GM BODYSHOP SUPPORT PROGRAMCUSTOMER HANDLING COACHING SESSION

INTRODUCTIONPresenter Background

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COURSE SESSION AGENDA

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Topic

Welcome, introductions, agenda and objectives.

What is customer satisfaction and why is it important.

The customer satisfaction survey.

Getting the customer contact points right.

Dealing with Customer complaints.

Handling the most difficult and challenging scenarios.

Summary.

Make sure all safety equipment discussed in the course are available for demonstration

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H E A LT H A N D S A F E T Y

C O F F E E & L U N C H B R E A K S

H E A LT H A N D S A F E T Y

M O B I L E P H O N E S

N O S M O K I N G

F I R EP R E C A U T I O N S

GROUND RULES

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SESSION OBJECTIVESBy the end of this course, you will be able to:

Provide superior customer service.

Be competent in following customer handling procedures, namely the customer ‘contact points’.

Handle customer complaints.

Monitor and record complaints and issues.

Handle the most challenging and difficult customer scenarios and achieve a win win outcome.

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Vulnerable and / or injured, a car accident can be a physically and emotionally traumatic experience.

Angry and stressed.

Frustrated.

Embarrassed.

Initially not pleased about becoming your customer. Buying the services of a bodyshop is often what we call a ‘distress purchase’.

With the right customer handling skills, you can help to turn a unpleasant experience for the customer into a reassuring and comfortable one.

HOW DOES A CUSTOMER FEEL AFTER AN ACCIDENT?

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More customers (retain existing and find new customers).

More sales.

More profit.

Deliver the GM experience expected of the brand.

Job satisfaction.

Meet brand standards.

Build a strong reputation.

WHY DELIVER A SUPERIOR CUSTOMER EXPERIENCE?

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90% of dissatisfied customers will not do business with a company again.

80% will tell at least 10 people, 20% will tell 20 people about their experience.

Therefore poor customer satisfaction means a poor reputation and consequently less customers, sales and profit.

A demotivated and dissatisfied team.

A stressful working environment.

Failure to meet the brand standards and requirements.

CONSEQUENCES OF ACHIEVING POOR CSI?

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Recurring problems.

Delays.

Not delivering what you promised the customer.

Lack of training.

Poor quality workmanship.

Customers experiencing a lack of etiquette when dealing with customers face to face and on the telephone.

Dissatisfied staff.

High staff turnover.

WHAT ARE THE DRIVERS OF LOW CUSTOMER SATISFACTION?

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Deliver a superior experience every time there is face to face, telephone or email contact.

Keep the customer informed on a regular basis.

Be realistic and never ‘over promise’.

Always keep your word.

CUSTOMER CONTACT POINTS

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To be able to park with ease.

To be greeted in a welcoming way.

To encounter friendly, polite and respectful staff.

To be able to talk in a language that the customer understands and avoid ‘jargon’.

To have access to beverages and magazines in a comfortable waiting area.

Deliver everything that you said that you would and so it on time.

To be kept up to date using the communication method that the customer prefers.

To have any problems or issues encountered resolved swiftly and efficiently.

To receive a quality repair.

WHAT DO CUSTOMERS EXPECT FROM YOUR TEAM?

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How satisfied were you with the cleanliness and attractiveness of our facilities?

Was the estimating process handled efficiently?

Were you satisfied with the time it took for us to contact you after your claim was made?

Did we take time to thoroughly understand your needs?

Was the finished repair work explained to you when you picked up your car?

How satisfied were you with the start date of repairs?

How satisfied were you with the length of time it took to repair your vehicle?

THE CUSTOMER SATISFACTION SURVEY QUESTIONS

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Was the service between the dealership and our repair shop coordinated?

Were you kept informed about the progress of your repair?

Was your vehicle ready when originally promised?

If not, were you notified and provided with an explanation?

How satisfied were you with your understanding of the repair process?

How would you rate your overall repair experience?

Would you recommend us to family and friends?

