Providing a seamless and satisfying customer experience is the key to business success in the automotive repair and tire shop industry. Often, the first point of contact between a customer and a business is a phone call, making it a critical component of the overall customer experience strategy.
Crafting the Customer Experience Strategy
Customers are the lifeblood of any business, and their satisfaction should always be the priority. The success of your store hinges on the growth and satisfaction of your loyal customer base. To ensure a positive customer experience, your strategy should revolve around the following key elements:
- We empower teammates who feel capable and see a growth path with the company.
- Ensuring that teammates treat customers with respect, help them make informed buying decisions on tires and car maintenance, and keep them informed about the progress of their vehicle.
- Building customer trust by fixing their car right the first time and delivering on promises.
- Ensuring the company receives a return on its investment while customer loyalty and market share grow.
This customer-centric approach starts when a customer hears about your business and continues through every interaction with your team.
The Role of Phone Skills in the Customer Experience Strategy
Superior phone skills are crucial to attracting customers and providing them with a positive first impression of your business. To ensure consistency and quality in every customer interaction, we provide a free “talk track” that you can implement today. A talk track is a script or guideline on handling phone interactions effectively, from the initial greeting to confirming appointment details.
Here’s a detailed version of the talk track: Service Writer Phone Talk Track
Step One: Create a Positive First Impression
Answer the phone in three rings or less and provide a friendly introduction. Example: “Thank you for calling [Store Name]; this is [Your Name]. Can I ask who I’m speaking to? Hi [Caller’s Name], how may I assist you today?” This step sets the tone for the conversation and makes the customer feel welcome.
Step Two: Understand the Customer’s Needs
Ask the customer for their tire size and the vehicle’s year, make, and model. This information helps you understand their needs better and provide accurate assistance. Ensure you verify the tire size to avoid any confusion or miscommunication.
Step Three: Offer Value
Ask the customer if they have purchased tires from you before. This question can help you gauge their familiarity with your services. To demonstrate your value, mention your free services, such as a Free Alignment Check, Free Tire Inspections, Free Tire Rotations, and Free Air Checks. Also, mention your low price guarantee to reassure them of your competitive pricing.
Step Four: Encourage a Store Visit
Quote the lowest single tire price and invite the customer to visit the store. If a customer asks for more options, quote the next lowest tire option. Remember, the goal is not to sell the tires over the phone but to encourage the customer to enter the store. Phrase your invitation positively: “We have tires in stock for that size as low as [lowest tire price per tire]; we can install them for you today. Does that sound okay to you?”
Step Five: Set Up an Appointment
Set a convenient time for the customer’s visit and get the caller’s information. If the caller doesn’t want an appointment, inform them about your 30-day Price Match guarantee to overcome objections. This assurance can build trust and make customers feel more comfortable about their decision.
Step Six: Provide Information and Answer Questions
Ask the caller if they have any other questions regarding your tires and services. Always provide and confirm the store location. This information ensures the customer knows where to find you and feels prepared for their visit.
Step Seven: Confirm Details
Confirm the details, including the tire selection and price, if an appointment was made. If no appointment was made, provide the store hours and days of operation. This information helps set the customer’s expectations and reduces the chance of misunderstandings or confusion.
Step Eight: Show Appreciation
Thank the caller for their time and express appreciation for their interest in your store. Example: “Thank you! Thanks again for calling [Store Name].”
This detailed talk track is a practical tool that embodies your customer experience strategy and emphasizes phone skills. It provides a consistent approach to every phone interaction, increasing customer satisfaction and stronger customer loyalty.
Conclusion
By integrating superior phone skills into your customer experience strategy, you can ensure a positive customer journey from the first phone call to the completion of their vehicle service. This cohesive approach, reinforced by the practical use of a talk track, leads to increased customer satisfaction, stronger customer loyalty, and, ultimately, the success of your business.
To download a FREE version of that talk track I use in my training or check out other Tire and Auto Repair Owners’ resources, including Inspection Forms, Job Descriptions, and example recruiting ads, head over to our Retail Tire & Service Resource Center.
Good Selling!
Pat
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