Every customer who drives through your dealership's service department holds the potential of becoming either a loyalist/apostle or defector, said William Middlebrooks, a nationally renowned expert in customer satisfaction.

“The loyalist/apostle is the kind of customer who sings your praises in every village and hamlet, whereas the defector broadcasts to everyone and anyone that he felt mistreated or disrespected,” said Middlebrooks, who consults with United Technologies Automotive, "AT&T, and Blue Cross/Blue Shield, among others. He is president of the Southfield, MI, based Excellence In Action, a consulting and training company specializing in exceptional customer service.

Positive customers tell about five people on average about their experience, while those having a negative experience tell at least 13 according to national studies on customer satisfaction.

“When you make a linkage between customer satisfaction and long-term profitability you'll find your loyalty factor increasing measurably,” Middlebrooks said. Keep in mind that customers come in all sizes, shapes, incomes and lifestyles.

Chevrolet's demographics are not all briefcases and silk suits. They can span the marketplace from young men with dreadlocks, baggy pants and blaring radios driving Trackers to little old ladies in Luminas with four-inch blocks on their pedals, pictures of the grandchildren dangling from the rearview mirror and clusters of sachet filling the corners.

“Why should anyone in your service organization care what a customer looks like,” Middlebrooks said. “When they purchase a vehicle, they become your customer, and you want to value them, respect them, regardless of whether they are green, purple or pink. You earn their satisfaction and loyalty by how you interact with them.”

Middlebrooks discussed five keys to increasing satisfaction and loyalty among customers, methods that helped his customers move from the bottom of the pack in customer satisfaction ratings to the top.

• Reliability. Do what you say you are going to do. Do it right the first time. Nothing frustrates customers more than anticipating when they can pick up a vehicle and, with little warning, having to wait yet another day, or when the concern they brought the vehicle in for wasn't repaired properly.
  
• Assurance. Communicate what needs to be done at an easy and courteous pace, without using a lot of complicated or condescending language or attitudes.
  
• Tangibles. Project a first-class image. Make sure your work station, customer lounge and service areas are clean and ready to greet customers. Spruce up your appearance regularly so that you look as neat as possible.
  
• Empathy. Listen to their story. To the degree that you can make customers feel you care about their problems and relate to their frustrations, they will probably understand additional time or money needed to fix the vehicle right this time.
  
• Responsiveness. Customers want to know or feel that you are responding with a sense of urgency, taking action steps to resolve their concerns. The worst words they might hear would be something like: “You can't get your vehicle in for at least three weeks until that backordered part arrives.”

Each of these steps is critical because customers expectations are rising while satisfaction levels are holding steady at a rate of 79 percent out of a possible 100, according to the American Customer Satisfaction Index conducted by the University of Michigan. Chevrolet's dealership body is almost 10 points below Cadillac, which registers the highest score.

“Exceptional customer service comes from doing common things in an uncommon fashion,” Middlebrooks said. For example, most dealerships now put plastic over the seat and paper down over the floor mat. But the customer might get a vehicle back and find grease prints on the steering wheel. The extra time spent by someone to wipe the steering wheel clean becomes a major plus factor in the eyes of the customer.

FAST FACTS:
What are young people driving?
Chevrolet tabulates its top-selling first new vehicle purchases as follows: 47 percent 2-door Cavaliers, 39 percent Metros, 27 percent 4-door Cavaliers, 26 percent Prizms, and 20 percent Trackers.

Chevrolets registered to principal drivers under age 35 include, 70 percent Cavaliers, 57 percent Camaros, 42 percent both Metros and Prizms, 36 percent 2-door Tahoes, and 35 percent 2-door Blazers.

Female drivers opt 76 percent Prizms, 70 percent Cavalier 2-doors, 62 percent Trackers and 61 percent Cavalier 4-doors.

Reprinted with permission from GM Chevrolet Professional Service Council Volume 12, Issue 1/1997