THE CUSTOMER SATISFACTION SURVEY QUESTIONS

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Did we make you feel welcome?

Did we treat you fairly?

Did we fully understand your requirements?

Did you enjoy dealing with us?

Do you intend on using our services again?

TYPICAL GM SURVEY AREAS

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HOW PROCESS IMPACTS ON CUSTOMER SATISFACTION

Quality Assurance Legend

Pre-Inspection CSM

Scheduling Board PM

Process Locator PM

Quality Sign-off QC

Quality Inspection QC

Customer Survey CSM

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Remember that the customer is probably stressed and anxious following an accident and that it is your job to offer reassurance and put them at ease.

All bodyshop personnel should greet customers. This does not relate only to the reception personnel, but the repair personnel must also greet customers.

Welcome the customer and also see them off the premises when they leave.

First impressions count! You do not get a second chance to make a good first impression.

Treat your customers the way you would like to be treated.

Listen carefully to the customers, always take notes, and read back what the customer said.

CUSTOMER HANDLING – THE FIRST CONTACT

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7%

38%55%

WORDS TONE BODY LANGUAGE

FACE TO FACE COMMUNICATION

Source: Albert Mehrabian

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TELEPHONE COMMUNICATION

20%

80%

WORDS TONE

Source: Albert Mehrabian

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Handling telephone calls concerning estimations and repair servicing requests:

Verify that the customer has contacted their insurance company and the police.

After indicating that the vehicle can be brought in for repair and making sure that there is a place to park the vehicle at the shop, ask the customer when they will be able to bring the vehicle in book an appointment where possible.

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CUSTOMER HANDLING – TELEPHONE PROCEDURES

When starting the vehicle repair servicing:

Contact the customer and tell them that the work has begun.

At this time, give them an accurate completion date.

CUSTOMER HANDLING – TELEPHONE CONTACT

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Make a detailed enquiry concerning the conditions at the time the vehicle was damaged, what the customer wants, and whether the insurance company has been contacted.

Input the information into the BP Vehicle Servicing Acceptance/Delivery Control Form, and after having the customer verify that there are no mistakes, have them sign the form.

Always make a copy of the insurance policy and the customer's driver's license.

Tell the customer when the vehicle will be ready. (If only an estimated completion date is known at that time, tell them the estimated completion date).

CUSTOMER HANDLING – THE CLAIMS PROCESS

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Always aim for an accurate estimation to determine the true repair value.

If an estimation price is confirmed, contact the customer and tell them the price.

You may not need to contact the customer if the cost is being covered by the insurance company.

CUSTOMER HANDLING – PRICE CONFIRMATION

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Telephoning customers to convey the repair status.

Accurately convey the current repair status.

If the promised completion date will be affected by a temporary work stoppage due to waiting for parts or materials, contact the customer and convey this fact.

CUSTOMER HANDLING – REPAIR STATUS

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Set the number of years in which the repair warranty is valid at your shop and give it to the customer.

The repair warranty is limited to the area that was repaired.

The dealer decides whether the warranty covers the function and quality of the repaired area or it is limited to only to the paint coating.

If the shop uses the full system of paints recommended by the vehicle manufacturer and the shop meets the manufacturer standards of training, facilities, quality and other standards indicated in the guidelines, it can obtain the paint warranty from the paint manufacturer.

CUSTOMER HANDLING – REPAIR WARRANTY

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When the completion inspection is finished and the vehicle can actually be delivered, contact the customer.

If delivery can actually be organised whilst work is still in progress, there is no problem with contacting the customer before finishing the completion inspection.

CUSTOMER HANDLING – FINAL INSPECTION

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Explain the contents of the repaired area. At this time, do not use jargon rather, use words which the customer can easily understand.

Have the customer make a final inspection and then have them sign a Vehicle Servicing Acceptance/Delivery Control Form if there is no problem.

Issue a repair / paint coat warranty.

CUSTOMER HANDLING – VEHICLE DELIVERY

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Ensure the same issues do not reoccur.

