Customer loyalty in the workshop: our 5 golden rules

We know as well as you do: building customer loyalty in the workshop is not a simple matter. In fact, it takes an average of five visits to the workshop to be considered a loyal customer!

So, to help you achieve this number, we suggest 5 golden rules to help you retain customers in your workshop:

Set up a reception and waiting room

Be it for regular customers or new ones, it is of utmost importance to make an effort to set up a pleasant reception and waiting area. This is a crucial element, as it will determine the customer’s first impression after they walk through the door. Moreover, it is an indication of several qualities of your workshop:

• Attention and respect for the customer
• Attention to detail and thoroughness
• Commitment to a safe location

Whether you have a small or large budget, you will always be able to design a comfortable environment!

Providing clear and complete quotations

Fostering customer loyalty in your workshop also means ensuring that the documents you present are as transparent as possible. Therefore, in your estimates, preferably include the:

• Time needed to complete the job
• Labour rate
• Operations to be performed
• Part number

All these elements will make it easier to communicate and will certainly improve customer satisfaction and experience! They will also show your competence and save time by anticipating potential questions.

Effectively communicate with the customer

Of course, a good reception is not enough to assume that the customer is properly informed. Providing the necessary information before and after the service is also important: this will help the customer to have more visibility on the progress of operations. However, to keep them coming back, don’t forget to send them news from your workshop: promotions, tyre fairs, new products, etc.

Therefore allow each person to :

• Benefit from a personalised experience
• Review documents (quotes, invoices, etc.)
• Know what future maintenance work is required

Although it can be time-consuming, there are ways to automate this process!

Focus on politeness and friendliness

To promote a positive customer experience in the workshop, take the time to explain and clarify the operations you have carried out. The customer will then be able to acknowledge your know-how and expertise and will appreciate the work done on their vehicle even more.

Develop a ‘Customer Satisfaction Questionnaire

Giving customers the opportunity to comment on their experience is an easy way to obtain direct feedback. To maximise responses, develop a paper and online satisfaction questionnaire.
From the customer’s point of view, this shows you:

• Listen to feedback (both positive and negative)
• Are open to suggestions and proposals
• Are interested in their satisfaction