Truck Parts & Service 0315 by Richard Street

FleetPride grows in the Northeast | Rush Enterprises finishes record 2014

Are You Listening? CUSTOMER FEEDBACK PROVIDES OPPORTUNITIES TO STRENGTHEN BUSINESS RELATIONSHIPS

Tips for writing the perfect customer survey 20 MARCH 2015 |

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THEY WORE THE BOOTS TO KEEP OUR COUNTRY SAFE. SHOES FOR SOLDIERS HELPS TO SECURE THEIR FUTURE.

HELPING OUR VETERANS HELPS AMERICA.

We appreciate the sacrifices made by our military veterans. That’s why Meritor’s Shoes for Soldiers program is contributing a portion of sales from every reman brake shoe sold to the Wyakin Warrior Foundation.® The group mentors severely wounded veterans to achieve personal and professional success as business and community leaders. For more information, visit MeritorPartsOnline.com or go to wyakin.org to donate directly. ©2015 Meritor, Inc. All rights reserved.

Volume 51 | Number 3 | March 2015

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Cover Story

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Editorial

Editor: Lucas Deal Online Editor: Jason Cannon Equipment Editor: Jack Roberts editorial@truckpartsandservice.com

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M a r c h 2 0 1 5 | T R U C K PA R T S & S E R V I C E

Editorial | Lucas Deal

An unlikely ally By Lucas Deal, Editor lucasdeal@randallreilly.com

’m a big fan of American Trucking Associations’ Technology & Maintenance Council (TMC). I attend TMC’s two meetings each year, and in addition to the fantastic content — there’s no other event in trucking that talks maintenance as thoroughly as TMC — one of my favorite parts of each meeting is seeing fleet representatives debate issues with the suppliers (OEMs and service providers) who serve them. TMC also gives me a chance, even if only for a week, to see how fleets deal with aftermarket problems. It lets me see how they respond, and what they think when their aftermarket supplier fails them. It lets me see how the other half lives. And I’ll tell you, some of their thoughts would surprise you. Your fleet customers hold you to a high standard, yes, but they’re also incredibly aware of how difficult your job is. They know as well as anyone how quickly this industry is changing, and how maddening it is to try and keep up. They also know your service bays are understaffed, your techs are aging, and the complexity of your job responsibilities is growing by the minute. That’s why they want to help. During a joint panel discussion at TMC’s Annual Meeting last month in Nashville, three fleet maintenance managers mentioned cooperative strategies they’ve installed in their operations to enhance partnerships with their service

providers and make it easier to get their trucks back on the road. One area where fleets are trying to help is dealing with the previously mentioned tech shortage.

Your fleet customers are incredibly aware of how difficult your job is. That’s not an aftermarket-specific problem, and while it’s true that both you and your customers are fishing from the same technician talent pool, fleets today want to team up to help restock the pool with as many skilled techs as possible. TMC has responded by writing Recommended Practices in its Fleet Maintenance Management and Service Provider study groups offering guidance for recruiting, training and nurturing technicians. The fleet reps at last month’s meeting also say they’re pounding the pavement to spread the word of the profitable, stable and increasingly available technician jobs you’re offering in your garages. “I go speak to fifth- and sixth-graders at grade schools,” says Mike Jeffress, director of maintenance at Maverick Transportation. “During the week when they talk about basic electricity in science class, I’ll bring a truck in and show the kids how electricity works in our trucks.”

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Jeffress says he’s vocal in offering his service providers tips on how to give a similar presentation. Dwayne Haug, vice president at Werner Enterprises, says that level of diligence is what it’s going to take to combat the shortage. “We have to be more creative in finding technicians,” he says. “We have to get out ahead there and show young people that these are good jobs; you can build yourself a good future and a good career.” “We want to help the whole system get better,” adds John Sullivan, director of maintenance at Reliable Carriers. Sullivan says his fleet has focused its service provider assistance on another trouble area: parts availability. He says Reliable Carriers is now stocking items his trucks need but most service locations typically don’t stock, and is regularly shipping those parts to service bays to get his trucks back on the road. “We know what parts [our trucks] need, and we’d rather ship it to our service providers than wait for them to find it,” he says. The fleets acknowledge service providers’ issues with repair information as well. “How can I blame a technician for a slow repair when he hasn’t been given the information necessary to do the job?” says Jeffress. “OEs have to get that repair information out to their networks quicker, so these techs can do their jobs.”

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Editorial | Jason Cannon

What your business can learn from Columbia House By Jason Cannon, Online Editor jasoncannon@randallreilly.com

hen I was a kid, I was a member of a Compact Disc club. You know; the ones that sell you 10 CDs for a penny if you sign a contract. Selection was pretty limited but membership was a volume play. I’d get three CDs I really wanted, four I thought were okay and three I’d never heard of just to round out the list. As part of the agreement, you had to purchase something like 10 CDs at regular price over the next year. Back then, that was in the neighborhood of $20. Occasionally, the company would send out a catalog of $1 or $2 CDs, which, again, I would horde as many as I could because they were cheap. To a teenager in the early 1990s, a CD collection is a status symbol. Who cares if I had the largest James Taylor selection for anyone under the age of 50 in the Central Standard Time Zone? I had a bunch of CDs, and status is everything. Eventually, I met the required 10 CD purchase that released me from my contract, and within seconds I received another offer of 10 CDs for a penny if I would renew. No, thanks. Being a member of the club was annoying. Each month they mailed a card with my “CD of the Month.” If I didn’t return the card telling them I didn’t want it, they would ship it to me automatically. That’s right. You had to not order something or they would send it to you. The member benefit was cheap CDs,

and that was fine. For a while. The problem was, they weren’t particularly good ones. Or they were the same ones over and over again. By the end of the 12-month contract, I had basically every CD I wanted. And several dozen I didn’t.

