Finding out the secrets to customer service success

After recently winning The Motor Ombudsman National garage Star Award 2024, we thought it was worth catching up with AJ Fleetcare to get the inside line on how they won, their tips and customer service secrets that helped them bag this prestigious award.

Take it away Jeanette!

Congratulations on winning the National Garage Star Award! How does it feel to be recognised for your exceptional customer service?

When we got the news we couldn’t believe it! We were ecstatic it is our biggest career highlight we have had to this date. Winning the National Garage Star Award is an incredible honour, and it truly feels fantastic to be recognised for the hard work and dedication that goes into providing exceptional customer service. It’s a reflection of the efforts of the entire team, and it serves as validation of our commitment to always putting the customer first.

Can you share the story behind the nomination and what motivated you to go the extra mile for that particular customer?

A customer phoned the garage; he had broken down not far from our place. He had never been to our garage before though. We asked if the car was driveable as he wasn’t far away. He then brought the vehicle in and left the car with us while we repaired it.

The customer was dealing with mental challenges and arrived in a panic and stressed because his family member needed medication immediately. We ordered and paid for a taxi so he could get to where he needed to be. Whilst the taxi was on the way, we had a chat with him and told him not to worry about his vehicle, and that we’d get him on the road as soon as possible.

We diagnosed and repaired the vehicle on the same day, ready for him to collect the same day too. We also left a couple of small token gestures in his vehicle. The customer was amazed by how we dealt with his situation and didn’t expect his car to be repaired so quickly.

As a family-run business, how do you ensure that your team consistently delivers high-quality customer service?

Our team ensures we deliver high quality customer service by making every customer feel like they are part of the family and want to return. We keep on top of any training, from Customer Service to more advanced technical training. Regular training, feedback, and creating a positive team culture are key. Recognising and rewarding exceptional performance also motivates employees to maintain high standards of customer care.

What challenges have you faced while maintaining such a high standard of customer care, and how have you overcome them?

Customers come from different backgrounds, with varying expectations and communication styles. Meeting everyone’s needs while maintaining consistency can be difficult. We focus on active listening, ensuring clear and empathetic communication. Training staff to understand the importance of personalized yet professional service helps us meet diverse expectations.

How important is teamwork at AJ Fleetcare, and what role did it play in achieving this prestigious award?

Teamwork is absolutely crucial at AJ Fleetcare, as it is integral to providing the high level of service that helped the company achieve its prestigious award. The success of any customer care initiative is not just about individual effort, but about how well the team collaborates to meet goals and solve problems efficiently.

Key aspects of teamwork that contributed to the achievement include:

1. Collaborative Problem-Solving: Team members at AJ Fleetcare work together to quickly address issues that arise, from customer concerns to technical problems with fleet management. Whether it’s coordinating between the customer service team, the maintenance staff, or logistics, collaboration ensures that solutions are delivered promptly and effectively, improving customer satisfaction.
2. Effective Communication: Open communication channels are vital to ensuring that everyone is on the same page. Team members consistently share information about customer needs, feedback, and any challenges they face, allowing the team to respond in a coordinated and efficient manner. This communication helps ensure a seamless experience for the customer, which is key to earning an award for customer care.
3. Shared Commitment to Excellence: At AJ Fleetcare, the commitment to maintaining high standards of customer care is shared by every team member. From management to front-line employees, everyone is aligned in the goal of delivering top-tier service. This collective effort creates a culture of excellence that is vital for achieving recognition like the prestigious award.
4. Cross-Functional Support: The teamwork at AJ Fleetcare extends beyond just customer service, involving departments like operations, maintenance, and IT. These different teams work in unison to provide an integrated approach to fleet management and customer care, ensuring that everything runs smoothly and efficiently.
5. Motivation and Morale: Teamwork also plays a crucial role in maintaining morale and motivation. With a supportive and collaborative environment, employees feel valued and are more likely to go the extra mile in delivering excellent service. Positive teamwork not only leads to higher employee satisfaction but also enhances customer interactions, contributing to the overall success of the company.

In summary, teamwork at AJ Fleetcare is a cornerstone of its success in customer care. Through effective collaboration, communication, and a shared commitment to excellence, the company was able to achieve the high standard required to earn such a prestigious award. The efforts of each individual, combined with the strength of the team, create an environment where superior customer service is consistently delivered.

In your opinion, what sets AJ Fleetcare apart from other garages and competitors in the industry?

