Technicians Shouldn’t Communicate with Customers
Personal video messages are excellent for use in after-sales. However, sometimes, their use leads to some resistance from managers, who say that technicians are not trained to speak with customers. But! This is precisely the strength of video messaging in after-sales.
Imagine that you are out for a fancy meal in a beautiful restaurant, and the dish on your plate is really fantastic. You are curious about what went into it, and how it was made. So, who would you rather hear from? The kitchen porter, the waiter or the chef? Some restaurants even have a ‘chef's table’ available for their customers. You watch live during the preparation of the dish, you can talk with the chefs directly, and the food is also served to you right there. A real, authentic experience.
The customer central
Back to the car company. There is sometimes mistrust in after-sales. Especially when it comes to expensive, unexpected repairs. The customer knows that when it comes to the service manager or the salesperson, there is always a commercial interest at play. However, this is not the case with the mechanic himself. The mechanic can describe the technical details and simply explain the problem, as well as the solution. The customer would far rather hear this explanation than a potentially ‘commercial story’ from the service manager or salesperson. An authentic explanation, that makes it immediately credible.
In the introduction we already indicated that we sometimes hear that the technician is not trained to talk to customers. That is a strange assertion. Qualified technicians have, in fact, learned in their training to convey technical information to customers. Many technicians’ training includes a practical assignment in which they will have conversations with customers. Perhaps they don't do it very often, though. Or, perhaps their workload is so time-intensive that they spend the majority of it tinkering, that is possible too. In that situation it actually makes perfect sense to have the mechanic make a video message. For example, to ensure that the customer chooses the most efficient solution for complex repairs. That saves time. The mechanic as director; technicians really appreciate being in direct contact with the customer in this way.
Nice to do
We regularly receive enthusiastic responses from the market from mechanics (and service managers) who were initially not eager to jump, but who nevertheless took the plunge. And what do they tell us? Well, that it is a lot of fun to do! The technicians in particular very much appreciate having direct contact with the customer in this way.
There are also video coaching modules for after-sales. Every beginning is difficult, so it is nice if someone is there to help you out from the start. In this way, we teach mechanics how to best build a story for the customer; to explain cause and effect, what language to use and what to avoid, things like that. Although, it should not be too streamlined of course. If the explanation sometimes starts a bit clumsy and faltering that is definitely okay; the customer will experience it as credible. As soon as the story gets to the mechanic's field, the story is told with passion. The explanation is totally natural. The customer feels that too. So; no more doubts about whether that repair is really necessary.
Does your after-sales department not yet have the option to send personal video messages? Then contact us (https://www.ventavid.com). We would be happy to show you what is possible.