Customer loyalty comes in many forms, but it’s rooted in providing a real benefit to your customers. Customer loyalty comes in many forms, but it’s rooted in providing a real benefit to your customers. That benefit cannot and must not be cheap or free services. There’s no value there. The CDs I paid $20 for were the ones I really wanted. The CDs I got for a penny became a shiny irritant that suckered a teenage boy into spending his allowance

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

on the Steve Miller Band Greatest Hits 1974-78. I willingly paid full retail price for the CDs I wanted and, over the course of 365 days, came to loathe the ones I was getting nearly for free. As a customer, I underestimated the value of getting what I wanted, and the company over estimated how much I would value cheap music. As a result, in the end, I went away as a customer. Don’t underestimate the value of how you treat your customers, and ramping that up (even if it is already excellent) is a respectable value-added loyalty option. Do you have a large local customer that you give same-day delivery? Could you make that immediate delivery; like hang up the phone, grab the order off the shelf and jump in the delivery truck kind of immediate? That sounds like a loyalty service that could become invaluable for your top customers, much more so than free or discounted parts. If your customers are not pushing back on price, why reduce it? Add services that make sense for both of you. Your customers will gladly pay a reasonable price for a product or service they value. If you’re not bundling those things into your customer loyalty program, the odds are that you’re repeatedly throwing a bunch of Michael Jackson’s Thriller albums at your customers.

“ELITE SUPPORT GETS MY TRUCK BACK ON THE ROAD FAST.”

ALFREDO OCHOA

SHOP FOREMAN, T.M.T. INDUSTRIES

WHO DO YOU TRUST WITH YOUR TRUCK? For maximum uptime, look for Elite SupportSM Certified Freightliner and Western Star dealers. This distinction requires a commitment to the industry’s highest levels of customer service and performance. With continuous improvement efforts and technicians trained by the manufacturers, we streamline your return to the road. It’s all a part of why elite drivers and fleets demand the Elite Support experience.

Visit EliteSupportNetwork.com to ﬁnd the nearest location.

Industry Focus

Dealer News Construction is underway for a new M&K Truck Centers Mack and Volvo dealership in Des Plaines, Ill. Penske has acquired two Freightliner dealerships in Chattanooga and Knoxville, Tenn. The company also is now offering rentals from its Lowell, Ark., location. California Truck Centers says its five locations are all DTNA Elite Support certified. TAG Truck Center in Memphis also has been re-certified for Elite Support. River States Truck and Trailer hosted Wisconsin Governor Scott Walker last month. Green Mountain Kenworth has opened a new parts and service location in Pittsford, Vt. Western Peterbilt has added a parts store in the Seattle-Tacoma metroplex in Kent, Wash.

Kenworth has presented its 2014 Dealer of the Year awards. MHC Kenworth – Colorado (above) was named the North American Dealer of the Year; Rihm Kenworth is the company’s top medium-duty dealer; Worldwide Equipment was named top TRP dealer; and MHC Kenworth – Kansas City was named the top MX engine dealer.

Peterbilt has presented its 2014 Dealer of the Year awards. Cervus Equipment has been named North American Dealer of the Year; G.L. Sayre has been named top medium-duty dealer; Allstate Peterbilt was named top TRP dealer; The Pete Store has been named top parts/service dealer; and Camions Excellence was named top MX engine dealer

Capacity of Ontario, a wholly owned subsidiary of Kirby International Trucks, has won the first annual President’s Award from terminal truck manufacturer Capacity.

Campbell Supply has buried a time capsule under its new road sign in New Brunswick, N.J. Lakeside International Trucks has purchased more than 10 acres in Madison, Wis., as the site for its new full-service dealership.

Maxim Truck & Trailer has expanded its International location in Thunder Bay, Ontario.

SAF-Holland Introduces Parts On Demand

Rush Enterprises Announces Record Sales in 2014

SAF-Holland introduces its new aftermarket parts on demand (POD) electronic parts catalog. “At SAF-Holland, we will see great benefits by providing our distributors with the right tools,” says Juan Hernandez, international marketing and sourcing manager. “POD is one of those tools – one of the most powerful tools to save our distributors time.” According to Hernandez, the POD system includes product information for every SAF-Holland component for the last 15 years. The site’s search feature also enables distributors to reach specific areas of the site with a few clicks of the mouse. Parts may be searched visually, textually, by keyword, or part number, which the company says should help answer customer questions in real time, without the need of a phone call. Distributors have full access to more than 15,000 assembly numbers.

Rush Enterprises reported record annual revenues of $4.7 billion in 2014 (net income of $80 million) compared to $3.4 billion (net income of $49.2 million) in 2013. “Our execution led to record-setting performance including annual revenues, net income, Class 4-8 new and used truck sales, aftermarket revenues, lease and rental revenues and absorption ratio,” says Rusty Rush, chairman, president and CEO at Rush Enterprises. “In addition, we expanded our Rush Truck Centers network to 112 locations in 20 states. We are also nearing completion of our business system rollout and continue to implement solutions that drive efficiencies and help keep our customers up and running.”

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

Industry Focus

Truck Parts & Service Calendar Event information can be submitted at: www.truckpartsandservice.com/story-ideas/

March 15-19 March 26-28 April 15-19 May 4-7 May 30-June

Truck Renting and Leasing Association Annual Meeting, Amelia Island, Fla. Mid-America Trucking Show, Louisville HDA Truck Pride Annual Membership Meeting, San Antonio Alternative Clean Transportation (ACT) Expo, Dallas 2 Heavy Duty Aftermarket Canada Conference, Markham, Ontario

Fleet Engineers Partners With Team Run Smart’s Albert Fleet Engineers has formally partnered with Freightliner Team Run Smart driver and trucking fuel efficiency champion Henry Albert. Albert, owner of Statesville, N.C.based Albert Transportation, Inc., has been a trucker since 1983 and currently

operates a Freightliner Cascadia Evolution 72-in. sleeper. He has been successfully utilizing Fleet Engineers’ SmartWay Verified Advanced Air Slipper side skirts and AeroFlap mud flaps as part of his truck’s spec for more than three years in his quest to consis-

tently average 10 mpg each quarter. Albert says last quarter, he averaged 9.995 miles. “Working with Henry and Freightliner’s Team Run Smart on this initiative is a great fit for us,” says Ken Griswold, Fleet Engineers vice president of marketing and sales.

