Driving Business Expansion By Instilling Customer Experience Excellence

A successful and highly rated four decade old car service centre diversified into multi brand car service centre targeting upper middle class and high net worth individuals. They had the skills, the know hows of servicing and repairing a car but business didn’t pick up. They tried to stay true to the customer segment with respect to pricing to direct customers and tried for new business in the B2B segment by providing services to used car sale aggregators. It showed initial gains but what came out as an unintended outcome was the deterioration of customer experience of their direct customers. Complaints began to pile up in the yard and revenues declining. The organisation tried incentivising the team and the non-performers were put to task. But this carrot and stick approach showed no improvements.

Once these issues were identified and sensitised to the business owner, corrective actions were taken on each aspect. The organisation shifted its entire focus to servicing their original customer segment, designed a standard operating process mapping the entire customer journey and ensuring each break point was identified and addressed. The staffs were then trained on behavioural changes and the need to follow the processes. In addition to this, employees were clearly communicated the goals of the organisation and how their efforts would be incentivised. This made them driving the goal of the organisation and tracking them on a daily basis. Each employee in the organisation knows their responsibility and how they contribute to the overall purpose of the organisation. And in just about a years time, customer complaints began to fall, revenues growing and more customers driving in through referrals.

The story doesn’t end here. The operating model gave the organisation the necessary confidence to open their next showroom and looking forward to many more.