How to Keep a Customer After a Near Disaster
A few weeks ago, my 20-year-old Jaguar was in for routine service when the shop owner mentioned that I should put new tires on it. I left his place and took the car to a reputable tire dealer I had dealt with previously to purchase four new tires. I love the car and confess to pampering it.
After paying the tire dealer I drove about three miles at about 60 miles per hour and heard a loud bang. I wrestled the car to the shoulder and realized that my left front tire had fallen off. The mechanic had forgotten to replace the lug nuts. I called the dealer and he said that he would dispatch a truck right away. I called my insurance company to report the incident. The police came and I filled out a report.
Two dealer employees showed up within 10 minutes. They took the bolts off the other tires and secured the one which had come off. I observed body damage at the front wheel well and a scraping of the pavement from the spot where the wheel fell off.
I rode in their truck back to the dealer where I was greeted by the owner whom I have known for many years. He rushed to me and said I can’t apologize enough. He asked if I was OK and I nodded affirmatively. We spoke and agreed that if I can be made whole ASAP, we would go about our business. We said, if possible, we would keep attorneys and insurance companies out of the situation.
Over my business career I have had my share of litigation as a result of theft of our intellectual property, infringement of our patents or similar matters and I try to avoid it whenever possible.
He put the car on his rack and examined it and we agreed that it was safe to drive. On Monday, I took the car to my shop and got an estimate to repair the structural and engine damage. I was advised that I needed a new shock absorber, but should put on two so they would match in mileage. I needed new bearings and other parts and was given an estimate.
The next day I went to the tire dealer, gave him the estimate and he said he would take care of it, no questions asked. The owner of the body shop met us and gave me an estimate to repair the damage. I said there are other spots like the rear bumper which could use painting as well as some scratches under the right rear tail light which had nothing to do with the incident. I said I would pay for that work. The tire dealer said, no you won’t, I will.
The next Sunday evening I dropped the car at my mechanic who did the repairs the next day. The tire dealer picked up the car and took it to the body shop. I asked him about a car rental for whatever time the process takes. The tire dealer said that’s on me.
I’ve been the CEO of companies and I know that in dealing with people, stuff happens because we are dealing with people who are not infallible. Should the dealer have inspected his work. Probably. But there are too many important things in life to deal with without getting into needless battles and finger pointing.
What happened, happened. Would I deal with him again?
Yes.
In your business you and your people are going to make mistakes. The key to how things will work out will be your making every effort to make the customer whole and to show that you care. Every business from Boeing to Ford to VW to Wells Fargo to Joe’s Garage need to keep this in mind.
Why?
Companies take years to build an excellent reputation. I have dealt with this dealer before with no problems. He took full responsibility and showed a genuine concern for my well being and the value of my time. He acted as expeditiously as possible. He called me almost daily to keep me apprised of his progress. He stepped up to the plate.
What do you think?
Ira Friedman