In my opinion, AJ Fleetcare stands out from other garages and competitors in the industry due to several key factors that define its approach to both customer care and fleet management:

1. Customer-Centric Approach: AJ Fleetcare places a strong emphasis on understanding and meeting the specific needs of each customer. Unlike some competitors who may focus solely on vehicle maintenance or repair, AJ Fleetcare takes a holistic view of fleet management, ensuring that customers’ operational requirements, timelines, and service expectations are met consistently. Their proactive communication and personalized service set them apart in a crowded market.
2. Comprehensive Fleet Solutions: AJ Fleetcare offers a full range of services, from vehicle servicing and maintenance to breakdown recovery and fleet management. This comprehensive approach allows customers to access all necessary services under one roof, saving time and reducing the need to coordinate between multiple service providers. Their ability to manage complex fleet needs gives them a competitive edge.
3. Expertise and Specialized Knowledge: The team at AJ Fleetcare is highly skilled and knowledgeable, with deep expertise in managing and maintaining a wide variety of vehicles, from light commercial vans to large fleets. Their technicians stay up-to-date with the latest technology and best practices, ensuring that clients receive the highest standard of care for their vehicles. This expertise allows AJ Fleetcare to handle both routine maintenance and more complex repairs with precision.
4. Commitment to Reliability and Downtime Minimization: One of the biggest challenges in fleet management is minimizing downtime, and AJ Fleetcare excels in this area. They understand the importance of fleet uptime for their customers and work tirelessly to ensure that vehicles are serviced quickly and efficiently. Their focus on providing timely repairs and offering flexible scheduling options helps clients avoid disruptions to their operations, a major selling point in an industry where reliability is paramount.
5. Exceptional Customer Service and Support: AJ Fleetcare is known for its exceptional customer service, with a team that goes above and beyond to assist clients. Whether it’s through rapid response times, personalized communication, or offering advice on fleet management best practices, they are always accessible and ready to help. Their dedication to customer care is one of the key factors that set them apart from other garages in the industry.
6. Transparency and Integrity: AJ Fleetcare’s commitment to transparency in pricing, service recommendations, and the status of repairs builds trust with their customers. They ensure that clients are fully informed throughout the service process, with no hidden costs or unnecessary upselling. This honesty and integrity in business practices are crucial for fostering long-term client relationships and setting AJ Fleetcare apart in a competitive industry.
7. Technological Integration: AJ Fleetcare leverages the latest technology to streamline operations, monitor vehicle performance, and improve service delivery. This use of cutting-edge tools and software ensures that customers’ fleets are managed more efficiently, and maintenance schedules are optimized to prevent unexpected breakdowns. This technological edge helps AJ Fleetcare offer an even higher level of service than many competitors.
8. Environmental Considerations: AJ Fleetcare demonstrates a strong commitment to sustainability by integrating environmentally responsible practices into their operations. Whether it’s ensuring proper waste disposal, promoting eco-friendly vehicle solutions, or using energy-efficient equipment, their efforts to reduce their carbon footprint resonate with customers who value sustainability.

AJ Fleetcare’s blend of customer-centric service, technical expertise, comprehensive solutions, and commitment to reliability sets it apart from other garages and competitors. Their focus on proactive maintenance, personalised care, and innovative use of technology ensures they remain a trusted and preferred partner for customers, earning them a reputation for excellence in the industry.

What advice would you give to other businesses aiming to improve their customer service and build a loyal customer base?

To improve customer service and build a loyal customer base, businesses can adopt several key strategies that focus on delivering value, creating meaningful relationships, and consistently exceeding expectations. Focus on Building Strong Relationships, provide consistent and high-quality Service, empower and train your employees, communicate clearly and transparently, respond quickly and efficiently, exceed expectations and build customer loyalty.

Building a loyal customer base is not just about providing a service—it’s about creating a relationship built on trust, understanding, and mutual benefit. By consistently delivering high-quality service, staying responsive, and showing customers that their satisfaction is a priority, businesses can cultivate long-term loyalty and grow their reputation over time. The key is to Listen!.

How do you stay motivated and inspired to continue providing top-notch service to your customers?

Staying motivated and inspired to provide top-notch service is a combination of passion, focus, and a clear understanding of the impact our work has on customers.

Here are a few ways I stay motivated: Seeing the Positive Impact on Customers, customer satisfaction. Continuous Improvement, learning and growing the business, Customer feedback and team recognition. Setting personal goals and team goals, passion for the work and importantly celebrating success.

What plans or goals do you have for the future of AJ Fleetcare, following this significant recognition?.

Following the significant recognition of winning the National Garage Star Award, the future of AJ Fleetcare is focused on building upon this achievement to further elevate our services and expand our reach.

We have several plans and goals that will guide our continued growth and success: Enhancing Customer Experience, Investment in Technology and Innovation, Expanding Service Offerings, Fostering Continuous Improvement and Training, Expanding Our Reach,Maintaining Excellence in Customer Service and Community Involvement and Brand Awareness.

Lastly, how does it feel to be acknowledged at a ceremony in the Houses of Parliament, and what does this award mean for your business and team?

Being acknowledged at a cermony in the Houses of Parliament is an incredibly humbling and proud experience. It’s a recognition of not just individual effort but the collective work of the entire team. This award means a lot for the business and team here at AJ Fleetcare, its a powerful validation of our values, dedication and hard work.

Its also a reminder of the importance of the work we do and the impact it has on the broader community. It boosts morale, stregthens out reputation and enhances our credibility.  It also opens doors to new opportunities, collaborations and recognition within the industry while reinforcing the trust our customers have in us.

This is a shared achievement that motivates the whole team to continue to strive for excellence.

A big thanks to Jeanette from AJ Fleetcare for taking the time to answer all those questions so thoroughly and constructively. Keep up the great work!