In a previous newsletter article I wrote about my trials and tribulations with the phone company. The content was an illustration of customer service gone haywire, provided by a company culture that, in my estimation, propagates bad customer service through a myriad of inconveniences.

However, there are companies that excel in customer care. It’s so simple it boggles my mind. What causes phone companies, retail outlets, service firms and just about every other business in this wonderful world of ours to spend billions of dollars on advertising, public relations and marketing in order to attract customers, just so they can give them bad service, tick them off and make them wish they never walked in the door or picked up the phone.

Automobile dealerships have talked the service game for years. I’ve heard so many horror stories about encounters with rude, obnoxious and high-pressure sales and service automobile dealership people that I’ve lost count. High costs, poor workmanship, consistent car troubles are part of bad customer service folklore.

Yet I’ve found an oasis in what it takes to build customer loyalty.

I’m a Chrysler guy. My last six cars have all been Chrysler products, my last three from the same dealer. I remember the first time I walked in. No pressure, no hype (as that other car dealer advertises), just a nice guy asking me questions and listening to my answers. Before I knew it he had figured out exactly what I needed. Not so much what I wanted…but what I needed…refreshing! He actually said, “Do you really want to spend the money for this option if you don’t need it”? Whoa, this must be car heaven! He laid out the pricing and the costs. Asked me my budget and time frame for my purchase and volunteered his work and home numbers if I had any questions.

Within a day or so the decision was made. I bought the car. I was so impressed with the salesperson, his honesty and his description of the service department and how he would handle any problems if they arose, that there really wasn’t any other choice. The dealership lived up to his accolades. When I had to service the car they went that extra mile to make sure that I was satisfied. Called me to find out how the car was running. Gave me loners when I had to leave it (and I hadn’t bought the extended service plan), even gave me the benefit of the doubt when my warranty had just run out and my thermostat blew! How many times have you heard of people having to shell out hundreds right after the warranty matured? Geez, I thought are these guys for real!

When it came to trading in my second car for a new one, there was no question. Off we went to my favorite dealer and salesperson and off we drove with our next new Chrysler product. I had so much trust in not getting ripped-off and getting the superb customer care I had become accustomed to that my choice was easy.

Let me see…honesty, integrity, service and genuine caring, hmmm…that would be a formula for success in any business, no? It’s just so simple it’s frustrating! Why don’t so many other businesses get it? I think we all know. It starts with the company’s culture. What are the people taught? What’s the values and philosophy of the organization and it’s founder(s)? How are the people monitored and held accountable? Is it a people/service first organization or a money first organization?

Not so secret point: People/service first organizations almost always succeed. Of course they have to build in a sizable enough margin to be profitable…but when they concentrate on people and service they build loyalty and profitability (even if they’re more expensive than the competition).

The price of a car is important to me, but certainly not as important as the cost. I may have been able to pay less for my second car, but what would my overall cost have been? My overall costs include my time, loner cars, aggravation, materials, etc. Having the knowledge that you trust the dealer is priceless.

A number of months ago I was diving back from a meeting when a fellow drove his truck through not one, but two stop signs and broad sided me, totaling my car (not to mention almost totaling me!). Yep…it was the car that the dealership first sold me. Of course I had just had a new head gasket put on and a bunch of other work done the day before the accident! Ehhh…not fun.

A few days later I was sporting my rental car on the streets of our metro area wondering what I should do next. Should I venture out of Chryslerville? I decided to give it a go. Off I went to my local dealerships. Beautiful cars just waiting to be inhabited. The first place was nice and certainly the salesperson was cheerful enough, although I wasn’t asked a number of questions that I felt would help him direct me to the appropriate vehicle. I was interested and took his card.

My next stop was to a high-end luxury dealer. In I walked. The place was somewhat busy. But there were more salespeople then customers. I walked around and around and around…still not a single salesperson approached. I guess they were too busy speaking with each other to take care of a potential customer. I thought…Fly zipped up? Yep. Deodorant on? Yep. Breath of Garlic? Fish? Cheese? Or any other offensive substance? Nope. So why the heck am I walking around the place like I’m lost? Finally I ask to be helped! The salesperson asks, “What would you like to see”? No questions about budget, driving habits, size of vehicle I’m most comfortable in, nothing.

We chatted. I looked and left. Get me outta here!

I started up the rental and headed to MY dealer. The greeting was pleasant as usual. My salesperson had left the business, so a new person (to me at least) asked me the questions that helped me buy my first two cars. He knew exactly what I needed. “Hop in my car” he said, “I’d like to drive you down the road to our other lot…I think I have the car that might fit you perfectly”. His line wasn’t delivered in a salesy fashion, but more in an informational manner.

In we drove. There it was. “How did you know”? I asked. It was THE car. “I just figured by your responses that this was the one”, he said.

That was it. We made the deal minutes later. The next day I picked it up.

How can you beat a great service department, understanding salespeople and a great deal? It would be tough.

It’s a heck of a lot better then the phone company.

And yes, they do call me to see how I like the car.