Last month I was in an auto accident. My car and I both had some damage, but are now mostly back in working order. As of result of the fender bender, I was exposed to various levels of customer service, which I deem "The Good, the Bad, and the Ugly". My own experience as a customer provided some lessons that we are always striving to apply in our firm, and we thought they might also be useful to our customers and friends.
(If you would like to share feedback on our firm, please send an e-mail to geni@bdcocpa.com )
The Good: Emergency Room care
In spite of having to wait nearly two hours to be seen, the customer service in the Emergency Room (that my friends insisted I visit) was excellent. The staff could not have been kinder or more considerate of me. I returned their evaluation form promptly and with high scores for customer service.
Lesson: Kindness and consideration go a long way in creating a positive experience. How might you build more of each into your daily operations?
The Bad: Insurance Agent responsiveness
Since the accident happened on a Saturday, I left a message on my insurance agent's machine and then called the 800 number for my insurance company to open the claim. My agent never called to inquire if my claim was being handled adequately or if I was, in fact, okay.
Lesson: Responsiveness is the first step in providing good customer service. Start out by listening – even when you’re busy. Set goals for returning messages and stick with them.
The Ugly: Auto repairs – Department of First Impressions
Because my car had undetermined front end damage, I did not want to take a chance driving it, so I had it towed to a body shop to await attention on Monday morning. Around 8:30 am Monday, I called the shop to which my car had been towed in order to let them know whose car was in their lot. The gentleman who answered the phone (their shop supervisor) said "our receptionist is not here yet" and asked me to call back in half an hour.
Lesson: That initial phone call is so important in setting the tone for your customer’s experience. Make sure everyone knows how to make every caller feel both welcome and important.
The Ugly: Auto repairs – Status Update
Around ten days after the accident, I received a check from my insurance company in the mail to cover the damage to my car. Since I had not heard from the body shop, I called to check in with them regarding the status of the repairs. The receptionist was in this time, but her attitude was snippy and she was obviously trying to end the conversation as quickly as possible. I managed to keep her on the line long enough to mention wanting to have a minor scrape on the back bumper fixed while the car was in the shop. She told me that she would get me a separate estimate for that work.
Lesson: Let your customers know where their order or services stand, don’t wait for them to call. But should they call, listen. If the person answering the phone has other more important duties than talking to customers, get someone else on the phone.
The Ugly: Auto repairs – Follow Through
Later that week, I arrived home to find a voice mail message telling me that some additional repairs had been approved by my insurance company and that my car would be ready at the beginning of the following week.
When I called the next morning to remind the receptionist about the estimate for the additional work, she was once again abrupt, but finally did get back to me later that day with a dollar figure which I immediately approved.
Lesson: Do what you say you will do. Sounds so simple, but it is not always easy, especially during your busiest times.
Uglier: Broken Promises, Unreasonable Requests
It is now Wednesday of the third week after the accident. I have not heard from the company although my car was supposed to be done by now. I take a deep breath, and, feeling like "Rocky" staggering out for round ten, I call the body shop.
I am informed that my car will be painted that day and assembled on Thursday. I will have my car back before the weekend.
I arrive home Thursday night, and there is a voice mail message. Only, the message is not that my car is ready to be picked up the next day. Instead, there is an apology about how long it is taking to get my car ready, and a request for me to pay for the repairs now.
Lesson: Do what you say you will do on time or notify your expectant customer of any changes that might impact delivery dates or budget. And as for paying before the work is done, that goes without saying.
Even Uglier: More Broken Promises
Friday morning, I return the call about payment and the status of my car. No, the car will not be ready today as promised. It will be painted the following Tuesday and assembled on Wednesday. No explanation is offered for the delay. The payment question arises once again and I offer to drop off a check for 50% of the balance over the weekend if they have a drop slot. No, they do not have a drop slot, but am told I can leave the check in the (unsecured) mailbox outside of the building.
Lesson: (Repeat)Do what you say you will do. Make it easy for people to pay you.
Still Uglier: Delays and Confusion
I call on Tuesday morning of week four to check on the status of my car. I am told that my car is being painted today and will be assembled on Wednesday. I inform the receptionist that, if for any reason, my car will not ready by Friday I will need one of their "courtesy cars" as the rental car coverage under my insurance is just about gone. I am assured that my car WILL be done this week.
Late Thursday afternoon, I call the body shop to confirm that either my car will be ready or a "courtesy car" will be available. Another woman answers the phone and tells me that my car should be finished the next day, but she does not know when. They will call me when it is done.
Also, no courtesy cars are available.
Lesson: Have a centralized location to record every customer interaction. Record any promises and expectations so the next person on the call or in a conversation knows the history for that customer. Invest in a CRM (customer relationship management) solution and require people to use it.
Ugliest: Live visit required
Thursday evening, I come to the decision that enough is enough. Feeling like a cross between Arnold Schwarzenegger and Clint Eastwood ("The Terrynator" or "Dirty Terry"), I arrive at the body shop just before 8 a.m. the following morning to see what was really going on with my car.
Shortly after I arrive, a woman who turned out to be the shop's manager arrives and we have a little chat. I explained to her my frustration with the promises not met, the shortness on the phone, and the failure to keep me updated of changes. I can honestly say that she was abashed.
I left with her word that my car would be ready for pickup at 3 pm that afternoon. She also offers to pick up any rental car charges in excess of my insurance coverage.
Lesson: Know what your employees are doing and saying when it comes to customers. Empower everyone on your team to do the right thing.
Conclusion: Great work isn’t enough.
The body shop did an excellent job of putting my car back together. The reputation for the quality of their work was valid. But their reputation was severely damaged by the bad attitude and poor skills of a single employee. Who is in charge of your department of first impressions?
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