How do you come up with fresh ideas about customer service? Be a customer. If you own a car dealership, go and buy a car at another car dealership (Gotcha! Don’t actually buy the car but act like it.) and during the process do not ask yourself what are they doing and how can my business mimic theirs, rather ask yourself what am I looking for, how am I feeling during the process, what are my unspoken desires. And then send members of your family or people you can trust, to do the same and ask them the same questions. Another way of doing this is to survey your customers.
However, understand that all customers have unspoken needs. Sticking with the buying the car scenario a person does not purchase a car to get from point A to point B though that may be what they need it for. They purchase a car that makes them feel wealthy, important and young. This is the same reason why customers will purchase a $4 coffee at Starbucks that they can make for $.10 at home; Starbucks is a status symbol that makes them feel wealthy.
Be different. Have a massage therapist give them a back rub while you a filling out all of their paperwork for the loan application, or create a celebration room where you throw a customer a party after their purchase. What do these things have to do with purchasing a car? Absolutely nothing but if you can meet the unspoken needs of your customers that your competitors are not then you will never have a lack of people wanting to buy your product. Does Starbucks compete with other coffee shops?
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