Recently a new automotive repair shop opened close to my home. The convenient location prompted me to take my car there to fix a “check engine” light. I called first and the owner suggested I stop by so that he could take a look at the car. I did that. He efficiently checked the car. “I think you have a problem with an oxygen sensor. Let’s set an appointment for you to bring it back. We’ll take a closer look, and, if it is the oxygen sensor, we’ll get the part and put it in.”
“How long will that take?” I wondered.
“About an hour,” he replied.
We walked into the shop to set the appointment. “I noticed your shop, and, since I live nearby, I thought I’d bring my car over,” I commented.
“Yeah,” he responded, “for a while I’ve had a shop at my home. I finally decided to take the leap into a larger facility at a public location.”
When I returned a few days later for the appointment, I had more time to look around. I was impressed. The walls were painted a clean, bright white. A spacious wait area offered several comfortable chairs, a futon, a couple of end tables with lamps, and a small decorative table. Just off the area was an easy-to-access restroom. I could see that the owner had given thought to his customers’ comfort when the facility was designed.
As I sat in one of the chairs waiting for my car, I appreciated his consideration. I reflected on another automotive repair shop to which I have recently taken my car. The mechanics at that shop do excellent work, but the wait area is one old plastic chair shoved in a corner next to the vending machines. That business has a space constraint. The owners have used the limited space to construct extra repair bays, but they have not remodeled a place for the customer to wait. I assume they only want customers who leave their vehicles so a wait area is unnecessary.
At least, I hope they have described their target market so that they know they are correct in not improving their wait area. I’m skeptical of that because most of the automotive repair shops that I have seen recently seem to be catering to customers’ comfort in waiting, not to discouraging a customer from waiting. While I understand the limits of space and the importance of having the number of bays to move customers’ vehicles through promptly, I think that the owners made a mistake not keeping customers’ comfort in mind regarding the wait area. As much as I was happy with that shop’s service, I am reluctant to return for just that reason.
I liked that the owner of the new shop near my home offered a comfortable wait area. He had done enough but not too much. Both men and women would be happy sitting in it. He demonstrated an understanding of what his customers want.
That is profitable marketing.
Many businesspeople do not seem to realize that any communication with customers is marketing. That communication is particularly critical in the experience the customer has when dealing directly with the business. How the business owners have prepared - or not - for customers to visit a facility is readily apparent to the customer. Customers likely will not voice how they feel about that they found. They just may not continue to do business with the company because of it.
This week's marketing trivia challenge is What preparations have you made for customers to visit your business? E-mail me your answer.
“How long will that take?” I wondered.
“About an hour,” he replied.
We walked into the shop to set the appointment. “I noticed your shop, and, since I live nearby, I thought I’d bring my car over,” I commented.
“Yeah,” he responded, “for a while I’ve had a shop at my home. I finally decided to take the leap into a larger facility at a public location.”
When I returned a few days later for the appointment, I had more time to look around. I was impressed. The walls were painted a clean, bright white. A spacious wait area offered several comfortable chairs, a futon, a couple of end tables with lamps, and a small decorative table. Just off the area was an easy-to-access restroom. I could see that the owner had given thought to his customers’ comfort when the facility was designed.
As I sat in one of the chairs waiting for my car, I appreciated his consideration. I reflected on another automotive repair shop to which I have recently taken my car. The mechanics at that shop do excellent work, but the wait area is one old plastic chair shoved in a corner next to the vending machines. That business has a space constraint. The owners have used the limited space to construct extra repair bays, but they have not remodeled a place for the customer to wait. I assume they only want customers who leave their vehicles so a wait area is unnecessary.
At least, I hope they have described their target market so that they know they are correct in not improving their wait area. I’m skeptical of that because most of the automotive repair shops that I have seen recently seem to be catering to customers’ comfort in waiting, not to discouraging a customer from waiting. While I understand the limits of space and the importance of having the number of bays to move customers’ vehicles through promptly, I think that the owners made a mistake not keeping customers’ comfort in mind regarding the wait area. As much as I was happy with that shop’s service, I am reluctant to return for just that reason.
I liked that the owner of the new shop near my home offered a comfortable wait area. He had done enough but not too much. Both men and women would be happy sitting in it. He demonstrated an understanding of what his customers want.
That is profitable marketing.
Many businesspeople do not seem to realize that any communication with customers is marketing. That communication is particularly critical in the experience the customer has when dealing directly with the business. How the business owners have prepared - or not - for customers to visit a facility is readily apparent to the customer. Customers likely will not voice how they feel about that they found. They just may not continue to do business with the company because of it.
This week's marketing trivia challenge is What preparations have you made for customers to visit your business? E-mail me your answer.
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