Customer service is perhaps the most important part of a business. In fact, 80 percent of lost business is the result of failed customer service rather than poor quality.

Consumers consider service to be one of the four most important factors in selecting a company to do business with, and they do not mind paying more for exceptional service. However, good customer service hardly happens overnight. It requires competent employees with skills that are learned and improved over time. Fortunately, customer service can be easily and greatly improved at a fast lube through the use of an unlikely tool--a computer system.

Using the computer

In reality, a computer is one of the most powerful tools an operator has to make customers feel important. From the time they enter the site to the moment they leave, customers are assisted in some way by the computer system. Whether it's by keeping track of customer visits or speeding them through the checkout process, the computer should benefit the customer. But an effective computer system is only as good as the business' customer service. Employees committed to excellent service can be the key to returning customers. Once you provide employees with basic customer-service training, incorporating a state-of-the-art computer system can go a long way to increasing customer satisfaction.

Personalized service.

What makes a customer feel more welcome than greeting him by name as he drives in for service? The service writer can use a computer to obtain all of the customer's information just by entering the vehicle ID. He can see everything from a customer's name to his vehicle's service history, with just the touch of a button. This allows him to take part in a more personalized interaction with the customer: "Hello, Mrs. Bentley. Thanks for coming in today. I see the last time you were in you had a full-service lube. Would you like the full-service lube again? I see it's been a year since you had a radiator flush. Would you like us to check that for you today to keep you within your warranty specifications? Are you interested in any of the other services we offer? We'll go ahead and enter your carwash information here as well. Feel free to relax in our waiting room while we complete these services. And you can pay for everything there too."

Speed.

The right computer system allows an operator to be more informed about his customers, which in turn gives him the ability to provide better customer service. A computer allows users to greet customers, offer them services they typically purchase, and send information to the lube service bays, carwash tunnel and the cash register all at once. This saves employees time, which means vehicles are serviced quickly and business runs more smoothly.

Time is extremely valuable to customers.

The more operators respect their time by providing efficient service, the more satisfied they will be--and the more likely they'll be to come back.

Repeat customer programs.

The computer makes it easier than ever to offer volume discounts to wash or lube customers. Forget the days of making customers keep track of receipts or carry around a punch card. The computer can track the number of visits a customer has made, services purchased, what reward he will receive and when he should receive it. As customers pay for their services, they get a simple reminder of the number of visits they have made, and how many more they need to get a free wash or a discount. For example, "Mrs. Bentley, I see this is your tenth visit. The next time you come in you will receive a complimentary full-service wash."

Direct marketing.

Personalized service doesn't end when the customer leaves the site. A computer allows operators to send customized thank you cards or coupons: "Thank you for coming in, Mrs. Bentley-- receive $2 off your next lube." Operators can also send them a coupon for a free wash when they come in for a full-service lube. Without a computer, an operator could spend countless hours gathering and compiling the information needed to prepare mailings. A computer dramatically reduces the time it takes to gather detailed information and simplifies bulk mailings.

Quality service.

A computer system also allows management to be better informed about services requested and performed. As much as we would like to avoid problems, they occasionally occur. If a customer is upset because his expectations weren't met, the computer system can answer a lot of questions. It can tell an operator which services were requested, which were actually performed and how much he paid. It can also tell the operator the time of day the services were performed. Was it a busy time? Who wrote up the services and who rang up the customer? The computer enhances management's ability to handle customer complaints and warranty issues in an informed and professional manner.

Choosing the right system

The key to using a computer to improve customer service is the computer system itself. When the time comes to make a decision about which computer system is right for a business, operators should look long and hard at the depth of each system. They should ask questions about the features and benefits, the speed of processing, the integration between profit centers and the available customer-service features. An operator should find out what kind of customer service the computer vendor offers. How available are they to answer questions? Customer service should be as important to them as it is to the operator.

In the end, customer service is the key to attracting new customers and keeping them coming back. Investing in a powerful computer that allows management to excel in customer service not only increases customer satisfaction, it improves an operator's bottom line.

John Antonis is vice president of sales and marketing for Integrated Services, Inc. (ISI), Portland, Ore. He can be e-mailed at isi@ints.com.

• Reward employees for exceptional customer service.
  
• Hire mystery shoppers to test the quality of services offered.
  
• Give customers an outlet for comments and complaints, such as an 800 number or e-mail address.
  
• Make customer service an important part of training.
  
• Conduct frequent customer surveys to gauge satisfaction.
  
• Constructively share both positive and negative customer feedback with employees.
  
• Send employees and/or managers to customer-service seminars and workshops.