19 minute read
CUSTOMER SERVICE
from NOLN - October 2022
by EndeavorBusinessMedia-VehicleRepairGroup
MASTERING THE CUSTOMER GIFT
A well-executed gift can be the difference between a repeat customer and a one-time job
BY PAUL HODOWANIC
EVERY TIME YOU LEAVE A DENTIST appointment, you’re often given a small gift bag with a toothbrush, some floss, and toothpaste branded with the dentist’s logo.
It’s a small consolation prize for an often undesirable activity—a token of appreciation for completing an underwhelming, but necessary task.
Henry Roggi, owner of Roggi’s Auto Service in Hartford, Connecticut, has taken the same mindset with customer gifts at his shop. Often taking their car in for service is not the highlight of his customers’ week. It may lead to unexpected spending and time-consuming delays. And unlike the dentist, or a trip to a restaurant, the returns can be hard to appreciate.
At a restaurant you can taste and experience your food. After a trip to the dentist, you can see and feel whiter, cleaner teeth. A trip to the repair shop is less likely to achieve similar noticeable rewards. That’s where a customer gift comes in.
“With nearly everything that we do, most of the time the customer won’t be able to see it. It’s going to be under the hood or under the car, and if it’s routine maintenance they’re often not even going to feel it. So we try to give them something tangible that can relate back to the quality service.”
So what goes into the gift-giving process? Roggi and Richard Cox, owner of Orion Automotive in Ann Arbor, Michigan, detail their experiences. Prioritize personalization. To Cox, the most important part of developing a “swag bag” or customer gift, is personalization.
For different shops that means different things, and it should fit the company’s brand and style, he says. Cox’s shop sits on two acres of land, much of which Cox uses to grow flowers. So naturally, Cox will put flowers in customers’ cars after service. In keeping with the theme, he also partnered with a local seed company to put
seed packets in the vehicle. He’s also done grocery totes, coffee mugs, and coupons for free lattes at well-known cafe in town.
Roggi’s thought process is similar. After having countless personal experiences where he was forgetting to keep sunglasses in his own car, Roggi began giving away branded pairs of glasses to customers. He’s also given out drawstring bags and reusable grocery totes, a popular item around town as the nearby stores charge for plastic bag use.
Roggi even has given away golf tees, which he often reserves for customers that he sees have golf clubs in the back of the car, going the extra mile to provide personalization.
Regardless of what gift is given, one thing remains the same for both shops: a thank-you note.
Determine the scope. Roggi’s Auto Service gives every single customer a gift. When the technician has finished working on the vehicle, one of the last parts of their job is going to a big basket that is set up on the shop floor and grabbing a gift to put in the front seat of the vehicle. Every vehicle gets a gift and a note.
On the other hand, Cox’s shop is selective on which vehicles get a gift. At the bare minimum, every car will be cleaned inside and out, and have a note placed inside, but not everyone may get a seed packet or flowers. Some gifts, like the flower bouquets, are reserved for the shop’s biggest jobs. Other customers won’t receive a gift because of the experience they had with the shop.
“Some of those don’t apply to people who don’t treat us right,” Cox says.
In Roggi’s case, calculating the amount of gifts he’ll need to order and keep in inventory is relatively easy. He can rely on past car count numbers to give a good estimate of how many mugs or tote bags he might need to purchase for a given time period.
For Cox, the process is a bit more involved. Within RO Writer, his shop’s management system, they have a specific category that designates which customers should receive gifts and which customers shouldn’t.
That system might be tedious for some, but Cox’s gifts fit nicely in that model, since the availability of flowers and seed packets are bountiful. He doesn’t have to worry about tracking inventory as closely.
“We just have an endless supply of that stuff because my wife and I are really into it,” Cox says.
Keep it fresh. Roggi and Cox both rotate gifts throughout the year, roughly on a quarterly basis. In the colder months in Michigan, Cox will give away branded coffee mugs, seed packets and starter plants go out in the spring, and flowers are given in the summer.
