How you interact with your customers is more important than ever and can set the stage for repeat visits or a one-time encounter.
Nancy Friedman, founder of Telephone Doctor Customer Service, presented what she deemed the “golden nuggets of customer service” during the Driven Brands Summit on Dec. 9. The virtual event brought together attendees from the group’s three brands — ABRA, CARSTAR and Fix Auto, and featured the theme “Unit3d.”
Friedman said the following are vital for continued successful customer service:
Be prepared for the unexpected. If you don’t have the answer to something say, “Wow, that is a good question. Let me look into that for you,” Friedman explained. Don’t be an “I don’t know” person, be a prepared person.
Embrace change. “Expect it and accept it,” she said. While the word change can be scary to employees and management, she suggested instead calling it “improvements.” You are not changing your business but improving it.
Four killer words of customer service. Do not use the phrase, “Hi, how are you?” The problem with this sentence is nothing happens, Friedman said. It is a useless phrase. Instead, say something such as, “Good to talk with you;” “Thanks for choosing CARSTAR;” or “We are pleased to have you with us.”
Do something extra. “Now is the time,” Friedman said. She suggested having candy in the shop, or even making a NAM call — a “no alterior motive” call. You can say something along the lines of “We checked your vehicle last year. It is time for another re-check.” Or, “Is everything going well with your vehicle?” “Do something they aren’t expecting,” she said.
This is the new normal. While shops continue to adjust and make improvements in today’s climate, some things shouldn’t change. If you were smiling, happy and friendly with clients before COVID, those things should not be changing. “Do what you were doing before COVID, but do it better with more passion and more energy,” Friedman said. “Why spend time wondering about what’s going to happen? Do more of what you were doing, but stronger, harder and faster.
Return all communication in a respectful manner. “Don’t ever complain about being busy. It is good; it is positive,” Friedman said. But it shouldn’t interfere with responding promptly to customers. Delegate the task to other staff member if you are too busy or send a message that you will be in contact within 24 hours. But you need to acknowledge communication received.
Selling to women. The top three things that will help shops sell to women are listening skills, making eye contact and paying attention and wearing a smile. “If you can talk with a smile on your face, you will get more business,” Friedman said.
Listen. The ability to listen is the No. 1 skill needed to be successful at sales and service. Take notes and show the customer you are paying attention.
Don’t be too busy to be nice. If you are, customers may find somewhere else to go.
Pick up the phone with a smile. “Customers can hear it in your voice,” Friedman said. She suggested a greeting of, “Hi, thanks for calling CARSTAR, this is Nancy.” And she reinforced the point of ending with your name so customers remember it.
Send thank you notes. “Everyone loves to get thank you notes,” she said.
Friedman also shared five techniques to embrace during COVID:
1. Start some sort of training today. Waiting is not effective.
2. Meet with your staff. Discuss what went right and what went wrong. Capture the right and repeat it.
3. Have all franchisee and staff members wear their suit of armor. Prepare for the unexpected. If you don’t have the answer, tell them you’ll find out for them. Be positive.
4. Have the “care” gene. Customers don’t care how much you know until they know how much you care.
5. Work with a smile.
