Customer Service Is Everyone’s Job

From the service advisor to the technician in the bay, every member of the team has a role in building customer trust.

In the automotive repair business, customer service is often seen as the responsibility of the service advisor. They answer the phone, write up the work order, explain the estimate and deliver the bill. But if we want to build lasting relationships with customers, we need to recognize that customer service is everyone’s job, from the front counter to the technician working in the bay.

At our shop, we believe one of the best ways to build trust is to get customers involved in the repair process, and that starts with something simple: going out to the vehicle with them.

When a customer comes in with a slow tire leak, a strange noise or a request for winter tires, we make a point of walking out to the car and asking them to show us what’s happening. Rather than having the entire conversation across the service counter, we take the time to listen, look at the vehicle together and understand their concerns.

A friendly greeting, a little humour and a genuine conversation can go a long way toward putting people at ease. Even a customer who walks in focused entirely on price may become more relaxed when we take an interest in them as a person.

That personal connection shouldn’t end when the service advisor hands over the keys to the shop.

Put technicians in front of customers

One of the most valuable things we can do is give customers the opportunity to speak directly with the technicians working on their vehicles.

If a customer questions why a repair is so involved or why a particular component needs replacing, we encourage the technician to explain it firsthand. Whenever appropriate, we’ll bring the customer into a designated area of the shop, show them the problem and walk them through the work required.

The trick is to keep the explanation simple.

Customers don’t necessarily need to know every technical detail or hear a string of automotive terminology. They want to understand what’s wrong, why it needs attention and what it takes to fix it.

Photos and videos can be useful tools, but they don’t always tell the whole story. A customer looking at an image taken underneath a vehicle may have no idea what they’re seeing. Sometimes, the best solution is to offer them the opportunity to see the problem in person and speak with the technician who can explain their findings clearly, answer questions and treat customers with respect. A little patience and a natural, conversational approach can make all the difference.

Make customer service part of the shop culture

In our shop, we don’t want customers to feel like there’s a barrier between the people at the front counter and the people doing the repairs. Everyone is there to help solve a problem, and everyone has a role in making that experience a positive one.

Ultimately, customers want to know they’re being looked after. When we take the time to listen, show them what’s wrong and explain how we’re going to fix it, we demonstrate our value in a way that no estimate or invoice can accomplish on its own.

My advice to fellow shop owners is simple: Don’t leave customer service at the front counter. Build it into the way your entire team works. Get everyone involved, encourage technicians to talk to customers and make those personal interactions part of your everyday routine.