¶ … Customer Experiences With Customer Service at My Car Dealer
A recent visit to the service department of the local auto dealership I purchased a car from two years ago forms the foundation of this analysis. As auto dealerships rely on service departments for the majority of their revenue I thought the experience would be a mix of pure efficiency and relationship building. Previous experiences with this dealership have shown them to be not as trustworthy as I had hoped they would be as well. One of the most critical aspects of transitioning customers from being treated as members of a transaction to actually being fans is trust (Gronroos, 1994). Trust is such a critical catalyst to make a customer experience successful that technologies need to better measure and evaluate this critical component as broader CRM strategies (Mitussis, O'Malley, Patterson, 2006). Going in to the dealership to get a door problem fixed presented the ideal opportunity to complete this analysis.
Analysis of Interaction
Driving up to the customer service window and giving the technician my name and address started the process. He printed out a worksheet and walked out of the small building and asked what I needed done. I explained the door had been not closing completely and the lock would "freeze" in one place and not let go. The conversation went to how the entire lock could potentially need to be replaced to the suggestion of WD-40. In other words, both ends of the pricing...
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