David P. Carlisle(http://ccsparethoughts.blogspot.com/2012/12/seinfield-at-your-local-dealer-my.html) that helps explain the “why” … why we, Carlisle & Company, need to focus on the transaction itself, and not just the processes supporting it (i.e., supply chain, sales, marketing, T&Cs, etc. … all that stuff we do). As expected, just before Christmas I received a notification from GM asking me to rate my Soup Nazi dealer experience. I told the truth and said that it was OK to send the survey to my dealer – I had already made up my mind not to go there anymore. I said that I had not received a trusting experience and would not recommend anybody go there. Well, a week later at 7 a.m., Steve, my very sensible Chevy dealer service manager, called me at home. He said he woke up at 5 a.m., went online, and was devastated to find my service survey … he knew me to be a long-time faithful customer. He was genuinely distressed and contrite as he asked me what had happened. I told him the story I related in the Soup Nazi blog. Our conversation reminded me of a time when my 70-year-old mother asked me what I did for a living. I told her I was a consultant. She replied, “No, really, I mean, really, what do you do?” We never connected that day. I never connected with my Chevy service manager either.
The service advisor told me he was charging $95 to check the “check engine light” code. I told this to Steve and said I could buy a device for $24 to do this with my cell phone. He explained the rationale behind the $95 charge. It made no sense to me. We did not connect. I told Steve that the service advisor called me and said my air filter was dirty and that he could replace it for $140. I told him that I bought an ACDelco replacement filter on the web for $38.59. Steve said his price for the filter was $75. I told Steve that his parts department was double netting the price and selling them to service for $75, and that service was nearly double-netting. We simply did not connect on this.
- The MyGuy website is up, running, and completely free.
- It speaks directly to Service Managers and Service Advisors, not down to them.
- It will leverage everything we have researched and what we know in this space – this is considerable.
- Although it targets only service operations, it is a shotgun blast that anybody in the service arena can use. Chains and IRFs, too. I’m OK with this.
- It explains what customers want, what to do, what the expected outcomes will be, and couples all this with quantitative research and best practices.
- It will use a lot of short videos – of customers, of non-dealer operators, and of best-practice dealers.
- It will be updated weekly.
- The only thing for sale on the MyGuy website will be MyGuy certification … and we aren’t pushing this very hard. Certification is like a church – you have to believe in God before you buy a cathedral.