Avoid delays.

Keep the customer updated.

Deliver to the customer what you promised.

Ensure all staff are trained and kept up to date.

Be friendly and polite towards customers.

Use the right body language, tone and words.

Ensure there is a high level of staff satisfaction.

Minimise staff turnover.

HOW DO WE MINIMISE COMPLAINTS IN THE FIRST PLACE?

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When it comes to customer dissatisfaction, ignorance is not bliss.

We should be more worried about the customers that are dissatisfied and don’t tell us, than those who do take the time to inform us.

Receiving a complaint gives you the opportunity to resolve the issues(s).

It is also a chance to learn from mistakes and become better at what you do.

Knowing there is a problem is the first step to resolving it.

Always take the time for complaints and feedback.

EMBRACING COMPLAINTS

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Encourage feedback from customers by:

Asking the customer at the point of delivery if they are satisfied with the service that has been offered.

Sending out or carrying out over the telephone follow-up questionnaires to them within 3 days of delivery.

Survey and analyse how many repeat customers and recommendations you are receiving.

ACTIVELY ASK FOR FEEDBACK

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Keep a record for every individual complaint and issue identified so that all the information and updates are in one place.

Encourage all staff to log customer complaints in a central place. A log will help you to identify patterns and trends.

Implement a business culture that encourages self-improvement and learning from mistakes.

Discuss the complaints and issues log in management meetings to help them identify the points at which the business can be improved.

RECORDING AND LOGGING ALL COMPLAINTS AND ISSUES

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Use the log to identify the main areas of failure, and try to fix those areas as early as possible in the business process.

PREVENT COMPLAINT RECURRENCE

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USING FEEDBACK GAINED TO ACHIEVE CONTINUOUS IMPROVEMENT

Collection of customer

complaints and issues

Communicate feedback

gained from complaints and

issues identified around the

team

Collate, track and monitor the

information collected

Correction of processes and

procedures impacting customer

satisfaction

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Management should have policy and set parameters to offer an on-the-spot settlement if possible.

Each employee should have a level of responsibility for following up any complaint they receive until that complaint is resolved to the customer’s satisfaction.

TAKE RESPONSIBILITY FOR CUSTOMER COMPLAINTS!

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T - Trustworthy: taking responsibility and ownership in rendering reliable services at a high professional and ethical standard.

R - Respect: to make the customers feel that they are important, being valued to the organization.

U - Understanding: to be able to see things from the customer’s point of view and have awareness of the customer’s feelings.

S - Sensitivity: awareness of the customer’s needs as well as verbal and non-verbal clues in order to maintain an assertive communication.

T - Timeliness: to act promptly without delay and follow through the complaint until the customer’s satisfaction is obtained.

5 PRINCIPLES OF COMPLAINT HANDLING: TRUST

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Listen attentively to the customer’s complaint and then acknowledge their feelings.

Send acknowledgement emails / letters thanking customers for choosing your bodyshop and be transparent by informing them of each process, including the complaints process, along the way.

Call up customers in advance to update any delay or problem status before they find out by themselves.

Include the name and contact number of the point of contact in all correspondence.

ENCOURAGE GOOD COMMUNICATION

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STEP BY STEP APPROACH TO COMPLAINT HANDING

7A Complaint Handling Model

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Skills Explanation

Acceptance

• Use a positive tone to show your competence and commitment to offer assistance

• Do NOT take complaint personally: think positive

• Use customer’s name throughout the complaint handling process

Apology

• The act of apology is to show respect rather than to admit that we are wrong

• Sincere apology for the “inconvenience” caused to the customer

Acknowledgement

• Empathize with the customer’s feeling

• Show understanding and willingness to offer assistance

COMPLAINT HANDLING STEPS: 1ST - EMOTION

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Skills Explanation

Analysis

• Always handle one complaint issue at a time

• Avoid bias and unnecessary assumptions

• Listen without interruption

• Ask questions to gather information and to clarify understanding

Alternative solution

• Suggest feasible solutions – not false hope – within your authority

• Think of another alternative if it is not acceptable to the customer

Agreement • Confirm the solution is acceptable

Assurance

• Show our genuine concern and sincerity

• Express willingness to help in future

• Thank for the customer’s complaints / business

COMPLAINT HANDLING STEPS: 2ND - PROBLEM SOLVING

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A customer was notified by the dealer that the repair claim had been approved, that the parts have been ordered and that repairs would be completed in two weeks and ready for pickup on the following Friday afternoon.

