The Kenny Rogers School of Customer Service

The Kenny Rogers School of Customer Service

By

 Eric Twiggs

Meet Jason, a Northern California shop owner with a thriving business.  After a slow start, he had improved his weekly sales from $7k to $18k, and was building a large following of new customers.  Jason was well on his way to becoming an ATI top shop and getting his plaque at the Super Conference.

One Tuesday morning, a young lady comes in with a 2010 Chevy Lumina that needed  tires, brake pads, and calipers.  Jason assured her that the job would be completed by five o'clock, and that she would receive a phone call, updating her on the vehicle status. 

 Jason's service manager forgot to make the phone call and the customer was taxied to the shop by her coworker expecting her car to be ready.    The job wasn't done and she was irate! 

Jason paid for a rental car and gave her an additional 10% off of the bill.   She came back the following evening and picked the car up.  “I am still not satisfied!  I want an additional $250 off!"  She said.  Jason responded: “The 10% off and rental car is the best I can do for you."

”OK Jason, I'm going to tell all of my friends to give you a bad yelp review and to never do business at your shop!" Jason replied:  “I’m sorry you feel that way, but that's my final offer!"

The customer did as promised and her network of friends gave the shop sixteen negative yelp reviews.  Within six months, Jason went out of business.    I believe that Jason failed because he was not a graduate of what I call “The Kenny Rogers School of Customer Service." 

In 1978, Kenny Rogers recorded the hit song “The Gambler".   The following well known chorus line applies to you: “You’ve got to know when to hold em, know when to fold em, know when to walk away, and know when to run."   In other words, you have to pick your battles! 

 In the old days we used to say that a happy customer would tell three people about the experience, but an unhappy customer would tell eleven.  In today's climate, an unhappy customer can tell eleven thousand people about you with one click of the mouse! 

The best way to pick your battles is to deliver your service in such a way that you don't start one!  When you do make a mistake, be open to negotiating a resolution, with a focus on the bigger picture.   Is winning the battle worth losing the war? 

When you factor in the time you will spend going back and forth, potential legal fees, and the lost future business from that customer and her network, the costs may add up to more than what she is asking you for.   Jason's failure to pick his battles cost him much more than $250!! 

If you become skilled at picking your battles, you can become a graduate of The Kenny Rogers School of Customer Service.    If you think that you can win every battle and are unwilling to negotiate, you are truly The Gambler!          

PS.  Email me at etwiggs@autotraining.net,  if you would like me to send you an instructional document on how to respond to negative reviews!