Trust is the driver for customer experience

TO THE EDITOR:

While I completely agree with all the points Corey Smith makes in “Strategies for success in a changing fixed ops landscape” (autonews.com, Aug. 17), there are two underlying prerequisites for the customer experience.

The first one is trust. Creating and maintaining customer trust is the single most important element for customer retention.

This means unwavering integrity and transparency in communication and in charges. One unreasonable or opportunistic statement or charge may lose a customer forever.

For instance, charging $200 or more to program a key or recommending a brake job on all four wheels when only the fronts need it can be fatal to the relationship.

The second prerequisite, which is closely related to the first one, is what’s known as First Time Right. This means having the know-how and competence, and taking the time, to perform the work correctly the first time, every time. If the customer has to bring the car back, even if you offer a free loaner and make it right, it’s a big waste of time and money for both sides and another potential relationship killer.

These are the fundamentals. No amount of customer hospitality can be a substitute for integrity and competence.

YORAM GUY, Simpsonville, S.C.
The writer, who is retired, held engineering and management positions with Tier 1 suppliers.