Roggi gives out the sunglasses in the summertime, that’s been the most popular item the shop has given away. In the winter, Roggi he’s given out mugs with hot chocolate and candy canes inside.
The idea should be that every time the customer comes into the shop, they are receiving something different. Depending on how often you’re scheduling cars for regular maintenance, that can be a good barometer for switching it up, Roggi says.
At Roggi’s shop the letter reads: “Thank you for trusting us with your vehicle. We are thrilled to have you as part of the Roggi family.” During COVID, Roggi added an extra sentence along with giving out the sunglasses that said “Brighter days are ahead.”
“That little bit of personalization goes a long way,” he says.
API Receives Request for New Gasoline Motor Oil Specification
Evaluation of Potential ILSAC GF-7 Has Begun
BY JEFFREY HARMENING, AMERICAN PETROLEUM INSTITUTE, SENIOR MANAGER – EOLCS/DEF/MOM
Throughout this year, we have updated you on how new engine oil specifications are developed. In our August column we let you know that API had submitted a request to the Auto/Oil Advisory Panel (AOAP) and the API Lubricants Group to add SAE 0W-8 and SAE 0W-12 viscosity grades to the current ILSAC GF-6 specification. ILSAC GF-6B is currently applicable only to oils meeting the SAE 0W-16 viscosity grade.
As of this writing, the AOAP is evaluating the request and, if accepted, they will undertake the technical efforts of adopting the new viscosity grades into the category. The API Lubricants Group will work in parallel to make changes to API SP to match with ILSAC GF-6. We expect the SAE 0W-8 and SAE 0W-12 viscosity grades to receive quick approval and hopefully be ready for first license by API by the end of 2022.
The request for this change occurred in part in anticipation of the recent development of a new gasoline engine oil specification. In August, the International Lubricants Standardization and Approval Committee (ILSAC) formally requested that a new gasoline engine oil specification be developed. The request was made to the Co-Chairs of the AOAP and the Chair of the API Lubricants Group. The AOAP has begun the evaluation process of the specification, which is expected to be called ILSAC GF-7, and which would eventually replace the current GF-6 specification. The desired first-licensing date from API is requested to be no later than the end of Q2 2028.
The goals for the new specification include a number of elements that need to be addressed as engine technology changes and requires oils that can meet increasing demands and more stringent EPA and CARB requirements. These include the following: • Maintain backwards compatibility • Evaluate ethanol fuel impact on tests • Inclusion of SAE 0W-8/0W-12 Low Viscosity Oils • Protection for future EPA/CARB requirements
The new specification is being requested with the following improvements: • Replacement Sequence V & VI engine tests • The Sequence V sludge test has been using the same engine since GF-4. The engine components are in short supply, and there is a need to update the test procedure to better reflect current engine platforms. The Sequence VIE/F Fuel Economy tests also require an updated engine platform. • Improvement to Sequence IIIH - Oxidation and deposits test • Increased oxidation protection • Resolution of Sequence VIII - Corrosion test • Evaluate the test for possible removal • Review of Sequence IX - Low-speed pre-ignition (LSPI) test • Review due to potential end of component life • Introduce a stand-alone Aged Oil LSPI Test to ensure mitigation of pre-ignition throughout the drain interval • Review of Sequence X - Chain wear test • Review due to potential end of component life • Seal Test changes • Keep/replace/add new seals • New/modified Bench Tests • NOACK Volatility (ASTM D5800) • Oil gelation/filterability (ASTM D6795) • Sulphated Ash (ASTM D129 (was D874)
These requests will help the industry be prepared for advances in engine technology that will require low viscosity oils that can manage increasing demands. Adding the new low viscosity oils now makes it easier to have them included in GF-7 and hopefully can help reduce the time needed to test and prepare for the new specification.