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M a r c h 2 0 1 5 | T R U C K PA R T S & S E R V I C E

Industry Focus

People In The News FleetPride Acquires Northeastern Distributor FleetPride has acquired the assets of six locations owned by Pardo’s Truck Service Parts in the New Jersey, Pennsylvania and Maryland markets. Pardo’s will retain its Kearney, N.J., location and FleetPride will serve as a supplier to the location. “This acquisition is strategically important to FleetPride because it allows us to increase our locations rapidly in the northeastern U.S. market,” says Kevin Peters, CEO of FleetPride. “Expanding our presence in the region is an important part of our national growth plan for 2015.” Pardo’s Truck Service Parts was started by Joseph R. Pardo in 1981 and grew to serve customers across three states. “We are very proud of that legacy,” says Dominick Pardo, owner of Pardo’s and the son of Joseph. “FleetPride has an appreciation for the dedication and years of local expertise of our employees, many of whom have worked in the business since my father ran it, so we’re confident this is a positive move for everyone.”

Rick Phillips has been named vice president of sales, consumer, commercial and OTR for Yokohama. Tim Bauer has been named director, Phillips remanufacturing, North America at Meritor. Fleetline has hired Shawn Murray as director of operations. Joseph Felicelli has stepped down as CEO at BBB Industries. Don Bigler will step into the role of interim CEO. GE Capital Fleet Services has named Eric Stanley as managing director, Southeast Region. Jake Jacoby is the new president and of the Truck Renting and Leasing Association (TRALA).

Truck-Lite Announces Acquisition Truck-Lite Co., LLC has acquired LED lighting manufacturer Rigid Industries. With this acquisition, Truck-Lite says it continues to expand its offering of the industry’s most diverse lighting product lines, with options for nearly every lighting need. “Rigid Industries provides an ideal platform for Truck-Lite’s further expansion into the off road, power sport,

GenNext, Northwood Student Partnership Thrives at HDAW In short, the joint effort between GenNext and Northwood University to help ten aftermarket students attend Heavy Duty Aftermarket Week (HDAW) was a complete success. Sponsored by Accuride, Bendix, Betts HD, Hendrickson, Minimizer and the Heavy Duty Manufacturers Association (HDMA), the students spend the week assisting event organizers, shadowing industry professionals, attending educational

Kelley Platt will assume the position of general manager at Western Star on April 1, 2015. Tod Carpenter has been named president and CEO at Donaldson. Platt Southern Connecticut Freightliner has promoted Geoff Giuggio to assistant parts manager. Bendix is transitioning to a three-member executive team. Joe McAleese is now solely the company’s Chairman, Carlos Hungria is president and CEO and a third person will brought in for the COO role. Richard Shearing has joined the newly renamed Penske Commercial Vehicles as president. Mitsubishi Fuso Truck of America names Brian Shantz general manager of Canadian operations.

sessions and networking events. GenNext and Northwood University were both thrilled by the results. “I was getting really positive feedback from industry people all last week,” says Donna Wagner, chair and professor of aftermarket management at Northwood University. “We received a lot of comments from industry people about how well [the students] represented the University.”

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

agricultural, marine, industrial, and mining markets,” says Brian Kupchella, CEO of Truck-Lite. “It positions Rigid to grow as a major player in the LED lighting industry while maintaining its own distinct brand identity. Rigid has proven themselves a unique and successful company with superior quality, innovation, and a high level of customer interaction.”

TruckFix Expands Services TrukFix, Continental’s emergency road service for commercial tire national account customers, has expanded its services to include light mechanical and towing in addition to existing emergency tire services. “Expanding the TrukFix services offered enables our national fleet customers to quickly access a network of more than 1,000 commercial tire dealers and service outlets who are able to assist during both tire and non-tire-related emergency roadside situations,” says Alex Chmiel, Continental’s director of marketing for truck tires in the Americas.

Vintage Parts Pricing.

Lower Standard Pricing On Legacy Engine Parts. Genuine Cummins parts may be more affordable than you might think, with lower standard prices on parts for legacy engines such as the N14 and older ISX models. Genuine Cummins parts are built to original specs by the experts who built your engine, incorporating the latest upgrades in materials and manufacturing for better performance and durability. Plus, they are backed by a full Cummins warranty honored at over 3,500 authorized service locations. Go to cumminsgenuineparts.com or visit your local Cummins distributor or authorized dealer to learn more. ÂŠ2015 Cummins Inc., Box 3005, Columbus, IN 47202-3005 U.S.A.

Industry Focus

Pro Parts Holds First Annual Convention The first Pro Parts Annual Meeting was a busy one. Held from Dec. 8-10, 2014, in Pompano Beach, Fla., Pro Parts says the event

was attended by 75 percent of its suppliers and 95 percent of its membership. The three-day event included oneon-one meetings, a product expo and

social activities encouraging interaction between members and suppliers. The product expo included promotions offered by suppliers that generated more than $1 million in sales for the one day event.

Meritor Debuts ‘Service Point’ Program Meritor announces it is launching a network of Meritor-approved repair shops with independent service providers across the U.S. and Canada. “This is a way for us to connect and have an affinity for the Meritor brand,” says Terry Livingston, general manager, Category Management, Aftermarket. “We expect to attract the best of the best. I want to do this to raise the level of the technicians in the field, plus I want to sell my product.” Distributors will play a key role in developing the network. Distributors will recommend garages to Meritor, who will then connect with and qualify them. Selected garages will receive training and technical access, the company says.

