I have been known to reward outstanding service, just because I so rarely get it.
There was a situation I faced a few years ago, which left me highly embarrassed After several business trips, two car accidents, and a host of other unpredictable events-my credit card had maxed out. Has that ever happened to you? Well, here I was trying to rent a car at Discount Car rental and the deposit wouldn't go through. My car was being repaired after a car accident, and of course to do business and get around, I needed a car to drive. When the customer service representative at Discount Car Rental looked at me, I just 'knew' that there was something wrong. He couldn't complete the transaction. There I stood, carless, motionless, embarrassed, and for one of the few times in my life speechless. I knew that no matter what I said, I simply wouldn't be able to get the car. I panicked, and of course I couldn't go anywhere, I had been dropped off at the car rental place.
What was I going to do, walk around a suburb, hoping I could find a branch of the bank I dealt with? My mind spun from one option to another, trying to find a dignified way of maneuvering my way out of the situation. I was very grateful for the attendant at Discount Car Rental, he allowed me to maintain my dignity. I very clearly remember that, he said something like: "I seem to be having a little bit of trouble getting authorization for this transaction. Is there anything I can do to help you? Would you like me to call Westowne Mazda?"
What a brilliant idea! I am not sure where he got it from, but boy was I relieved. I had a possible way out. We called Ramesh the service manager of Westowne Mazda, and that was it… the problem was solved. I was able to rent the car, no questions asked. Ramesh had taken care of it. I was completely stunned. I really wasn't sure how and why, but it was done, and I felt a tremendous sense of relief.
What really made this service story outstanding is that while I had my lease with Mazda, my car was currently not being serviced by Mazda, it was being repaired by an independent repair shop, after a major car accident. So, for Mazda to 'take care' of the situation was far beyond either my expectations or their responsibility to serve me. It was truly an outstanding example of going the extra mile-a remarkable event.
Immediately after I rented the car, I went to the liquor store and bought the service manager a big bottle of champagne, and a thank you card, topped with a big huge red bow.
I have thought about this situation, and many other of my experiences at Westowne Mazda over the years. What makes them so good? Well, there are a host of things that make dealing with Westwowne Mazda memorable. Would you believe that I went as far as calling the Training Manager of Mazda corporate to talk to her, but the service there wasn't as great. I never did receive a return call.
But here are some of the things I have observed dealing with Westowne over the past twelve years.
1. Friendliness
I have been dealing with Nikki for well over 10 years, and he has a personality which is bigger that his heart. He's always smiling; he always acknowledges me and my children. He always asks about my husband, and like a good business man, he always asks how my business is going. He's an extremely likable guy. He's never too preoccupied with business to actually be friendly. Do you know what else? On a gut level I trust him, and trust is important to me.
2. Recognition, Acknowledgement & Visibility
Every single time I walk into the dealership, I am always greeted with amazing warmth by either Nikki or his dad. They make me feel important, and on a rough day sometimes that's all I need to turn the day around. I remember once, being at a nearby mall, Cloverdale Mall, and I noticed Domenic himself running some errands. He recognized me & immediately extended a very warm sincere greeting to both my children and me. When I told him my vehicle was being serviced at the dealership, and I was waiting for the Mazda shuttle to pick me up, Domenic offered to drive me back. I accepted the offer and it was very interesting watching his passion as he called the dealership from his cell trying to determine exactly where the shuttle was, and why it wasn't on time.
3. A Drive to and From Home
I have never had to leave my car at the dealership and wonder how I am going to get home when I drop my car off. It goes without saying that the people at Westowne Mazda will drive me. No big deal? Think about this, their dealership is in Etobicoke and I live in Mississauga. We are in two different suburbs. We used to live a stones throw from the dealership, and then we moved, but their commitment to driving us remained in tact. Impressive! I remember an occasion when my car wasn't finished in time for me to pick my children up from school, and guess what? Frank from Westowne Mazda offered to pick me up, so we (he and I) could pick the children up from school. I remember the day vividly. I kept on thinking what an amazing television commercial this would make. The Westowne Mazda shuttle parked in from of my children's school, while I scurried out to gather my children. Are you impressed yet?
4. Timeliness & Communication
Whenever I have the car in for either a service visit, I am always impressed with how eager Westowne Mazda is to keep in touch. They have always kept me in the loop by contacting me on my cell phone, or at the office about repairs, costs, and timing. There was a specific occasion very recently where I received a call telling me that the repairs had multiplied, and my vehicle was needed for another day. The girl at the service desk was not apologetic, but she was assertively inquisitive. She asked me whether it was OK for the repairs to extend into another day. When I explained that I had a doctor's visit with a specialist the following morning, she said she would check into a few things and call me back. The car was ready in time for my doctor's visit. Thank you Mazda.
5. Timbits, Candies, Coffee & the Daily Newspaper
I must admit when I go to the dealership, I am often with my children. Do you know what? They love Nikki and his dad. They love the Timbits and candies. And me? Well I love the daily newspaper-but I must admit the coffee could be better.
I often receive anniversary cards, magazines, and other promotional pieces from Mazda. About once a year I get a very detailed and extensive questionnaire about their service. I haven't completed one yet, but then again, I have written this article.
Well, I now have a confession to make: Our family has now either owned or leased FOUR Mazda vehicles. And no doubt, when this lease expires, I will be going back to Mazda a fifth time.
Do you think it has something to do with the service?
I rest my case.
There is enormous value in investing in customer service systems and customer service training. Don't you agree? How about having someone in your dealership do the math? What would be the lifetime value of a customer? What would happen if the service at Mazda was lukewarm? Do you think that Mazda would have my loyalty? A car is just a car, there is probably a better vehicle than an MPV-but in reality, that's not what I am buying. Think about it. How can you transform your 'good' service and make it "passionately superb"?