API PC-12 Development
The development of API PC-12 engine oil for diesel engines is continuing. The request for first licensing date from API is no later than January 1, 2027. This coincides with the anticipated 2027 implementation date for EPA and CARB heavy-duty on-highway regulations. This is similar to the PC-11 licensing timeline which resulted in the current API CK-4 and FA-4 categories. The current C subcategory will maintain its backwards compatibility and the new F subcategory is intended to replace FA-4 and does not need to retain backwards compatibility.
API will continue to provide updates on the development of new gas and diesel engine oil specifications. If you have questions or need additional information, contact the API Engine Oil Licensing and Certification System at eolcs@api.org or find us at api.org/EOLCS.
To Get Ahead of the Next Disruption, Pay Attention to the Essentials: People and Product
BY BILL BEYERLE, AUTOMOTIVE INSTALLED SALES MANAGER, CHEVRON LUBRICANTS
ANGI SCHOOLCRAFT, LEAD MARKETING SPECIALIST, CHEVRON LUBRICANTS
Among the many lessons we learned from the pandemic is that you always need to be prepared for the next disruption. Regardless of the economic climate, there are fundamentally two things you need to stay in business: people and product. And these days, both are in short supply. Welcome to the new normal!
As quick-lube and auto repair shops try to return to “business as usual,” it is important to acknowledge what has changed. Our customers are telling us that recruiting and retaining good employees is one of their biggest challenges. The labor shortage across all industries has been widely reported, and competition for skilled workers is fiercer than at any time in recent memory. Gone are the days when people felt lucky just to have a job. With unemployment at record lows, workers feel they have more choices. You’re not just competing for talent with other shops or chain operations, but with other occupations and large employers like fulfillment centers and warehouse stores – businesses that can afford to advertise that they’re hiring and offer well above minimum wage.
It’s time to get creative with your recruiting and hiring practices. A “help wanted” sign in the window is not enough. Get the word out through social media and your business network. Utilize job fairs at local schools or in the community, especially those that have automotive trade programs. Be open to consider candidates whom may lack the experience, but have the right attitude and a willingness to learn. While experience is always preferred, skills can be taught. And don’t overlook your current employees – they may well be your most effective recruiters. Offer referral bonuses and incentives for spreading the word among their friends.
Speaking of your current employees, what can you do to minimize employee turnover and relieve some of the pressure to hire? While offering competitive wages is an effective way to retain employees, they also want to feel like valued members of a team. They appreciate flexibility to tend to personal matters. They want to work for environmentally responsible employers. Be sure you are creating a work environment where people feel they have a voice. Consider having a long-term incentive plan such as profit sharing or a bonus system and advancement opportunities that encourages people to stay longer.
On the product side, you don’t want to get caught without supply. Proactively reach out to your suppliers before your inventory starts to dwindle. Ask them about their supply outlook and whether they are having any problems getting product. This is a good time to explore new relationships and line up some back-up suppliers, so you have other sources to turn to.
The labor shortage and supply chain issues are exacerbating the other big challenge impacting businesses today: inflation. Though it appears to be slowing down, higher prices may be with us for a long time. If your cost of doing business is going up, you will most likely have to pass it along to customers to maintain profitability.
Business as usual is clearly not what it used to be. Your ability to weather an inflationary cycle, an economic downturn, supply chain disruption, or another global health crisis starts with anticipating it before you have to. Make sure you have the basics covered so you can keep your business running and profitable.
Bill Beyerle has been with Chevron Lubricants for more than 25 years and is currently the Automotive Installed Sales Manager. You can reach him at BillBeyerle@chevron.com.
Angi Schoolcraft has been with Chevron Lubricants for more than 19 years and is currently the lead marketing specialist supporting Havoline® , Havoline xpress lube®, Chevron xpress lube® and Techron®. You can reach her at angi.schoolcraft@chevron.com
How To Select The Right Automatic Transmission Fluid (ATF)
Many new vehicles perform better with synthetic fl uids, so most ATFs on the market are now blended with synthetic base oils, but there are still some types that can operate on a conventional formulation
BY JIM CHANCEY, DIRECTOR OF AUTOMOTIVE PRODUCTS, PHILLIPS 66® LUBRICANTS
Automatic transmissions are more e cient than manual transmissions but are more mechanically complex. There are a lot of di erent pieces all working together, and, if they are not properly maintained and protected, they are expensive to repair. It’s important to choose an automatic transmission fl uid (ATF) that will keep the transmission protected from damage and ensure it achieves optimal fuel economy and performance.
