Customer Care

The Bubble

I often refer to the dealership as “the bubble” - the place where a client enters seeking to have his/her transportation needs met.

The objective is to keep the client “inside the bubble” throughout their ownership experience and into repeat purchases while making a fair and equitable profit from the business relationship.

If this is not your objective, it should be.

You will notice I am not using the term “customer” and am instead replacing it with the word “client”. “Client” infers owning the relationship and making it more intimate. Go to any fast food restaurant, and you are a “customer”. What are you to your Real Estate Agent, Stockbroker, or Attorney? We (the dealership) provide the “second most” expensive item most people ever purchase. Should we not treat our relationships as more important than a visit to the drive-thru?

Keeping clients successfully “in the bubble” is accomplished by consistent performance of two tasks:

1. Meet their needs;
2. Communicate with them constantly.

I realize these are very broad statements; however, every process, procedure, or action performed in the dealership must focus on one or both tasks. Anything else provides no “value added” benefit to this goal, and should be eliminated as waste.

Does your client want a specific vehicle? Do your best to find it…but proactively maintain contact throughout the search process.

Is your client’s vehicle in for service? Proactively call them with updates as the service experience progresses. Clients are more amenable to upsells and are less prone to conflict if they know you will call them in a predictable and timely manner. They (like you) are looking to plan their day (or days) around an inconvenience. Help them, and build a positive relationship.

After the work is complete and vehicle picked up, mail a hand-completed “thank you” card. These cards are available from dealer marketing supply houses. Remember: you are building a relationship, and the goal is keeping the client “in the bubble”. They won’t know you care unless you tell them.

Two weeks later, place a phone call to the client to ensure repairs are satisfactory, and schedule the next service visit.

Remember: this is a “wholistic” process. Every employee who is a “touch point” with the client must be actively involved for the common goal of repeat business. There is no “passing the buck”, saying “that’s not my job”, or “go see the Manager” to your client.

What can you improve today…right now…to keep your clients in the bubble?

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