ISSUE 21 FEBRUARY 2020
THE VOICE OF THE NEW ZEALAND AUTOMOTIVE INDUSTRY
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What do your customers say about you? BUSINESSES ARE JUST BEGINNING TO UNDERSTAND THE POWER ONLINE REVIEWS HOLD OVER THEIR FUTURE otorcentral provides websites and other online tools geared to the needs of the motor industry. Here Motorcentral General Manager Mark Greenfield explains how customers’ reviews hold the key to the future of business and how to unlock success: What do my customers think of the experience they had at my business? It is important to know the answer to this question, yet there are many businesses out there that not only don’t know, but are yet to understand how it could help shape their futures. Once you begin to understand what you could learn from your customers’ perception of your business, you begin to realise how little you might know, and also how important that knowledge is.
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MotorCentral’s Adam Marshall working on BuyerScore
In most instances, we assume a customer had a great experience with us, otherwise, why would they have purchased services from us, right? This can be true, but more often than not there will be a combination of reasons someone ended up at a particular business at that time. As a business, you want to do everything possible to ensure a customer has an experience that will greatly influence their decision to use you, and also their decision to refer others to you that may be in need of similar services. This is why it’s important to learn from your past customers. With that in mind, it makes sense for you and your team to do all you can to ensure your customers get the best experience possible, therefore providing you with the best feedback possible, which you can then turn around and share with potential new customers, all in an effort to influence them in their decision-making process. Feedback — actual customers’ honest appraisal
— is incredibly important. If you are looking for a new supplier, you check them out on the internet first, right? That’s what your potential customers are doing too. There are endless statistics showing the power of customer reviews and how much they influence other customers’ purchasing decisions. Online mechanisms spread the word and make it
CONTINUED ON PAGE 4 NARVA.CO.NZ
OUR LIGHTS GO FOR LONGER SO YOU CAN TOO RECHARGEABLE UNDER BONNET LAMP Narva’s extensive range of inspection lighting just got bigger and brighter with the introduction of the Rechargeable Under Bonnet Lamp. Designed to withstand the toughest workshop environments, but lightweight for easy use • Use 1,2 or all 3 powerful 5W ‘COB’ L.E.Ds which can independently swivel by up to 40° ensuring superior light adjustment • 6000°K of bright white light at 350, 675 or 1000 lumens • Tough, lightweight aluminium construction • Long use time before recharging the lithium battery is required • 12/24 DC charging via the supplied dock or 12V USB
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