Correction S&S Truck Parts’ phone number was listed incorrectly in the Advertisers’ Index for the 2015 Truck Parts & Service Buyers’ Guide, published in December. The correct number is (800) 621-1553. Truck Parts & Service regrets this error.

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Tech Updates

SAFETY RECALLS Blue Bird is recalling certain model year 20112016 All American rear engine school buses manufactured June 5, 2010, to Jan.13, 2015. In the affected school buses, the exhaust system hangers may fail, possibly causing damage to the Selective Catalytic Reduction (SCR) and the Diesel Particulate Filter (DPF) housings. If all the exhaust hangers were to fail, the housings may fall onto the roadway, creating a road hazard and increasing the risk of a crash. Great Dane Trailers is recalling certain model year 2015 Reefer and Van Trailers manufactured March 3, 2014, to Oct. 31, 2014 equipped with certain Haldex Life Seal Type 30/30 Long Stroke Air Brake Actuators manufactured Jan. 9, 2014, to Oct. 28, 2014. The affected actuators may have an incomplete attachment of the internal rubber diaphragm to the actuation mechanism of the parking brake section of the Life Seal actuator. If the diaphragm is not completely attached, there may be internal leakage from the service section past the diaphragm, potentially trapping air pressure in the parking brake section. This air pressure in turn, if not vented, may prevent full release of the actuator unit, and may induce brake drag and may result in overheated wheel end service brakes, increasing the risk of a fire. Mack Trucks is recalling certain model year 2015 CXU trucks manufactured May 20, 2014, to Nov. 12, 2014 equipped with certain Haldex Life Seal Type 30/30 Long Stroke Air Brake Actuators manufactured Jan. 9, 2014, to Oct. 28, 2014. The affected actuators may have an incomplete attachment of the internal rubber diaphragm to the actuation mechanism of the parking brake section of the Life Seal actuator. If the diaphragm is not completely attached, there may be internal leakage from the service section past the diaphragm, potentially trapping air pressure in the parking brake section. This air pressure in turn, if not vented, may prevent full release of the actuator unit, and may induce brake drag and may result in overheated wheel end service brakes, increasing the risk of a fire. Mack Trucks is recalling certain model year 2015 Mack LEU trucks manufactured March 31, 2014, to Dec. 12, 2014. In the affected vehicles, a component of the door opening mechanism may be too short and as a result, the door may not be able to be opened by someone inside the truck. If the door cannot be opened from the inside, egress from the vehicle could be hindered which would increase the risk of injury in the event of an emergency.

The following are safety recalls issued by the National Highway Traffic Safety Administration:

Mack Trucks is recalling certain model year 2014-2015 CXU trucks manufactured June 1, 2013, to Nov. 28, 2014. These trucks may be equipped with an 88 liter air reservoir for the brakes instead of a 96 liter air reservoir. The lower volume of air may result in increased distances being needed to stop the truck. As such, these vehicles fail to comply with the requirements of Federal Motor Vehicle Safety Standard No. 121, “Air Brake Systems.” If the truck unexpectedly requires extra distance to stop, there is an increased risk of a crash. OBS, Inc. is recalling certain model year Blue Bird A3FE2803a vehicles manufactured Sept. 25, 2006, to March 23, 2007, and 2010 Blue Bird BBCV3011s vehicles manufactured May 10, 2009, to Nov. 4, 2009, equipped with certain model S2005, S2010, S5005, S5010, S5505, and S5510 wheelchair lifts manufactured by Ricon Corporation. The platform side plate of the affected wheelchair lifts may crack. If the platform side plates crack, the lift platform can separate from the lift and come to rest against the vehicle’s lift door. When the doors are opened, the platform may fall out, increasing the risk of injury to the lift operator. Paccar is recalling certain model year 2015 Peterbilt 389 Pride and Class edition vehicles manufactured Oct. 1, 2014, to Dec. 4, 2014, and equipped with electronic stability control (ESC). The affected vehicles were manufactured with an incorrect horn contact plate that may damage the ESC steering angle sensor. If the steering angle sensor is damaged, the ESC sensor may malfunction, increasing the risk of a vehicle crash. Paccar is recalling certain model year 2015 Peterbilt 210, 220, 320, and Kenworth K270, K370, T660, T800, T880 trucks manufactured July 21, 2014, to Sept. 16, 2014. The brake caliper bolts may not be properly torqued. As a result, the brake caliper bolts may loosen, reducing the effectiveness of the brakes and increasing the risk of a crash. Polar Tank Trailer, LLC is recalling certain model year 2015 SRJH, APX0, and ATB6 trailers manufactured Aug. 27, 2014, to Nov. 29, 2014, equipped with certain Haldex Life Seal Type 30/30 Long Stroke Air Brake Actuators manufactured Jan. 9, 2014, to Oct. 28, 2014. The affected actuators may have an incomplete attachment of the internal rubber diaphragm to the actuation mechanism of the parking brake section of the Life Seal actuator. If the

