MARCH 2024 AFTERMARKET 15 www.aftermarketonline.net d Protecting As an independent trade body, VLS is here to protect you by verifying that lubricant products really can deliver what they claim. That means you can have confidence that the engine oils you use in your customers’ vehicles are fit for purpose. If you have any concerns about a lubricant product, report them to us on 01442 875922 or d i @ kl l k www.ukla-vls.org.uk workshop you and your admin@ukla-v vls orguk be focused on their vehicle maintenance, but their parents will be. Then there are those that have heavy work commitments and use their vehicle for commuting or even work travel. Good maintenance on their vehicles would be a must to ensure their vehicles run efficiently and without breakdowns. Offer appointments that minimise disruption to their schedules and provide courtesy cars when necessary. Those customers that have a bit of knowledge about their vehicles and our industry, require more information. They need an explanation; a breakdown of what work is being done on a more technical level. Then you have the customer who is driven by price. They want the cheapest, the quickest and the least work done. Ask yourself if this is the customer that you wish to serve. Communication How you communicate to your customers is vital. Do not use technical jargon that they do not understand. Some will ask for an explanation, others would be overwhelmed. Explain in simple terms what the work is that is being done, take the time to make sure that your customers feel important. Generally, customers will fall into two types, tasks driven, or people driven. Those that are task driven will need more information and detailed explanations. You can identify these types as they will ask more questions when making a booking or studying their invoice. Those that are people driven, just want a price for the job and would prefer to be making idle chit chat when collecting their vehicle. Adjust your communication to that of the customers. With so many marketing tools at our disposal and with the digital world at our fingertips, knowing your audience provides you with the best method of reaching your ideal customer. Sending reminders for MOTs, services and other routine work helps to build those relationships. Keep records of customer preferences such as how they prefer to be contacted, and if they wish to receive marketing information from you. Taking this approach and connecting with your customers will help to build trust and long-term relationships. If you wish to exceed customer expectations, then you need to go above and beyond by getting personal, knowing the individual needs and preferences of your customers and interacting with them in a manner that is best for them. CCM has been running for more than 30 years. The business employs 23 mechanics and MOT testers, plus a customer support team. CCM operates from three depots serving a large catchment area covering Surrey and Sussex
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