A solid customer base is not something that grows overnight. It takes
time to cultivate a database of customers who return for service
time and time again, and who also recommend your shop to others.
Several factors work together to enable you to earn their trust and
respect, which translates into satisfied customers and highly sought
after repeat business. Things like high-quality parts, top-notch
service and genuine concern for your customers’ needs top the
list, but other subtle aspects of the way you do business can
significantly impact your shop’s ability to earn their lasting loyalty.
With the goal of providing you with ideas to increase customer loyalty,
Babcox Research asked a sample of shop owner readers for their ideas on
this topic. We received dozens of great responses, so thank you to
those of you who responded.
10 Ideas to Increase Customer Loyalty
1) Listen to your customers and make them feel
like they are the most important person in your shop. Show them that
you have their best interest at heart.
2) Put service first under promise and over
deliver. Always complete the repair as it was explained to the customer
and verify that the problem has been solved.
3) Use only top-quality parts, and let customers know you can provide the same level of repair and service as the dealers.
4) Adhere to your shop’s original mission
statement (i.e. personable service through quality repair/rebuilt engines) and always
keep the customer informed. Be sincere, courteous and respectful, and
thank customers for their business.
5) Be honest and credible, and your customers will put their trust in you. Loyalty comes with trust.
6) Make sure customers leave your shop happy and follow up in a few days to ensure they are satisfied with the completed repairs/rebuild.
7) Create customer “rewards” programs, such as e-mail specials for regular
8) Promote that your shop provides outstanding service that’s second to none, and be sure to deliver on that promise.
9) Do the job right the first time, pay attention to the details and stand behind your work.
10) Ensure that your service advisor makes
customers feel comfortable by being friendly and personable, as well as
knowledgeable about the engine/repair work that is
Jeff Stankard is Group Publisher of Babcox Publications’ Tech Group.