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

diaphragm is not completely attached, there may be internal leakage from the service section past the diaphragm, potentially trapping air pressure in the parking brake section. This air pressure in turn, if not vented, may prevent full release of the actuator unit, and may induce brake drag and may result in overheated wheel end service brakes, increasing the risk of a fire. TOR Truck Company is recalling certain model year 2008 DR8490 drilling rog carrier vehicles, manufactured Jan. 1, 2008, to June 1, 2008. In the affected vehicles the accelerator pedal mechanical power spring, may fail prematurely. This could cause the accelerator pedal to not return to idle position. If the mechanical power spring fails prematurely causing the accelerator pedal not to return to idle, it can increase the risk of a vehicle crash. Utility Trailer is recalling certain model year 2014-2015 FS2CHA, VS2DX, VS1DC, VS2RA, and VS1RA trailers manufactured April 14, 2014, to Nov. 4, 2014, equipped with certain Haldex Life Seal Type 30/30 Long Stroke Air Brake Actuators manufactured Jan. 9, 2014, to Oct. 28, 2014. The affected actuators may have an incomplete attachment of the internal rubber diaphragm to the actuation mechanism of the parking brake section of the Life Seal actuator. If the diaphragm is not completely attached, there may be internal leakage from the service section past the diaphragm, potentially trapping air pressure in the parking brake section. This air pressure in turn, if not vented, may prevent full release of the actuator unit, and may induce brake drag and may result in overheated wheel end service brakes, increasing the risk of a fire. Volvo Trucks North America is recalling certain model year 2015 VHD, VNL, and VNM trucks manufactured May 20, 2014, to Nov. 20, 2014 equipped with certain Haldex Life Seal Type 30/30 Long Stroke Air Brake Actuators manufactured Jan. 9, 2014, to Oct. 28, 2014. The affected actuators may have an incomplete attachment of the internal rubber diaphragm to the actuation mechanism of the parking brake section of the Life Seal actuator. If the diaphragm is not completely attached, there may be internal leakage from the service section past the diaphragm, potentially trapping air pressure in the parking brake section. This air pressure in turn, if not vented, may prevent full release of the actuator unit, and may induce brake drag and may result in overheated wheel end service brakes, increasing the risk of a fire.

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SOLO ADVANTAGE™ SELF-ADJUSTING CLUTCH The Solo Advantage Self-Adjusting Clutch features exclusive technology that keeps the clutch in constant adjustment. It also features spring-loaded cams that adjust for proper clearance with every disengagement. If your truck has hydraulic linkage, Solo is the only way to go. If you replace a truck with hydraulic linkage with anything other than a Solo Advantage, it is difficult for the driver to detect the need for adjustment. A clutch operating out of adjustment creates excess heat and friction, which diminish clutch life. If unaddressed, this results in damage to the clutch and hydraulic release system components. visit roadranger.com/clutch ©2015 Eaton. All rights reserved.

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Cover Story

By Lucas Deal, Editor lucasdeal@randallreilly.com

The Voice of Your Customer Listening to customer feedback provides opportunities to strengthen business relationships 14

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Cover Story

here are few gifts in business more valuable than customer feedback. The insight into a customer’s mind is invaluable; and because feedback is most common when something goes wrong, it is nearly always focused on an area that needs improvement. Customer feedback not only showcases a company’s faults, it also gives clear advice on how to remove them. It allows businesses to turn a customer’s negative situation into a positive experience. And fortunately, it’s never been easier to acquire than it is right now. In today’s world, businesses looking to tackle customer feedback need to look no further than the phones on their desk. Nearly every form of feedback today can be transmitted through a smartphone. When the message is short, a quick phone call remains tough to beat, says Walt Sherbourne, vice president of marketing at Dayton Parts. “[Most calls] are usually pretty brief. ‘If you did this it would help me,’ or ‘you would be more efficient if you did this,’” he says. “Our customer service team gets those calls almost every day.” Sherbourne says Dayton’s customer service center is built specifically to handle those messages. Each team member is trained in receiving and recording feedback,

as well as dealing with a wide variety of customer emotions. And that’s an important aspect of acquiring customer feedback, says Liz Macpherson, customer service manager at Haldex. Customers call when they have a problem; they rarely call to say “thank you.” “Most of the feedback we receive is when someone has a specific issue at that moment and they need to have it resolved,” she says. “They have a truck down and need a part, or have a question about a repair, at that exact moment.” “The customer can sometimes be emotional,” adds Darlene Shepherd, customer experience manager at Michelin Truck Tires, North America. “It’s important that we respond to them with the highest level of service and professionalism as we can. “We want to do whatever it takes to ensure the customer is satisfied” at the conclusion of the call, she says. And while a well-trained customer service team is a great asset in these situations, Sherbourne says it’s important to note that not all customer feedback is directed to a call center. Sales people receive a ton of feedback, too, and must be equally trained to positively respond. The reasons for this are layered, suppliers note. Good sales people are the face of their company to their customers. They are typi-

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Michelin’s customer service team is now active on social media in addition to traditional channels to assist end users with issues as soon as they are identified.

cally the person a customer contacts first to answer every question they may have. A sales person who struggles to manage those calls not only hurts their direct relationship with their customer, they also weaken their company’s brand. Brands also can be damaged by indirect customer feedback: through conversation and online. While poor word of mouth remains nearly impossible to track, customer comments posted on social media and other Internet platforms can be found, and addressed. To hear everything customers are saying online about Michelin, Shepherd

says her customer service team has a strong online presence. The team actively manages its social network feeds, using its training to offer advice and solutions to customer comments. “We try to be available for customers no matter [which] touch point they choose to communicate with us,” she says. “We want to increase the customer’s level of satisfaction and loyalty with our products.” Which is why suppliers say the instant customer feedback is acquired it is important to respond.

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Cover Story

A solution is not always immediate, but for a customer facing downtime, speed matters. The amount of time and team members needed to find a solution typically varies depending on the customer’s request, says Sarah Rogers, marketing specialist at Reyco Granning. According to Rogers, sales and customer service employees at Reyco Granning are educated on problem solving as part of their customer service training, and are given authority to respond immediately to as much feedback as possible. Rogers cites a shipping or ordering mistake as one area where Reyco Granning’s customer service team is capable of an immediate response. “That [type of request] doesn’t need to be escalated to anyone else,” she says. “When our [customer service] people receive a call like that they know who to contact within our operation to address the

When building a customer service team, its important to hire positive, outgoing people who can withstand customer issues and provide helpful service.

issue so a new order is placed at that time.” A similar strategy is in place at BorgWarner Thermal Systems, where customer service and sales people provide the first line of defense when handling all feedback, says Richard Harrold, national fleet and aftermarket sales manager. “With our primary products all of our people are trained so they can answer most of the questions we receive,” he says. “When

Always take notes One of the main reasons customers offer feedback is because they want to help a business improve. Which is why even though it’s predominantly negative — “we operate under the belief no news is good news,” says BorgWarner’s Richard Harrold — customer feedback should always be recorded. Haldex’s Liz Macpherson says her company has methods in place for its sales and customer service teams to ensure they take good notes when receiving customer feedback. These

requirements include recording all pertinent customer information (name, business, phone number, etc.), the entirety of their issue and a timeline for solving the problem. This keeps the Haldex team on point when addressing the current problem; and also can be valuable when tasked with similar issues in the future. “Just because a solution is discovered for one customer doesn’t mean there aren’t others who also could benefit from it,” she says.

