Garages urged to examine customer service practice

Workshops are neglecting where customer service begins, Garage Services Online say

Garages urged to examine customer service practice

Thousands of independent garages throughout the UK are unknowingly falling short on customer service, Garage Services Online has warned.

Despite having professional and helpful mechanics, waiting areas with refreshments and free WiFi, many garages are neglecting the point at which customer service actually begins.

George Phillips, head of customer service and operations at Garage Services Online, says many garages still assume the customer’s experience – and first impression – starts either with a phone call or at the workshop in person. It’s an oversight that can cost them dearly.

He said: “We speak with garage owners everyday who pride themselves on first class face-to-face customer service, but fail to recognise the very first point of contact is actually online.

“If your website is the equivalent of a member of staff with little knowledge, who goes blank when asked a question and is technically inept, then the first experience of your customer service isn’t going to be good.

“Are they going trust you with their vehicle?

“They already feel let down and will probably never get far enough to experience the reality of the garage’s true customer service.

“From the moment your business’ name appears in a Google search, the meter is running and opinions are being formed – in seconds.”

It’s estimated 75 per cent of people make an assumption about how good a business is, based on its website and what they read online.

They can do so within 2.6 seconds; arguably much quicker than in the flesh.

Philips concluded: “The reality is, it doesn’t really matter whether a garage owner feels they need a good, responsive website or not.

“It’s what the customer wants that’s critical. And that’s the root of where excellent customer service begins.”

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