The following quote was given to me by a friend named Mark who owns multiple shops:

“The challenge is to blend the technology in the front room with the touch so that you can create the trust to differentiate your company from your competitors. Trust goes beyond just simple human relationships these days.” ~ Kelly King, chairman, and chief executive of Trust Financial, formerly BB&T Corporation

As Mark and I discussed technology in the automotive world, he explained how he found that quote to sum up what we strive for.  I couldn’t agree more.

Technology is a great asset when used properly in a service-based environment. Too many times, people think they lose “touch” with their customers with technology. Sure, you will never speak to a Facebook or Google support person, but they also set a horrible example. In our shops, we can set the right example. We can shake a customer’s hand, listen to their needs, offer an Uber ride home, text status updates, text the DVI (Digital Vehicle Inspection), explain what needs to be done in a way that can be understood, send a Text-to-Pay link, and then shake their hand again if we want, or drop their key in the pickup box. We can recognize the inconvenience of having a broken car and offer the humanity their visit deserves, whether in-person or remote.

What we can’t do is point a customer to a check-in kiosk (while our advisor stays locked onto the computer), ignore that they’re in our lobby, decline ANY type of phone conversation forcing only text interaction, and not look them in the eye to say thanks for being our customer!

Touch with technology can equal the best level of customer trust!