11.02.10: Why Toyota dealers could turn recall around
February 11th, 2010 by Richard Aucock
WE all make mistakes – they’re unavoidable, but it’s how you fix them that makes the real difference.
There are thousands of very angry Toyota customers out there right now who are driving cars they’ve got to take back to dealers for repairs. But if retailers are clever about this huge recall, they could actually enhance their reputation, not damage it.
Admitting you’ve made a mistake, apologising for it and fixing it swiftly is often enough to repair tarnished relationships.
And Toyota has handled this whole sorry chapter in its history very well. Information has been flowing steadily from head office and customers have been kept informed. What’s more, considering the sheer scale of the recall, the parts for the remedy have been swift to arrive with dealers opening longer hours to get the work carried out.
What’s so important now is how dealers look after these customers forced to return for work. There’s no doubt it’s going to be an inconvenience to these owners used to driving unbreakable vehicles, but if they’re treated courteously, efficiently and professionally – as all Toyota dealers will no doubt do – the damage done can easily be repaired.
Just think of the amount of people you tell when you’ve experienced a problem that hasn’t been resolved to your satisfaction – countless more, no doubt, than when you’ve had a problem that’s been fixed quickly and to your satisfaction.
OPPORTUNITY KNOCKS
Dealers could even use this as an opportunity. Imagine the amount of money you’d have to spend on a marketing campaign to get that sort of customer numbers through your door?
So why not let them use a newer model as a courtesy car while the repair is being carried out? You could explain the benefits of a service plan, or even show them how cost effective upgrading to a new model could be.
To be fair, the hard sell isn’t going to work – however nice you are there will still be some disgruntled owners out there. But by sorting the problem professionally and with as little fuss as possible, dealers can play a very important role in not only rebuilding Toyota customers’ faith in the brand – but actually enhancing its reputation too.
James