By Ashley Durst BDC Training Manager and Facilitator
for AutoSuccess Magazine July 2024
The automotive industry is highly competitive, and a key differentiator for exceptional service starts at the first point of contact: the call!
Service BDC representatives play a critical role in shaping your guests’ experiences and creating the first impression of your store. So why do we tend to stick just anyone in this important seat and headset without preparing them for all the challenges and questions that arise?
Picture this: You want to sell your house but it’s no longer up to par with the surrounding houses. You spend a significant amount of money adding décor, fresh paint, shelving and new flooring. When the realtor hosts the open house, the property looks fantastic — even better than the neighbors! So, why aren’t people visiting the open house? Because you left the old, dilapidated front door. You figured, it’s just the front door and they will see the rest of the amazing renovations once they get inside. But what if they never come inside because the first impression was lacking?
A call that is handled poorly is the same as that dilapidated door. It will keep potential clients from coming in. Whether they call to schedule maintenance or a repair, it’s important to immediately make them feel valued and welcomed so they do not hang up and go somewhere else. As a professional trainer, I listen to calls weekly and have developed a great list for your representatives and trainers.
- Be Attentive and Empathetic
When clients call the service center, they want to know that their concerns are being heard and taken seriously. As a BDC representative, it’s important to be attentive and listen actively to their needs. You should be empathetic, which is showing understanding of their situation but not apologizing. For example, if they are experiencing car trouble, you might say something like, “I understand how frustrating this must be for you. Here is what we can do to help.” Those two words, “I understand,” show empathy and will help you connect with the client.
- Provide Clear and Accurate Information
Our guests expect accurate information about the services we offer, as well as pricing and availability. When we provide information, customers believe what we say holds value. They consider us the authority on their vehicle. They aren’t calling “the BDC,” they are calling (insert your brand here), and they treat whatever you say as truth. It’s important to be knowledgeable about your offerings and to provide clear and accurate information.
- Be Courteous and Professional
When interacting over the phone, it’s important to be courteous and professional. A smile really can be heard. This includes using a friendly and cheerful tone of voice, using their name in conversation and avoiding slang or casual language. It’s also important to be patient and calm, especially when dealing with diffi cult or upset clients.
- Follow-up
After a guest has called or visited the service center, it’s a good idea to follow up to ensure their needs have been met. This shows that we value their business and are committed to providing exceptional service.
- Continuously Improve Your Skills
This might involve taking training courses or practicing active listening techniques. It’s also important to stay up to date with the latest offerings and services at your store, so that you can provide accurate information to customers.
So, what are you waiting for? Why not train your people to be the best? Training your BDC and polishing up your store’s critical first impression is essential to your department’s success!
Ready to get your team started?
All it takes is a call or email to sally@swservicesolutions.com, 317-509-5615