Customer service

[JR]

Hi

Forgive me as I posted this in the marketing forum but have had no replies so I thought I would try a bigger audience.

About two years ago I had an idea for an online service for independent garages. In short it is a totally automated system that sends service alerts by text and email. Reminds customers when their Tax MOT and other stuff is due for renewal in advance. It also runs competitions, surveys and general things an independent dealer would need to stay in touch with customers.

In short I had the idea when buying a new car. I had just parted with a load of cash and thought after getting to this point, the sales person has my total attention as I write the check. What I wanted was to be offered an aftercare service, as in they go the extra mile, it never happened.

Anyway I built the system to do all of the above and more automatically, as in very little input for the garage apart from getting customer details at the point of sale. Then got side tracked – which was probably just as well as customer service was not a high priority for most people at the time. I am just wondering if you 2006 is any different to 2004 in terms of customer aftercare or do I just leave it on the back burner.

The reason I ask the question is I got talking to a salesman the other day that, for a load of reasons, thought it was a great tool. Interestingly I actually spoke to the owner of the garage who just did not get it. Just one thing although it does a pretty good job at predicting the customer’s mileage this is foremost a marketing tool that keeps the garage up close and personal with their customers with the minimum amount of effort.

I would be interested to hear what you think if you have a minute.

John

[directmarketingadvice]

John

You'll find that different industries tend to have different levels of "customer awareness".

Most business owners are still stuck in the "they know when they need our services and, when that day arrives, they'll know where to find us" mindset and are unable to see that this is, in fact, untrue.

What they fail to realise is:

(a) customers probably don't know all the things that business could do for them and, for that reason, are in no position to ask for many of the services offered.

(b) While the business is sitting around waiting for that client to come back, competitors are quite rightly trying to seduce those clients away.

So, there are great benefits to making regular contact with clients and educating them about the services on offer.

Trying to open people's eyes to this truth can be frustrating work and whether it's worth it would depend on how much money is in it for you.

It may be that this is simply an industry which is made up of a lot of "marketing adverse" owners that are doing well enough (but nowhere near as well as they could) that they have no real movitation to try something new.

Hope this helps.

Steve

[JR]

John

Trying to open people's eyes to this truth can be frustrating work and whether it's worth it would depend on how much money is in it for you.

It may be that this is simply an industry which is made up of a lot of "marketing adverse" owners that are doing well enough (but nowhere near as well as they could) that they have no real movitation to try something new.

Hope this helps.

Steve

Hi Steve
Do you also do mind reading? :) You have just said what I was thinking. I think you hit the nail on the head with (but nowhere near as well as they could). Friend of mine told me a story of his son who was working for a company and kept taking new ideas to them for about a year.

Every time he did they just said no. Eventually his son and a few friends got together and started a rival company and are now taking business from them. You are also right about time taken to open their eyes verses the profit. In 2004 I did not think it was viable and from your comments I get the feeling you think nothing much has changed.

One of the reasons for asking the question was if you visit any business link web site this is just what they all advocate, which makes you wonder why so few get it.

[JR]

Just read your article on marketing - excellent advice ;)

[directmarketingadvice]

from your comments I get the feeling you think nothing much has changed.

I think that some industries are waking up to the possibilities and others aren't. However, it's slow progress.

But it's not just this area.

Most businesses still use only a fraction of the low and no-cost marketing approaches that are available.

Do they have referral systems? Do they use PR? Do they cross-promote or joint venture with other businesses? Do they use up-selling? Do they have client retention programs (a client saved is a client gained)? Do they back and recover former clients?

In most cases, the answer is "no" to all these questions.

Instead, if they want more business, they run ads to bring in new clients cold, which is typically the most expensive and least reliable way to grow a business.

But that's what they know and that's what's "normal", so that's what they do.

Now, I'm not saying there's anything wrong with running ads, just that it would make sense for them to do the easy, cheap and reliable things first before they start risking money.

And then, if they're still looking for extra clients, they can take some of their increased profits and spend that on ads.

Anyway, I'm going to get off my soapbox before I get a nosebleed. :lol:

Steve

PS Just read your article on marketing - excellent advice
thanks.

[JR]

As a customer I would also be more inclined to do business with a company that I already know and trust. Plus as I already know them (provided they had given good service) I would not mind them contacting me with an offer. After all I can always say no thank you.

I really don’t get this at all. Lets hope others might explain.

[JR]

Ladies and gentlemen could someone make a stab at explaining why this topic has had 105 views here and 80 views in the marketing section and only one reply. Have I asked a question that is taboo or am I missing something here?

For a normally opinionated collection of people it’s very quite, I am starting to feel scared now :)