In the quick lube industry, consistency is a key component of the business. Customers have expectations when they bring their cars in for service, and once they become customers, that service should remain reliable.
There are a number of strategies a shop can utilize to ensure that each quick service visit is consistent. One method used by Costa Oil - 10 Minute Oil Change in Peachtree City, Georgia, is to do everything the same every single time a car comes through the bay. That has built the "out of the way," single bay shop up to a 400-car-a-month business in a year and a half of operation.
Task Callouts
A good experience can mean having a consistent experience, or that the staff goes over-and-above. Most shops strive for the latter. Even that extra special experience often has a base in consistent service such as a greeting.
"When I train my team, I say I want things to go this way every single time," says Ralph Brand, owner of the Peachtree City Costa Oil - 10 Minute Oil Change.
Service starts with a customer greeting when the car pulls in. This can even pull a technician away from working on another vehicle. Brand gives workers an easy way to recognize loyal customers by stamping loyalty cards with a heart. When a tech sees the stamp they can say, "Welcome back," even if they don't recognize the customer or the car. Then the customer is offered a bottle of water, especially in the Georgia summer heat.
"This is part of our every time routine," Brand tells NOLN.
Once service begins, communication between the technicians in the bays is an important function during servicing any vehicle. The systematic calls to drain, plug, and fill fluids ease workflow and also serve as a safety measure. Brand has scripted the workflow callouts. He's also had to revise the script on occasion.
In one instance, a customer sitting in the car heard the callout "finished," and proceeded to start the engine before the rest of the tasks were completed. The staff quickly alerted the customer to power down the engine and finished the work. That may stand out as an inconsistent occurrence and serves as a learning experience on what callouts work, and how to update a customer who has the key in the ignition.
The customer is listening. Brand says customers like hearing the callouts and the ability to keep up with what is happening with the service.
The script is consistent, and it serves a purpose. The callouts ensure that everything is done and done properly.
"It's very meticulous, and when I'm there I always stop them if they get out of order," says Brand. He finds it's worth it. "We get so many compliments."
Staffing Consistently
Consistency can begin at the job interview.
"I spent a lot of time interviewing candidates in the beginning, and I wasn't going to settle for anybody who didn't think the same as me in this respect," Brand says.
He doesn't just tell employees, "This is the way things are done," Brand takes the time to explain the reasoning so employees will understand the importance.
"I explain to them why it's a value. As soon as I explain the value, they accept it. They see things the same way as me," Brand details.
Waiting While You Watch
There are a number of options shops can offer customers while their car is being serviced. Many customers choose to sit in their vehicles while workers get under the hood – and under the car. Costa Oil 10 Minute Oil Change lets customers sit in their car, in a seat on the side of the bay, or in a small air-conditioned room that is also the employee break room.
Brand stocks the break room with snacks and drinks for customers and employees. Supporting the employees also helps keep that "every time" experience.
"Making sure my guys are in tip top shape as the day goes around, I keep snacks, whatever they want," explains Brand. "I need them to be able to have that same attitude. I want them to be as close every single time."
To battle the Georgia heat, the shop has an air-conditioned break room. Brand also added a freestanding A/C in the bay. The cool air actually blows on the chairs set up for customers. While the bay is open and he admits it is a somewhat futile effort for employees that are essentially "outdoor workers," it does offer some respite in the hot bay.
Customers who want to see the action have a number of options. The shop has a camera installed to capture footage of the service once the hood is lifted. The video appears on a screen that's visible from the car and the seats in the waiting area.
"I decided to put in a camera facing the engine in the bay and have the view up where the customer can see it," Brand details. Many customers—including young children—like to take a look under the hood as the service is going on, he says, and the technicians are happy to show their work.
Special Offers
It's rare for someone to go into Costa Oil - 10 Minute Oil Change and pay list price for their service. While the discount may not be the same each visit, it is a consistent offer that the shop practices.
"One thing I'm very consistent on, no matter who the customer is, you have to give them a discount," Brand explains.
When a technician goes over the service, he asks the customer a few questions to find a coupon or discount to offer. Is it a customer's first visit? Do they like the shop on Facebook? Is the driver a veteran? The franchise always offers coupons, and the shop wants to be sure customers take advantage.
"We are consistently trying to give value (to the customer) every time," says Brand. "We don't want them to drive away and look us up and see they could have gotten a discount."
There is always an opportunity for a custom discount when warranted. When a loyal driver has to wait for service because there are a few customers in ahead in line, or there is a delay due to extended work on a vehicle, the customer may be surprised to get half off service for the inconvenience.
"As soon as we know we have a delay, we go out and talk to anybody there. We tell them how long it's going to be and offer an extra discount,” Brand says. "We want to make people understand that we value them, and we value their patience."
The quick service shop is off the town's main street and has attracted a diverse set of drivers and vehicles. The shop stocks oils for high-end cars alongside standard oils and supplies. It is not uncommon to see a luxury sports car drive up. The treatment, however, remains at that level.
"We make sure we treat every customer identically, no matter what they're driving, no matter who they are," Brand states.
