive repair needs to be done to a customer’s car. Consider yourself blessed if all of your customers just throw their keys at you and say ‘do whatever it takes’. But when it comes to big spending, most customers will want to be walked through every item on the list. Regardless of the type of customer, remember this: customers may forget what you said, but they’ll never forget how you made them feel. It is widely accepted that customers who are better educated about what needs repairing or replacing on their car will feel more satisfied about spending money than those who feel they may have been sold something they didn’t really need. It is imperative that large, complicated and expensive repairs be explained clearly to customers. They need to understand why they are handing over their hard-earned money. This is no easy task, because many repair issues are complex and way over the heads of the average customer. Workshops must have processes in place to manage customer communication in such a way that the workshop’s reputation is upheld and the customer remains loyal.
2 2 CAPRICORN IGNITION OCTOBER 2021
