Earning Customer Loyalty Through Great Customer Service

In today’s durable goods market there are two main factors other than the product itself that will ultimately influence the consumer’s purchase decision, regardless of the type of product. These two factors are quality of service and customer satisfaction. Turning the consumer from a potential customer to a loyal customer is a complex process. The business through its’ representatives must demonstrate that it will satisfy the consumer’s need for high quality product and service as well as accurate and reliable information.

Quality customer service begins the moment the consumer sets foot in the business. It starts with a genuine welcoming smile and a firm handshake. The confidence and enthusiasm of the business representative resonates with the customer, making them feel comfortable that they are dealing with a knowledgeable and expert individual. Friendliness and interest in the customer’s personal needs and opinions eases tension and begins to establish a trust relationship between customer and business representative. Straight-forward product presentation devoid of misrepresentations, misleading statements or false promises is key to building trust between potential customer and business representative. With access to a wealth of information from a wide variety of sources including the internet, the consumer is better informed than ever before. The business must recognize where it can add value and fill in the information gaps as the consumer seeks to educate themselves and become comfortable doing business with them. Treating the consumer with the utmost respect and dignity is an absolute today.

Customer satisfaction is not only a function of the ultimate purchase outcome, but of the entire process of research, purchase and service after the sale. Satisfaction begins with the consumer’s initial introduction to the business and continues through the process of learning about the product and meeting people who will service their needs throughout product ownership and finally with negotiating the final deal. Satisfaction with the entire process from product features to knowledgeable staff effects the consumer’s buy decision. Customer satisfaction leads to customer loyalty which is fostered by quality product, open and honest communication and a high level of expert and excellent service. High customer satisfaction leads to customer loyalty which often results in repeat business, the ultimate goal of every business.

Competition is fierce and the consumer has a wide range of choices. What differentiates one company from another is a serious and professional approach to building excellent customer relationships through quality customer service ensuring high levels of customer satisfaction.

Customer Service – by Mark Odat, COO, HUB Hyundai / Mitsubishi

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Comment by Ernie Kasprowicz on March 6, 2012 at 4:58pm: Hi Mark, I agree. Provide a WOW experience encompassing and mastering the sale as you have described and YES, you will not only sell more vehicles, but build a loyal following who will bring additional opportunity. Purchasing a new vehicle should be a "I want to talk about (in a positive way) experience.

Comment by Marsh Buice on March 6, 2012 at 1:01pm: Mark, I meant to read this Saturday night and forgot so forgive me for being late to the party. BRAVO! I like what you said, "The business must recognize where it can add value and fill in the information gaps as the consumer seeks to educate themselves and become comfortable doing business with them." What a great, true statement. Sales professionals are the caulk, the sealant between a product and the customer. We great the magic or madness based on how we treat each customer. I always say, never mirror bad behavior. Many customers act rude or crass-partly bc they are fearful of making a bad decision. We should realize their fears and slay them with professionalism and kindness. Great share sir.

Comment by Chip King on March 3, 2012 at 3:41pm: Its our pleasure to get the insight of real true and successful operators--we sometimes bore each other ! Lol

Comment by Mark Odat on March 3, 2012 at 3:33pm: I really want to thank all of you for your generous comments, by all means if there is anything I can do to help anyone I would be delighted.

Comment by Chip King on March 3, 2012 at 5:55am: Mark, your success is perfect support of your customer centric philosophy. Nice post.

Comment by Thomas A. Kelly on March 3, 2012 at 2:30am: "Treating the consumer with the utmost respect and dignity is an absolute today."

Great post Mark...Thank you for sharing.

Comment by Mike theCarGuy Correra on March 2, 2012 at 10:19pm: Great post, nicely written and to the point! I whole heartedly agree :)

Comment by Jim Radogna on March 2, 2012 at 9:25pm: Great post Mark. Thanks for sharing!

Comment by Jae Chang on March 2, 2012 at 9:17pm: Looks like you have built a Brand and exercise a Culture that earns loyalty. Loyalty can not be bought.

Great Job!

Comment by MANNY LUNA on February 29, 2012 at 2:33pm: Here is one of your customers for life Mark!