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questions become more technical in nature, we have them transfer those questions to our technical support line where our engineers assist” the customer. In both cases the companies note their goal is to fulfill the customer’s need during the first interaction. Return calls are acceptable, but the businesses believe customers have a better experience when it only takes one call or conversation to solve a problem. “That’s what we try to do,” says TA/Petro’s Jim Reed, vice president of truck service marketing and recruiting. “When a person who receives a customer request is able to handle it, or knows who to contact in order to handle it, we tell them to take care of the customer at that time.” Adds Sherbourne: “The worst thing is having a customer on hold and not knowing who to ask for help. You can’t waste the customer’s

time like that.” Yet not every customer request can be solved in minutes. In these situations, keeping a customer apprised of progress in solving their issue is incredibly important. A customer issue that can’t be repaired in one conversation cannot be forgotten. “We know how important it is to [our customers] that we respond in a timely manner,” says Lessie Hoover, customer service support and training manager at Michelin. “We don’t want them to feel they’re waiting for us.” “It’s not always going to be one [call] and done,” says Macpherson. And when it’s not, she says Haldex has standards in place to escalate an issue and help get it resolved. Among these benchmarks are requirements that customers are notified on a regular basis of progress made in addressing their feedback and questioning them about

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Cover Story

other ways the company can lend support. The internal targets are equally important. By setting corporate standards, the suppliers say they can be sure no customer’s feedback is overlooked. This is also where record keeping becomes absolutely vital, says Reed. Customer feedback that’s been well cataloged and outlined is much easier to solve, he says, because its shows you the genesis of the problem. (See page 17 for more.) And even if a problem takes weeks to solve, the customer must always remain

in the loop. Customer feedback may be negative in nature, but that doesn’t mean businesses can’t turn them into a positive customer service experience. On the contrary, says Sherbourne. Customers provide feedback because they want the company in question to be better. “Customer feedback is probably the most important part of our business because if we don’t listen to our customers we’re not going to have customers,” he says. “They give us great information about how we’re doing and how we can be better.”

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Having a dedicated customer service team is an excellent way to ensure customer feedback is immediately recorded and properly addressed.

Harrold says responding to customers is the “No. 1 goal and responsibility” of BorgWarner’s sales and customer service teams. “We want our points of contact to be able to help customers resolve any issues

they might have,” he says. Rogers agrees, and says Reyco Granning hopes to provide that same reassurance for its customers. “We want them to think to contact us because they know we’ll do what it takes to fix it.”

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By Lucas Deal, Editor lucasdeal@randallreilly.com

Sales & Marketing

Survey Says Tips for writing the perfect customer survey

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Sales & Marketing

hile most customer feedback originates organically through daily business operations, there are ways for businesses to actively solicit customer comments and opinions. The most common of these is the customer survey. Typically produced as a way to measure a business’s performance against itself or its peers, surveys also can provide deep insights into how a customer perceives a business and areas where said business thrives or needs to improve. When writing a customer survey, here are three important things to remember.

Know your audience This is absolutely vital for any business conducting a survey (suppliers, distributors and service providers). Different business segments have different customers, and their wants and needs aren’t equal. Surveys written for both segments should have questions or sections specific to each market area. Each section should only be accessible to the relevant customers, and should make no mention of the other business segment or survey. Building separate surveys requires preparation and research. When asking responders to evaluate a company’s customer experience, a survey writer needs to know what level of service

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the company aspires to provide, and the methods in which they do so. The writer also needs to know how customers have responded to that service through other channels — such as complaints or discussions with sales representatives — and how the company has worked to solve those problems. This gives the writer background on how the operation’s customer service is currently perceived by the company and its customer base, and allows them to write questions focusing on these issues. Darlene Shepherd, customer experience manager at Michelin Truck Tires, North America, says this is one of the most valuable aspects of customer surveys — uncovering hidden information about suppliercustomer relationships. “Our surveys focus on what the experience is like for our customers throughout their journey,” she says. “We want to know the areas during that process when they are or are not satisfied.”

Write good questions Identifying topics to be explored is the tip of the iceberg when writing a survey. The most difficult step comes in the phrasing of questions. Online survey producer Survey Monkey says good survey questions are simple and unbiased.

No customer should be required to fill out a survey, which means every second they spend doing so is time they’re not spending on their business. It also means they are unlikely to complete a survey that asks questions they can’t easily understand or answer.

Quick tips when writing your survey Three key tips for writing the perfect survey. Have a plan. A good survey is focused and direct. Think like Jeopardy. Have your ideal answer in mind when writing your questions. Forget what you know. Write each question without bias or favoritism.

