Service 101 - Letter of inspiration

For this month’s column I have decided to share some feedback our company recently received in the form of a letter from a first-time customer. The importance of this letter and its story highlights the fact that customer experience is everything in business—and especially in the auto recycling and collision repair businesses.

Our industries face a lot of misconceptions, and I am continually impressed when I see staff dispel the myths through their attentiveness at the counter or on the facility floor. We are turning a lot of heads and have changed the way that the public views us.

It is with these thoughts in mind that I submit to you some excerpts from
Craig Henry’s letter:
When you walk into a 4 or 5 star hotel, or arrive at a high-end restaurant, in your mind you will set up a series of exceptions. Similarly, as you switch to a budget hotel or a fast food restaurant, you will often lower your standards and expectations.
It is with these expectations in mind that I want to share with you how my expectations
were completely rewritten by an experience that I had recently. An experience that re-established in my mind that we should really never judge a book by its cover.

I guess his vehicle had broken down but, since it was an older model, he decided to do something he hadn’t done in years and look into buying a recycled part to fix it himself. He came across our Toronto location through a web search and made a visit, apparently with fairly low expectations.

After a lengthy walk to the main entrance, my expectations started to change. I was greeted at the main gates by a smiling face. He greeted me in a polite, articulate and upbeat manner, directing me to my next stop along what would prove to be a journey of discovery.

I’m greeted immediately by a smiling receptionist. She listens to my reason for the visit. She maintains eye contact. She calls me “Sir.” She quickly directs me to my next stop—an agent set up specifically to handle my need.
He takes the information, and with great proficiency, negotiates the computer system at his station. He quickly locates the part I seek, [but wait,] the part is not on the lot. He quickly sources another lot, and with great speed determines that they have the part I seek. Announcing that the part is in their New York facility. Yes, New York, USA. He states that if I would like this item he could have it here “tomorrow.”

What? Tomorrow is Sunday. And this part is in New York State. It is not here in Canada. It must be shipped overnight. “Will there be a charge for this?” “Oh, no ‘Sir’”—there it is again—”we will simply have it shipped up here overnight. You can come in this time tomorrow and pick it up?”

He goes on to describe the rest of the transaction, which was similarly positive, and concludes by saying that “those in the service industry could truly be inspired by the customer service off ered at this location.” I’ve never been prouder of my staff . Let’s make it our mission as an industry to wow every customer that walks in our door and to do everything in our power to debunk any outdated and preconceived notions that a customer may have. Thank you all for continuing to inspire me every day and for your level of dedication to furthering our industry.

A special thank you to Craig Henry, VP of Sensors Quality Management Inc, for sharing your thoughts and for putting a smile on many faces. You can read his full letter at collisionrepairmag.com.

Article by David Gold - Co-Owner Standard Auto Wreckers