Going Beyond What's Required
Every independent Recommended Installer has to meet several requirements before qualifying for the program. Ensuring that it uses quality mounting and balancing equipment and employs properly trained technicians capable of performing damage-free installations are the first steps. But equally important is a positive attitude and the ability to treat your customers with the highest level of professional courtesy.
Once qualified, there are several things installers can do to go beyond what is required and benefit via increased business and customer referrals. Incorporate the following recommendations into an already reputable customer service routine and your customers will take notice:
1. A Good Customer is Hard to Find
Be receptive to the customer as not only Tire Rack's customer, but your new customer as well. Recommended Installers pledge to perform installation services on products purchased from Tire Rack even if the installer's shop or garage sells the same types of products. Although it may be difficult to see, a lost tire sale is really a repeat service or installation customer in disguise. Reinforce your customer's purchase decision (e.g., "excellent choice in tires") to help the customer feel that you appreciate their business.
2. Follow-Through is Key
Contact the installation customer when you receive their order confirmation email and again upon receipt of their order. Do your best to accommodate their scheduling needs. Customers are reassured when they receive a phone call to let them know you've received their order. At this time, a convenient appointment can be set if one hasn't already been made. Tire Rack reviews every order for proper product selection and fit, but in the unlikely event that there is a problem with the order, ask the customer to contact Tire Rack. Problems will be quickly corrected and, when necessary, Tire Rack will work directly with the customer to resolve any further issues.
3. Keep the Price Pledge
Say what you charge and charge what you say. Our Price Pledge program offers a template for accurately displaying pricing in installer listings. Whether you choose to be a Price Pledge installer or not, customers expect to pay what they see on the website. Ensure your pricing is consistently updated and charge exactly what is listed. Survey results reiterate the importance of this and customers appreciate the consistency.
4. Practice Damage Control
Clearly communicate your service/installation capabilities and limitations. Ideally your installer listing includes the services you offer and your customer's installation won't require equipment you do not have. But if so, quickly inform your customer when the order confirmation email is received or while inspecting the vehicle pre-installation. The customer can then make alternate installation plans. Knowing before the work is started is highly appreciated.
And prior to installation, it's always a good idea to also do a visual inspection of the vehicle's exterior and of custom wheels and point out any pre-existing damage. Making the customer aware protects the installer.
5. Finish Strong
Once installation is complete make sure that you present your customers with all of their paperwork. They should leave with a copy of their invoice, warranty information and any other paperwork included in their shipment from Tire Rack.
Then before they pick up their vehicle, take a minute to inspect for any damage caused by installation. If there is any damage, admit the mistake and relay your concern. Then cover any expenses to remedy the situation.
Last but not at all least, simply clean their wheels. Old tape from weights you've removed and excess tire lube left on the face of the wheel are frequent post-installation customer complaints. In just a few seconds when the wheel is off the vehicle, tape residue can be wiped away. That's not as easy for your customer when the wheel is back on the vehicle. Shiny, clean wheels will catch their eye and put the finishing touch on your reputation.
And our survey results (read: customers) agree.