Mazda Training manual — part 133

The Importance of Complaints

Curriculum Training

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Discuss in full group.

Your Notes

Make sure the delegates agree that the principal results will be:

1.

They won’t come back again

2.

They’ll tell others about the poor service, and they won’t come to you either.

3.

They disrupt the dealership and upset other customers.

2.5

Review of the Session

In this session we have examined the importance of complaints, why they happen and the
effect they can have on your business.

AC2 – SESSION REVIEW

Split the delegates into pairs and ask them to think about the three most important
learning points from this session.

Ask them to write the points down in the table below and be prepared to present
their findings.

If pairs come up with the same points, get them to add to the previous pairs’
comments. Coming up with the same points shows their importance.

Your Notes

End by asking delegates to turn to Session 6 and add any learning points to their
learning checklist.

The Importance of Complaints

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Curriculum Training

Dealing with Complaints

Curriculum Training

19

3. Dealing

with

Complaints

12 – Dealing with Complaints: Objectives

By the end of this session you will have:
• explored the Mazda method for dealing with complaints, and seen how customer

expectations can be managed

• reviewed your duty of care to the customer and the results if complaints are dealt with

incorrectly

• examined how complaints can be seen as opportunities to learn for the future
• reviewed the communications you have with customers, and how the right use of the

voice and body can improve them

• seen how complaints can be turned into opportunities to make sales.

3.1 Customer

Expectations

Customers want truth, good advice and good quality.

Complaints therefore arise from:
• Lack of Truth – obtaining a service different from that expected
• Poor Advice – being given information that causes cost or damage
• Poor Quality – not doing the job to the expected standard – including general

customer service.

Whatever the reason, customers have every right to have their concerns dealt with
promptly and professionally.

Their expectations must be managed – we must make sure that customers know exactly
what will be provided to them.

Be honest about this – if we raise their expectations too high, it will end in complaints.

Show the slide to highlight the need for customer-orientated processes.

13 – Fulfilling customer expectations secures profit

The road to short-term and long-term growth depends on increasing customer loyalty

▼

Increasing customer loyalty can only be reached by mastering customer-orientated processes

Dealing with Complaints

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Curriculum Training

3.2

The Customer Process

• Show the following slide and point out that:
• This slide illustrates the same typical customer process that was introduced in

the Basic course.

• This is not a course about process, but we need to consider how to provide

excellent service to the customer at every stage of this process.

• This process starts before the service department gets involved – but shows the

importance of meeting customer expectations that may have been set when the
vehicle is originally sold to them in Stage 1.

• The customer wants truth, good advice and good quality at each stage in this

customer journey – or they will have every right to complain.

14 – A Typical Customer Process

11 Invoicing

12. Customer information

& vehicle return

10. Repair order

processing and

Quality of work

3. Active Customer
contact

4. Appointment scheduling

Service

1. Delivery of the vehicle

2. Introduction of

Service Personnel

6. Complete repair order

with fixed price

8. Customer service

7. Workshop planning

9. Part pre-order

5. Personalised

reception

13. Customer follow-up