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The key aspect to any marketing effort is managing the customer experience. Your customers are more important today than ever before: There are fewer of them; nationwide, the market is shrinking; and fewer cars are being sold. And this trend isn't going to go away.
You can be one of the successful and busy detail businesses by remembering that customers are not just kings and queens, but that they have the power to make or break your business. Treat them poorly today and they will take away your sales and profits tomorrow. Modern customer service is more than a smile, handshake, a thank you, and a car delivered almost on time.
Now is the time to take a hard look at how you manage customer experiences. As you look at how you are doing, consider this:
"What the customer thinks is the only thing that really matters."
For years, detailing cars came first and customers came along with cars.
Now, it is about working on how the customer feels. It's the most important part of the detail business.
Do some investigative work and look at how you operate your detail business from the customer's perspective.
Play the role of customer. As you look at your business, do so from every point of contact your customers have with you, your employees, and your business. Everyone.
Make a list of every contact and then check your performance against this list. How well are you treating the kings and queens?