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sion of Elite Auto Service to deliver extraordinary service to our customers and opportunity to our employees, while never compromising our ethics or our responsibility to society.” Rule #2. Offer and deliver a good value. I’m not suggesting that you be the lowest priced or the highest priced in your community. But, I am suggesting that you deliver a good value in return for the price you charge. Companies that charge more than they should just because they typically discover that their profits will go up in the short term, will lose their customer base at the same time. Great companies are competitive, not greedy, and that is why they become, and remain, great companies. Rule #3. Hire the Superstars. The success of your company, and your ability to retain customers over the
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years, will be dependent on the people who work with you. As I’m sure you will agree, just being good is no longer good enough, so you need to have employees who truly are superstars. I can only hope you bear in mind that whenever someone buys a product, they will always remember the product, but whenever they buy a service, they will always remember the people who are providing the service. Simply put, your customers’ impression of your business will be only as positive as their impression of the people who work with you. Rule #4. Provide consistency in the experience. Great companies such as McDonald’s, Starbucks and Nordstrom all understand the importance of consistency in service. With any of these companies, before you step into their stores you already have an expectation of what the experience will be.
September|October 2013
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