Better Service Marketing With Total Quality Management

Total Quality Management (TQM) having made its mark in the manufacturing measures

of many businesses has had a lasting effect: products have never been of a better quality than they are today. This fact is aided by effective management and is covered on good leadership training courses.However, suppliers continue to leave the quality of services to chance or to the level of commitment and care of the individual salespeople.The following example of a garage illustrates how you can introduce Total Quality Management in the service sector.The arrival of the clientThe correct order acceptance begins a day before the agreed deadline: contact the client and make sure that they have not forgotten the service date or make sure that nothing has arisen to prevent this taking place.The actual service within the company itself begins by you showing the way that will eventually lead the client to placing the service order. In many service companies this is where the first obstacles tend to arise.You must make sure that your sales people are aware of any service order the client has placed. This is particularly important during low staffing periods as your salespeople are busy with other matters and are not, therefore, necessarily ready to receive the service order.During particularly busy times you need also to ensure that clients are dealt with 'properly'. There is nothing more annoying for clients than to see someone who came after they did be served first.Taking the orderYou have to find out what it is the client wants. If you have not established a sensible line of communication between your salespeople and your clients, this may well lead to expensive mistakes for both sides. Instruct your salespeople to repeat the client's wishes in order to avoid misunderstandings. Communication is a key factor and it is also a core subject leadership training courses.The best solution is often for the client and service staff to carry out a joint inspection of the subject of the service. It is often a lack of clarity on the part of the client that creates difficulties in the service. "There's something wrong at the back on the right hand side", "It's not gripping properly", etc. are typical examples of this.In this situation, your service staff need to have both technical and communication skills: they have to identify the problem correctly and explain what the problem is to the client in plain English! They must also be able to estimate the time it will take to service and the cost of repair. Make sure that your service staff receive regular training in these skills.The last step involved in taking an order is the concrete client contract. Here you need to ensure that the client is convinced of the necessity of every repair and does not feel cheated in any way.When possible, work with written orders which list all the agreed service repairs.No matter how a client rejects your opinion of what work is necessary, always explain the potential consequences of their choice. Whatever their opinion, never use a threatening tone of voice ("Just you wait...!"). What is needed is professionally objective advice.Arrange with the client whether you are to phone them when the work is complete or when they will be able to call by in person. If they decide to call in person make sure that a competent service representative is available.The repairsThis is where the client and their car part company: the client leaves the garage and the car goes to the repair workshop. Maintain contact with the client during this time. If your mechanics discover further problems with the car during this time, make sure that a member of your service personnel contact the client and discuss the situation with them. If the car is ready sooner than expected the client must be informed of this.CollectionThe first thing the client receives when they arrive to pick up the car is the invoice. This should be clear, comprehensible and detailed. A competent service employee should be on hand to answer any questions the client may have concerning the invoice.Make sure that the client gets their car back in a neat and tidy condition. It is customary to give the client a 'free' car wash following a main service. Clients appreciate such a gesture.The client will only know in a few days' time whether they are satisfied with the repair work.Tip: Leave a client satisfaction questionnaire in the car and ask the client to hand in the completed questionnaire the next time the car needs servicing. Alternatively call the client two to three days following collection to verify that they are pleased with the repair work that has been completed. This way you will give the client the impression that they are important and that you are taking their opinion seriously. You will also find out about the quality of your service work. This hard work by staff should be supported from the top as taught on all good leadership training courses.

Better Service Marketing With Total Quality Management

By: Richard Stone

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