Combining multiple queries into one question is one common mistake that can doom a customer survey, because it makes it “impossible for you to interpret [customers’] answers,” Survey Monkey says. A company that wants to gauge its sales team’s response to customers via phone, email and text should ask

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Sales & Marketing

different questions specific to each communication tool. This ensures a respondent doesn’t merge its thoughts on the three tools to one response, and gives the surveyor insights on each method if overall customer opinion is different. Simplicity also means avoiding excessive caveats or stipulations to questions every respondent is expected to answer. Asking a customer a yes or no question and following with a direct secondary question can be valuable; but should not be overused. A good survey also should be written to allow customers to clearly pass over a secondary question if it does not apply to them. And when a survey is updated to ask better questions, positive results are seen immediately, says Liz Macpherson, customer service manager at Haldex. “We recently tweaked some questions

We recently tweaked some questions on our annual customer survey and we almost tripled our response rates. We continued to ask about the same issues, we just changed the questions to make them more concise. – Liz Macpherson, customer service manager at Haldex

We try to identify elements that are most important to our customers and rank and prioritize them, then write the survey based off of that information. – Darlene Shepherd, customer experience manager at Michelin Truck Tires, North America

on our annual customer survey and we almost tripled our response rates,” she says. “We continued to ask about the same issues, we just changed the questions to make them more concise.” Bias can be another killer of a customer survey. Injecting a company’s opinion of itself into a question can pressure a respondent into agreeing with a statement they may not wholly support, Survey Monkey says. For example, a supplier that updates its website should not precede survey questions about the update with phrases such as “How has our improved website” or “Since improving our website.” The “improve” statement alters the questions in such a way where a customer isn’t giving an opinion so much as confirming the company’s positive assessment of the website. A website can improve and still be sub-par, but a biased question minimizes the likelihood of a customer responding as such. Good survey questions also should be open-ended to attract responses. The yes or no question previously referenced works because it feeds responders to a more focused and specific secondary question. It directs customers to the question most relevant to them. When the goal is not a simple response, a one-word answer is nearly worthless. An example of this can be seen as follows. The question, “Are you satisfied with our shipping performance?” is formed in such a way that a survey

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

respondent may believe only a yes or no is required, or choose to respond with either a yes or no because no more information is explicitly requested. Conversely, the question “How does our shipping performance impact your business?” invites a customer to respond with a complete sentence, or more, focusing on their level of satisfaction with the shipper’s performance and how it benefits them. One extra word and a slightly altered statement produces considerably more information.

Don’t ask too much The number of questions a supplier wants to ask a customer may be endless, but a survey cannot be. A good survey focuses on particular issues and attempts to acquire as much information as possible from respondents about those issues with minimal commitment, Survey Monkey says. Finding that focus should come during the research and planning stage. “We try to identify elements that are most important to our customers and rank and prioritize them, then write the survey based off of that information,” says Shepherd. Survey Monkey adds that a good rule of thumb when producing a survey is checking it for length during the production process. A survey that takes 10 minutes to read, without responses, is likely to be completed at a lower rate than a 20-question survey that takes two minutes.

Marketplace

Engine leak detector Redline Technologies introduces its new HD PowerSmoke leak detector for heavy-duty engines. Redline says the product is designed to apply the precise pressure and volume of vapor needed to test the integrity of heavy-duty intake systems and exhaust systems in one quick procedure. By generating variable vapor pressure from 2 to 20 psi, the detector gives heavy-duty technicians the ability to vary flow as different types and sizes of leaks are visible at different pressures.

Expanded stability control system Meritor WABCO’s SmartTrac portfolio of stability control systems has expanded with the addition of a new cost-saving technology to monitor suspension load and manage lift axles for trailers. The new product integrates with Meritor WABCO’s trailer roll stability support (RSS) and anti-lock braking systems (ABS), resulting in a more cost-effective solution compared to stand-alone lift axles, the company says. Meritor WABCO says it also is compatible with any air ride-equipped lift axle suspension on a trailer and can be configured in several ways.

Growing aerodynamic mud flap product line

Heavy-duty vehicle stereo ASA Electronics has introduced its new JCV2015BT stereo under its Jensen Heavy Duty brand. ASA Electronics says the stereo plug and play is accessible with all truck makes, has a 12-month warranty, is SiriusXM-ready and Bluetooth enabled, and comes equipped with front panel access to USB, along with iPod and iPhone integration and charging, a 3.5mm input, a rear RCA AUX input, and a seven-channel NOAA weatherband tuner.

Axle lubricant for low RPM engines Dana has released an axle lubricant it says is specially formulated for fuel economy improvements with lower rpm engines. The XFE 75W-90 axle lubricant is a synthetic gear oil with a 500,000 mile change interval. Dana says its engineers have validated a number of benefits associated with using the new lubricant, including reduced friction and spin loss, lower stabilization temperature and more viscosity during operation.

T R U C K PA R T S & S E R V I C E | M a r c h 2 0 1 5

Andersen Flaps is expanding its aerodynamic Eco-flaps splash guard line with the addition of a 27- and 36-in. long splash guard. The new lengths come with the improved Eco-flaps design for an even more aerodynamic splash guard, the company says. The wide horizontal ribs have been removed in the design improvement to further reduce wind resistance and to improve fuel efficiency. Eco-flaps’ molded, aerodynamic channels allow air and water to easily move through the flap surface with minimal drag to improve fuel economy up to 3.5 percent, the company says.

Front axle regional tire Toyo Tire USA introduces its new Toyo M149 super single for regional to urban use on commercial trucks. This all-position super single tire is designed to deliver superior wear performance in tough operations ranging from urban front axles to long haul trailers, the company says. Optimized construction and tread design delivers high uniformity, even wear, and excellent wet traction. These benefits combined with a competitive acquisition point make the M149 a leading value alternative tire for tough operating conditions, Toyo says.

Marketplace

Master disconnect switch Cole Hersee introduces its new 75920 master disconnect switch. The 75920 master disconnect switch has a high amperage capacity: 300A at 12V DC. This switch protects vehicles against tampering, theft and battery drain, protects from hazards during vehicle servicing, and can be locked-out or tagged-out, the company says. Cole Hersee also says the 75920 provides an effective emergency power cutoff and can be used in both positive or in negative path applications.

Expanded aftermarket product lines Road Choice Truck Parts has added several replacement product categories to its aftermarket line. The replacement parts added include charge air coolers, radiators, oil pans, mud flaps and brackets, mufflers and flex bellows. With these additions, Road Choice all-makes parts now offers 22 high-volume product categories.