SELECTING AN AUTOMATIC TRANSMISSION FLUID
In automatic transmissions, the ATF keeps the transmission cool and lubricated, and functions as a viscous fl uid that transmits power from the engine to the transmission. It lubricates the mechanical components in the transmission, helps maintain fl uid pressure, conditions the gasket, and prevents oxidation and rust. Without the right ATF, the transmission is at risk of experiencing severe wear and tear that can put the entire vehicle out of service.
Automatic transmission fl uids will have di erent viscosities, friction coe cients, and additives that will impact which types of vehicles they should be used in. The makeup of the transmission fl uid protects the transmission and enables improvement in fuel economy.
CHECK THE OWNER’S MANUAL
When choosing a transmission fl uid, the fi rst place to consult is the owner’s manual for the vehicle. The best ATF will depend on the year, make and model of a vehicle, and its type of transmission.
Phillips 66 Lubricants can you help you fi nd the o cial OEM recommendations for virtually any vehicle type, at LubeLookup.com.
Types of ATFs
There are several different types of fluids available for automatic transmissions:
• Ultra-Low Viscosity (ULV) Automatic Transmission Fluids
[DEXRON ULV (GM) / MERCON ULV (Ford)]: ULV is an ultra-low viscosity for the highest level of fuel economy performance. *New specification* • Low Viscosity Transmission Fluid (DEXRON VI and MERCON LV): First generation low viscosity fl uids introduced for better fuel economy. • Continuously Variable Transmission (CVT) Fluid: For a range of CVT transmissions. • Multi-Vehicle Synthetic Transmission Fluid: Recommended for older (mostly pre-2006) vehicles that require a higher-viscosity fl uid. fluid every 60,000 to 80,000 miles. However, the exact mileage will depend on the vehicle’s use – and there is no harm in changing the fluid before it hits that mark.
If the transmission fl uid isn’t changed at the recommended interval, the lubricant is at risk of becoming less e ective over time. Transmissions are particularly susceptible to rust and corrosion, so it’s important to make sure the fl uid is fresh and working as it should be to prevent wear and tear.
CHECKING AUTOMATIC TRANSMISSION FLUID LEVELS
Most transmission failure is the result of overheating, which is usually caused by low fl uid levels or depleted fl uid due to a lack of regular maintenance. If fl uid levels are too low, it can lead to permanent damage to the transmission and an expensive repair or replacement.
Always look for signs of leakage on the ground under the parked vehicle and check for leakage every time the oil is changed. If the vehicle has a dipstick, you can easily check the transmission fl uid level. For newer transmissions without dipsticks, repair shops should assess the levels and make sure there are no leaks.
WHAT IT MEANS FOR INSTALLERS
Having an oil supplier with a full range of transmission fl uids that meet all major OEM specifi cations will help you serve a broader set of vehicles. New transmission designs from automakers have created additional specifi cations that are important to know and recommend to your clients. Phillips 66 Lubricants has created a trusted line of ATFs through close OEM relationships and ongoing research and testing. Make your shop more e cient with fewer products that cover more transmissions on the road. Contact us at Lubricants@p66.com or visit LubeLookup.com to fi nd a recommended ATF.
VersaTrans® ULV is a newly introduced full-synthetic, ultra-low viscosity ATF approved for MERCON ULV for use in passenger car and light truck automatic transmissions that require a Ford MERCON ULV or GM DEXRON ULV ATF. VersaTrans ULV helps provide the best fuel economy performance over other ATFs and is one of the very few licensed transmission fl uids that is Ford MERCON ULV approved and can be used in DEXRON ULV applications as well.
