I had been bringing my 2 cars to the dealer for routine service over the last few years based on the belief this was a more reliable and legitimate approach to maintain the value of my depreciating asset…

I know, I know… I am now my parents with this old fashioned approach.

Anyway, after another disappointing experience with the service at the dealership, I decided to find an independent mechanic that works on my brand of car.

I proceeded with the normal process, google, reviews, selection…and found one that checked all the boxes so I made an appointment.

Let’s get to the end – I wasn’t disappointed from start to finish. The website, the greeting when I walked in to the shop, the interaction with employees, the feel of the waiting area, everything…A class act and something unexpected from a small business, especially an auto mechanic shop!

Here’s the final stamp of approval, when I received a post card thanking me for my business and the following email…which I am sure will not be the last I get.

Hi Jonathan, this is Dave. I’m the owner of A&H Automotive. 

I wanted to take a second to say “hello” and welcome you to the family.

On behalf of myself and the entire A&H Automotive team I want you to know that we’re truly excited and grateful that you decided to join us…

I know you are going to be absolutely blown away by how you are treated by every one of our team members. 

Here are some things you can always expect from us…First, we will always be honest and up front with you about the condition of your vehicle. Sometimes it’s good news, and sometimes it’s not-so-good news. No matter what, all we want to do is provide you with the information you need to make the best decision for YOU.

Second, you will never get a “pushy sales pitch”. We think you’re smart enough to decide what’s best for you once you have all the information you need from us. 

Finally, we will stand behind any repair or diagnosis, doing anything necessary until you are completely satisfied. The most important thing to me, as the owner, is not the profit on each transaction but, instead, the trust and confidence you have in our team to solve your problems.

The bottom line is that we genuinely care about you. 

Keep an eye on your inbox because I’m going to send you a few more emails, (not a lot) to explain things like our referral program and how to take advantage of our specials so you can save big on your future services with us.

Sound fair? GREAT!!!

Again, welcome. We’re so happy to have you as a part of the family.

Talk Soon,
Dave

In today’s world where B2B businesses have all but outsourced customer service to technology, there is still room for a human approach to service and it will have a real impact if executed consistently.

I know it works, because I have done it at scale.

• Build a repeatable process
• Activate core values that encourage desired behavior
• Align all functions towards the customer
• Reward behavior
• Execute, execute, execute…

Building a human touch into customer service makes sense even in B2B. It has lasting impact and will pay dividends.

If a small shop like Dave’s can do it, well…so can you.

Well done Dave!

Brick