Customer relationships and value are especially important in today’s tough economic times, when more frugal consumers are cutting back and spending more carefully. “The challenge facing us is not just one of consumers being more-value conscious,” says one marketing consultant. “It’s how we gain … a renewed relationship with consumers who have less inclination to listen to [companies with whom] they do not have strong and valued relationships.” Kotler, Pg 2. A time that I recall having great customer service was buying a vehicle from Honda West. The month prior I was dealing with Desert GMC. At Desert GMC there was always this uneasy feeling in the pit of my stomach as my salesperson tried to switch me into a car that I supposedly could only afford after the original deal had been made. I just walked away from the deal feeling violated. In comes Honda West to the rescue! My sales specialist assisted me in finding the perfect car for my needs. I gave her my strict criteria for my budget which didn’t faze her at all. As she searched her database she offered me something to drink. I took her up on her offer and with her own personal money bought me a beverage from the soda machine. It didn’t stop there through the whole experience it was all about me. Was I hungry? Did I have any prior engagements to get to? Etc…When she found the car that fit my needs and we got to the lets make a deal part of the whole buying a car thing, there was no feeling of uneasiness. Really at that point it really didn’t matter what my budget was because I knew that I would be taken care of. Until today she calls to check up on me.
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