Off The Line Spotlighting a new OEM innovation

New options for Freightliner M2 106 Freightliner Trucks has introduced new option packages for its Class 6/7 M2 106. “We know our medium-duty customers want options that enhance productivity, efficiency and driver recruitment, and we are delivering smart solutions on all levels,” says Mary Aufdemberg, director of product marketing for Freightliner Trucks. The new options include Allison Transmission’s FuelSense technology, a set of unique software packages including features that automatically adapt to shift cycles and torque, maximizing transmission efficiency based on load, grade and duty cycle, Freightliner says. There also are packages with interior comfort and exterior finish options, to help recruit and retain drivers.

20 TONS OF STEEL, HORSEPOWER AND HEAVY-DUTY MUSCLE AT THE MERCY OF A ONE-POUND FILTER. WE GOT THIS. You’ve got a lot riding on your filters. With high performance and innovation, Luber-finer has been the trusted heavy duty choice since 1936. © 2015 Luber-finer. An ISO14001 and ISO/TS16949 registered company. 200 S. 4th Street, Albion, IL 62806-1313.

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Marketplace

The Buzz

Expanded air disc brake product lines

The five hottest products as determined by readers of truckpartsandservice.com

New heavyduty starter Remy International, Inc., introduces the Delco Remy 38MT+ heavy-duty starter. With the addition of the 38MT+, Remy says it now has a starter for every application in the North American truck market. The 38MT+ (P/N 8200977) is designed to fit Paccar MX 11 and 13 liter engines, and has the power Delco Remy starters like the 39MT and the 44MT, but in a unit that is smaller and lighter, the company says.

Meritor has enhanced its air disc brake (ADB) product line and introduced updated parts catalogs to support rising market demand. Meritor says the expansion includes more than 150 part numbers for genuine Meritor ADB systems, such as the ADB1560, DX and EX+ models and over 130 Meritor AllFit part numbers covering brakes made by other manufacturers. Meritor’s EX+ aftermarket offering now includes more than 50 EX+ assemblies, such as calipers, kits and various wear items. The new selection of AllFit products includes brake pads, calipers, rotors, brake chambers and service kits.

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Marketplace

DEF filtration unit Clean Solutions, a division of Donaldson Company, Inc., introduces a new solution to deliver clean diesel exhaust fluid (DEF) to protect selective catalytic reduction (SCR) systems on vehicles and equipment. According to Donaldson, its new DEF filter removes harmful particulate and prevents clogged dosing valves, thereby ensuring the proper function of the SCR. This also extends the life of the onboard DEF filter, which prevents unplanned downtime.

Expanded former dealer-only product lines Dorman HD Solutions has released a new list of former dealer-only parts. Among the new parts introduced are remanufactured ABS control valves for various truck and trailer models. Dorman also has extended its remanufac-

tured throttle actuator product line for Detroit Diesel 60 Series engines, coolant reservoirs for Mack Granite tractors and introduced a new product line of remanufactured air control valves for Cummins ISM and ISX engines.

New cordless impact tool Snap-on says customers can recieve more power and productivity with its new 14.4-volt, 3/8 in. drive MicroLithium Cordless Impact (CT761) tool. Providing 120 ft. lbs. of torque output, the new tool produces 2,000 RPMs of free speed to handle a wide range of torque applications. A nose-mounted LED offers plenty of light and the CT761 warns the user if they are under voltage or over current, shutting down the impact before it overheats, the company says. The tool weighs in at slightly more than 2 lbs.

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BECAUSE 60 – 0 MPH IS IMPORTANT, TOO. How fast you can stop your commercial vehicle really matters. The FMVSS 121 Reduced Stopping Distance (RSD) regulations mandate shorter stopping. At Meritor, we can help you C.Y.A. with the expertise and the Meritor® RSD Friction materials you need to stay compliant. For more information on how to Cover Your Assets, visit MeritorCYA.com or call 888-725-9355. And ask for the box with the bull. ©2015 Meritor, Inc.

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This advertisers’ index is a service to readers. Although every effort is made to maintain accuracy, Truck Parts & Service cannot assume responsibility for errors or omissions.

MERITOR® WHEEL BEARING ADJUSTMENT SYSTEM FOR THE AFTERMARKET BROCHURE Meritor Aftermarket has teamed up with Temper® to offer Doctor Preload® and TemperLoc® spindle nuts – a superior bearing adjustment system for wheel-end management, longer tire life and less downtime. Doctor Preload, when used in conjunction with Temper-Loc spindle nuts, is the ideal wheel-end bearing adjustment solution. The system sets the bearings to precise preload settings with a quick, simple, reliable and repeatable process. For more information or to download this brochure, go to MeritorCYA.com.

AN INDUSTRY TRIPLE PLAY FROM AUTOMANN

Automann offers three reference catalogs: • Air Spring: 250 pages with more than 500 air springs, bellows charts and extensive cross references. • Steering: 408 pages with more than 1,200 detailed pictures, progressive size and OEM charts and an index with more than 6,000 cross references. • Suspension: 1,432 pages with more than 300 schematics across 47 makes, including 35 new models. More than 3,500 detaled pictures, dozens of charts and OEM and industry cross references.

HEAVYDUTY WHEEL ALIGNMENT CATALOG Bee Line has introduced a catalog highlighting its heavyduty wheel alignment equipment. This full-color brochure features the company’s LC7000 series laser guided computer alignment gauging system, the 22000 Rear Axle Aligner and the Smart Balancer II. Also highlighted are the company’s on-the-floor alignment configurations and its mobile alignment system, as well as various alignment accessories. Action photos show how each product is used and detailed information accompanies each photo.

Meritor, Inc. MeritorPartsOnline.com

Automann USA www.automann.com

Bee Line www.beeline-co.com

MERITOR WHEEL BEARING ADJUSTMENT SYSTEM FOR THE AFTERMARKET ®