Car Audio Customer satisfaction equation.
There are four types of customer that we interact with on an average day.
- Cautious Clara (I’ll give them names to make it fun).
Cautious Clara has never heard of us and has no idea what we can do but needs our help. Once we have demonstrated that we are not just a small local business but also part of a national body of similar specialist who are capable of taking care of any national warranty issues and show some examples of our past work over all the years we have been trading. Clara is at ease and happy to take our advice.
- Dubious Danny
Danny has ideas that may be unrealistic based on his pals down the pub. Once he sees our expansive showroom displays or sits in our demo car for a few minutes’ his eyes are open to possibilities he never knew existed. Now that Danny knows what he really wants it’s just a case of helping him out with a realistic quote for the work and if necessary a flexible way to pay. Hopefully both Clara and Danny will become customer type number three.
- Regular Robin
Robin has been using us for years, he knows we always look after him with special offers and we are happy to subsidize our installation labour a wee bit in the knowledge that Robin is an ambassador for our business and tells all his mates about us. He is a member of our Driving Sounds Club and gets his monthly dose of Car Audio tasty bits from the magazine and newsletter. Happy days!
- Clever Dick
Dick knows the cost of everything and the value of nothing. He will ask all the questions and try to get the part number for all the stuff you are (not) going to sell him because he knows how to use Google.
He might even argue that your advice is not correct and he can’t understand why your labour rates are so high. You can tell him to compare your hourly rate with the franchised dealer rate for his car and he will argue that’s because they are the main dealer. Telling him you are able to work to higher standards on every make / model of car does not impress him, he is too thick (it’s OK for me to insult him; he hasn’t read down this far “too many big words”).
You never the less go through the motions of explaining that the quote for genuine UK quality stock with the exclusive Four Master extended warranty fitted using the correct grade of ancillary equipment by dedicated professional is great value but you know what happens don’t you.
Just for you Dick I will try to keep this simple. We have created a formula based on an equation for when you return to our stores laden with the cheaper products that you need us to fit for you.
CDP = (SDQ + SDL) – (ISP ) +BT
CDP – Clever Dick Pays (This is what Dick has got to pay for our services)
SQR – Specialist Dealer Quote (This will be a fair price quote without part numbers)
SDL – Specialist Dealer Labour (This is based on our hourly rate which is currently £60)
ISP – Internet Sellers Price (This can vary wildly from grey importers or dodgy dealers)
BT – Bother Tax (This is an arbitrary amount levied dependent on how much time wasted)
Example 1 CDP £1200 (SDQ £1000 + SDL £200) – (ISP £0 + BT £0) Happy with our quote
Example 2 CDP £300 (SDQ £1000 + SDL £200) – (ISP £900 + BT £0) Found goods cheaper (No warranty No support)
Example 3 CDP £760 (SDQ £1000 + SDL £200) – (ISP £500 + BT £60) Found silly price (No warranty No support)
In the first example everybody is happy. Dick will benefit from the full support of the Four Master Network and product range.
In the second example Dick will pay an extra £100 to have his own stuff fitted and will also have to pay again to have it removed and re-fitted if it goes wrong and he has to send it back to wherever he got it (good luck with that).
In the third example Dick will spit the dummy and walk (oh dear what a shame).
Clara, Danny and Robin we love you, we want to keep serving you with the best service and greatest range of cutting edge products. You understand we have overheads and know we want to be here for a long time, thank you.
Dick don’t bother please!