The Value of Listening
BY AMBER KOSSAK, CEO OF SOLID START
A vital component in life is having good communication skills. If we have poor communication, it can cause tension, mistrust, misunderstandings, frustration, and strained relationships. However, good communication is fundamental in having effective outcomes, both inside and outside the workplace.
Though we can obtain more effective results by improving both our speaking and listening skills, I am going to focus on listening.
In business, when managers are poor listeners, it undermines a team’s morale. It makes them feel that managers don’t care about them. When a staff member is a poor listener, it can undermine a manager’s confidence in the team. In short, listening is an essential skill to master in whatever role you play.
Listening is not as easy as it may seem. In the late 1950s psychologist Carl Rogers coined the term “active listening” rather than locking on to the words being spoken, we need to use our perception and try to understand the other person’s point of view. Therefore; “active listening” involves intentional focus and undivided attention, which is not easy today.
Whether we are the one speaking or listening, there can be a variety of barriers with communication. First, we might have our own inner distractions, a meeting at work, a deadline, or family life. We may even be distracted by our internal thoughts: “Where is this conversation going? Is this really important? I have a lot to do!”
REMEMBER: “Listen with the intent to understand, not the intent to reply”
In many conversations there may be no listening at all as everyone thinks about what they are planning to say next. Think about this, when we take the time, little to no distractions and demonstrate “active listening”, we are helping the other person. Be kind! You might not know what the other person is going through.
Listening has benefits for our customers – creating a value & respect!
Sometimes non-verbal facial expressions or body language can interfere with the message being communicated. Are you portraying with your facial expression or body language a closed-door policy? Communication comes in all forms. If we do not show we are ready to listen, how do our customers feel? How do our employees feel? Listening helps affirm another person’s value. It shows respect. Being a good listener builds trust and helps the other person feel more comfortable knowing that you understand.
Failure to listen can have unintended consequences!
Listening is key to understanding. This is why good listeners make better decisions. What’s more, people have respect for you when you are an “active listener”. Remember it creates value.
Practical Tips
• Be aware of your non-verbal communication. (Distractions) This could be looking repeatedly at your phone or computer monitor while engaged in conversation. Don’t do it. • Seek clarification of what the other person is trying to say. Ask questions if necessary, never assume you understand. If you are receiving direction, make sure you understand the end goal. Confirm what you’ve heard by relating in your own words how you understood the conversation. It’s like a handshake. This will lower the anxiety level when both parties feel affirmed and on the same page. • This is a big one. Train yourself to not emotionally engage or respond until you fully understand what is being said. Also, make sure you withhold judgment until all your questions have been answered. • With customers, it is important to always strive to make them feel that you are on their side. You can do this by listening, building trust, lowering their anxiety. We all know this but it is a good reminder, make your customer happen and you will have a customer for life.
We mentioned communication as being a vital part in life. Without listening you cannot truly communicate. Of course we can get through life without being a good listener but if we want to be better than we were yesterday then we need to “Listen with the intent to understand, not the intent to reply”.
Amber Kossak is the CEO of Solid Start, manufacturer of True Brand Products. She has been in the automotive industry for almost 30 years and is serving on the AOCA board of directors. She can be contacted at kossak@solidstart.com. For more information please visit solidstart.com.
SHIFT PROTECTION AND FUEL ECONOMY INTO ULTRA HIGH GEAR.
VersaTrans ULV provides your customers with a MERCON-licensed ATF to service newer Ford Explorers, F-150s, Expeditions, and Mustangs.
One of the very few approved Ford MERCON ULV licensed products, VersaTrans® ULV ATF provides long service life and consistent smooth shifting in modern transmissions. VersaTrans ULV ATF is engineered to meet the needs of 2018 or newer Ford and GM vehicles with 9 and 10 speed transmissions where ULV uids are recommended. Designed to speci cally help increase fuel economy. Scan to learn more about VersaTrans ULV and its applications.
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