Good business is all about delivering a customer experience that keeps them coming back for more. You may have the best products, top-of-the line services, lowest prices, or all of the above – but if you can’t meet or exceed your customer’s expectations, then long-term success is far from guaranteed.
What happens when customer service takes a back seat?
Timing is everything. Regardless of industry, customers want (and expect) fast, reliable service. A recent survey of field services customers showed that 25% wouldn’t rehire a company if their technicians were 16-30 minutes late.
31% wouldn’t rehire if the company showed up 31-60 minutes late, and 67% of customers wouldn’t rehire if their service tech showed up over an hour late. It’s pretty alarming to think of how much business could be lost if employees and fleet operators aren’t on the ball.
However, 73% of the respondents from that same survey said that they would still re-hire a company who is late, as long as they receive an updated arrival time. That added degree of clarity and communication could be the difference between losing a client and keeping a customer happy.
As one well known fleet business (FEDEX) said in a series of memorable advertisements “Waiting is frustrating, demoralizing, agonizing, aggravating, annoying, time consuming and incredibly expensive.”
All of us at one time or another can attest to the truth in this advertising. Moreover, when recalling such experiences we can also attest to the impact that waiting had on our opinion of that service provider. No matter how efficient, courteous, or complete the transaction was before or after “waiting”, the bitter taste of how long it took poisoned our overall impression of the business.
Fleet businesses must especially strive to ensure that their customer’s expectations of wait times are not only managed, but met (and hopefully exceeded). Modern GPS tracking systems give businesses with fleet vehicles a competitive advantage. They’re able to easily improve response times with closest-to dispatching and efficient routing tools. On top of dispatching efficiencies, fleet operators who use GPS tracking systems can confidently set expectations with accurate ETAs – and provide immediate updates if those ETAs do happen to change. As those 73% of respondents showed, having the capability to provide updated arrival times could be what sets your business apart.
“A brand is the sum of the good, the bad, the ugly, and the off-strategy.” Scott Bedbury (NIKE/STARBUCKS) – (excerpt) A New Brand World
Timeliness is clearly a key factor to consider when evaluating overall customer service, but it’s not the only thing that could affect your business’ reputation or your relationships with customers and clients. Fleet vehicles that speed past in traffic – just to slam on the brakes in front of you at the next stop light, a company vehicle spotted at a gentleman’s club a 2 in the afternoon on a weekday, a fleet vehicle pulled over by the police or broken down on the side of the road being readied to be towed. In these scenarios, the money invested to put the logo on your vehicle might actually have had the reverse effect to what was intended. Potential (and existing) customers that see these types of scenarios unfold are quite likely to change their tune and re-think their commitment to a business.
The examples where fleet vehicles are aggressively driven, spotted at inappropriate locations and times, or driven past their best before dates can all be added to the bad, the ugly, and the off-strategy columns of this brand definition. Ensuring your fleet vehicles are fully productive and acting in the best interest of the company at all times is essential. A modern GPS tracking system gives fleet businesses a way to ensure that the business is well-represented, at all times. Confirm that fleet vehicles are driven responsibly with aggressive driving monitoring, that they’re where they’re supposed to be with automatic location updating, and in good repair with service and maintenance reminders and diagnostic trouble code detection. Once the considerable value of GPS tracking is understood, your fleet business is on the path to a stronger and more profitable future. AutoConnect GPS welcomes the opportunity to help you deliver great experiences!