Fixing the Customer Before and After Fixing the Car

Fixing the Customer Before and After Fixing the Car

I’ve often heard shop owners talking about “fixing the customer” before fixing the car. What I think they were saying was that sometimes the customer was “broken” because they had not yet figured out how they were going to manage their busy day without their vehicle. Therefore the shop owner needed to reassure the customer and arrange for alternate transportation to fix the customer. And then fix the vehicle.

Fixing the Customer After Fixing the Car

I had a boss once tell me that sometimes the real sales effort starts after you delivered the product or service that was promised, because you then had to manage the customer’s unspoken expectations. But how do you manage expectations when the customer appeared to be happy when they left?

The answer is to automatically survey unhappy customers to find out what did not live up to their expectations. SocialCRM makes this easy with our new Low Score Diagnostics feature. Here’s how it works:

  1. Your consumer receives a thank-you email from your business with an invitation to provide a review based on their recent visit.
  2. If the consumer gives you a three-star review (3 stars or less is a “low score”), an additional survey is automatically triggered, asking them to tell you how your business could have done better.
  3. You now have more information to further research their complaint and get back to them with the appropriate response.

Business Diagnostics?

So, you’ve fixed the customer before and after their visit, but do you also need to fix your business? The automatic Low Score Diagnostics survey also provides you a record of what area of the business might need improvement that you may choose to talk about during your next staff meeting. This Low Score Diagnostics survey has the potential to “diagnose” a problem area in your business that you might have suspected needed your attention, but now provides hard evidence directly from your customer’s negative experience.

Check out the Low Score Diagnostics screens below to see how SocialCRM can help  you diagnose your customer and your business.

Graphic 1 – The Shop’s Consumer Review Dashboard with wrench icon to indicate Low Score Diagnostic survey available.

The new wrench icon in the lower left corner will launch the Low Score Diagnostics dashboard.


Graphic 2 – Clicking on the wrench brings up the original review comments, shop owner’s response to the review, and the Low Score Diagnostic survey results (red box).

The Low Score Diagnostics dashboard provides further detail about the customer’s experience that you can use to resolve issues and improve processes.
About the Author

Brian Warfield

Brian Warfield is a Senior Product Manager for the Mitchell 1 SocialCRM product line. He has been in the automotive software business for over 20 years and has earned a degree in Marketing from the University of Cincinnati Business College.