Five innovations in independent garages and how they benefit you
You might have noticed how independent garages have changed over the years. Gone are the days when your local garage was an oily institution with overalls strewn all over the place and trashy pictures on the walls. Independent garages of the 21st century are efficient businesses constantly striving to give their customers the very best experience and value.
Milton Keynes’ Quality Car Service is a Trust My Garage member that has been operating as a family-run business for five years. The advances that Quality Car Service has made in that time are truly impressive, with a real strategic approach to the day-to-day running of the garage, ensuring they’re capable of dealing with any job, no matter how difficult it may be, and leaving their customers satisfied.
Owner Chris Gurney runs through the top five things that Quality Car Service, and many other independent garages, are doing and how they benefit you, the consumer.
1. Web design
This enables us to be very reactive with online web offers etc. We also run our own online advertising campaign via Google AdWords and we measure the results, meaning we can be instantly reactive to online pricing and offers as we can tweak them and see immediate results. We record how each customer found out about us, whether it’s from a recommendation, repeat business, Google or Facebook and we can also see the return on investment for each of these areas of marketing. Our web designer also keeps Facebook and Twitter up to date, and we send out emails requesting feedback on the service they have received. We really do listen and take on board the feedback we receive, using it to improve our own services and quality of work. We employed our own full time web designer 14 months ago, however this role has evolved into an Online Marketer, a must for every independent garage.
2. Staff harmony
We have a morning meeting with all our staff where we address issues, share information on technical jobs from the day before, keep everyone updated on industry news and measure each person’s performance. We talk to our staff on a daily basis and ensure they are happy at work and take interest in their lives away from work. Each year we set the technicians standards and they have to attend a minimum of three training courses a year and all free training seminars that are available. If our staff are happy then that is definitely passed onto the customers – if you come in for a servicing and everyone looks fed up and miserable then the likelihood is you’re not going to come back!
3. Staff training and incentives
Industry qualifications take priority and every technician has a minimum of NVQ2. We also give them the option of achieving NVQ3 which is paid for by the company and we align the pay accordingly to help drive them to achieve the qualification. We also let our staff choose which training courses interest them, whether it be electrical, diesel or manufacturer training. If you bring your car in then of course you want our mechanics to be as knowledgeable and qualified as possible. We understand that these days people simply don’t have time to know their cars inside out, that’s our job.
4. The focus on customer service
There’s a lot to be said for a family run business and we are very hands on. We treat our customers how we would want to be treated in a garage and this attitude is infectious. Our staff have a real desire to look after our customers and they take complete ownership of this from the moment a customer enters the garage, throughout the day with regular contact and at the end of the day when it’s time to run through the work carried out and hand the vehicle back to the customer. Our full-time valetor takes real pride in his job – he knows how many service washes he has in a day and when he can he will upgrade the service wash to include a body wax. It’s a nice touch to show customers we really care. We review the percentage of repeat customers we see on a monthly basis and we strive constantly to grow this. If the figure goes backwards then we find out exactly why and react.
5. Constantly updating hardware and diagnostics
We’ve all heard the story of the garage owner that had to close down due to not investing in equipment and it’s very true that you must invest constantly into the latest tooling and diagnostic equipment. If you cannot diagnose a car because you do not have the correct on-board diagnostics reader then you lose the customer. If you’re not prepared to invest in a tyre pressure monitoring system then don’t bother selling and fitting tyres. Ultimately if you cannot diagnose a fault you will lose the customer. Our staff and customers recognise the investment we make and this keeps them loyal to us.
It’s not only the workshop that needs investment and we are currently looking at working with a company to develop a fully automated electronic point of sale system (EPOS) that is being developed for the garage industry. The EPOS is the digital system used in retail establishments. This is cutting edge and it’s what we, and other garage owners, have been looking for for a number of years. Watch this space, it’s going to transform the front end service and customers’ perception of the industry.
Posted on December 13, 2013, in Business, Customer Experience, Customer Service, Guest Posts, Trust My Garage and tagged Customer service, Garage innovations, independent garage, Milton Keynes, QCS, quality car service, trust my garage. Bookmark the permalink. Leave a comment.