Fixed Ops Magazine - 2021 Vol18 03 - 47

profit. Think of Disneyland - customers will happily
fork over $209 plus a corndog and souvenir cash because
Mickey, Goofy and the Churro vendor all make
them feel good.
When customers feel good, they tell their friends.
According to a 2014 study conducted by the Word
of Mouth Marketing Association (WOMMA), word of
mouth referrals drive " $6 trillion in annual consumer
spending. " So, when you invest in an
individual service experience, you
are investing in a whole network of
people.
WHAT MAKES A GOOD
CUSTOMER SERVICE
EXPERIENCE?
When customers come to a dealership
for repairs, they are anxious.
MAY JUNE 2021
|| FIXED OPS MAGAZINE
Their vehicles are part of their everyday life and livelihood.
When the vehicles are not working, it can have
a profound impact on their quality of life. The service
advisor's job is to reduce each customer's level of
stress while also meeting his or her specific needs.
The service advisor's
job is to reduce each
customer's level of
stress while also
meeting his or her
specific needs
In today's market, you are dealing with four different
generations. It is not always simple to know how to
put them at ease. According to J.D. Power, 40% of
the market is millennials, 25% of the
market is GenX, and the remaining
35% is Boomers and the Silent generation.
That means that you need
to tailor your service presentations
both to people who are technologically
savvy, as well as to those who
are old enough to remember what
it was like to have human-to-human
interaction.
47

Fixed Ops Magazine - 2021 Vol18 03

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