The customer had heard nothing over the next week, so they called the bodyshop and when asked if the car would be ready. The Advisor asked the customer to hold so they could find out how the repairs were going.

After waiting on the phone for five minutes the customer was told by the Advisor that the repairs were not completed and the new date of completion was the following Wednesday. The Advisor said that a wrong part had been supplied.

The customer wanted to confirm that the Advisor was telling the truth so they called the parts distribution center who said that no incorrect parts had been supplied to the bodyshop.

The customer waited to discuss the issue when they picked up the car. When they asked the Advisor again, the reason for the delay was the same, a parts delay. The customer asked for the manager to join the conversation.

COMPLAINTS SCENARIO - EXERCISE

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The customer has asked the manager to be compensated for 1) three days of having to pay for a hire car 2) not telling the truth and destroying the trust of the brand.

After the manager looked at the cost of compensating the customer it was evident that the cost would be much greater than the bodyshop’s profit on the repair.

COMPLAINTS SCENARIO - EXERCISE

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Being able to deal effectively with unhappy customers is a distinguishing mark of a successful business.

The benefits of effective complaint handling processes can be built into a competitive advantage for your business.

DEALING EFFECTIVELY WITH CUSTOMER COMPLAINTS - SUMMARY

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Take worthy efforts to convert unhappiness into satisfaction even if it costs time, effort or money.

Weigh up the lifetime value of the customer – this could considerably offset a little trouble or expense now.

Remember that an unhappy customer is likely to spread the damage by telling many others about the failings of your business.

Realise that a customer converted from unhappy to happy often becomes the most powerful advocate of all for your business.

DEALING EFFECTIVELY WITH CUSTOMER COMPLAINTS - SUMMARY

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THE BEHAVIOUR CYCLE

SeeGet

Do Feel

RESULT

BEHAVIOUR EMOTION

INTERPRETATION

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10 REMINDERS IN HANDLING DIFFICULT CUSTOMER SCENARIOS

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1 Think positively and do your best to turn them into loyal customers.

2 Meet the challenges - do not avoid them.

3 Handle the difficult customers with patience.

4 Communicate assertively, not aggressively, or passively, with the customer.

5 Focus on the negotiable issues rather than the irrelevant issues or even personal attacks.

6 Emphasize what you CAN DO, not what you CAN’T DO.

7 DO NOT argue with customer.

8 Know your bottom-line; but be flexible.

9 Escalate the case to your superior if there is a deadlock in satisfying the customer.

10 Keep your superior informed of any complaints and difficult customers.

11 Express appreciation when the customer agrees to the recommended solution.

ACHIEVING A WIN WIN OUTCOME

Consideration

Cour

age

PU

SH

PULL

HIGH

LOW

CompetingWin/ Lose

CollaborativeWin/ Win

AvoidingLose/ Lose

AccommodatingLose/ Win

LOW

HIGH

Compromise

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You have reached the end of this lesson. You should now be able to:

Understand how to provide superior customer service.

Be competent in following customer handling procedures, namely the customer ‘contact points’.

Understand how to handle customer complaints.

Understand how to monitor and record complaints and issues.

Be able to handle the most challenging and difficult customer scenarios and achieve a win win outcome.

SUMMARY – EFFECTIVE CUSTOMER HANDLING

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CUSTOMER SATISFACTION IS YOUR BUSINESS

QUESTIONS?

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THANK YOU