Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/148910
Editorial Word-of-mouth says it all You never know when hidden cameras are flming T he phrase, "Any publicity is good pubwith the throtle cable. A plastic connector, held licity" may work in the entertainment in place by a screw, was cracked. However, both feld, but it doesn't work in the retail he and the counterman used scare tactics to tell tire industry. Recalls and scandals are always the supposedly unsuspecting women it would bad. So is poor customer service. be illegal not to fx the problem. In addition, if Creative, targeted marketing and advertising it weren't fxed, the car could speed up and "kill can only take you so far. Ultimately, it must be people." As it turned out, the opposite was true backed up by performance. Tat's where wordof both their claims. of-mouth comes into play. Now for the "Ah, ha" moment. When confronted Let's face it, consumers are chaty. Histori- By Bob Ulrich with the ruse about the fuse, the counterman said cally, by any research I've ever seen, they tell a "I don't wish to make a comment and I do not lot more people about a bad experience than a good one. remember saying it (the vehicle) was going to crash or it With cell phone cameras and instant access to Twiter would cause a problem." and Facebook and Instagram, etc., you can't get away with Following the frst airing of the episode, the Goodyear anything. A bad experience at your tire dealership can store manager called and apologized to the woman techbecome big news in no time. nician. "We are reviewing our service policies with all Imagine how the store manager at Goodyear Tire & associates at the store to make sure they are familiar with Rubber Co.'s company-owned store in Commack, N.Y., the proper way to service our customers," he wrote in a felt recently when an unannounced visit from television follow-up leter to her. reporters caught his employees in a series of lies. Ten Goodyear Chairman, CEO and President Rich Te undercover investigation was planned for ABC's new Kramer wrote his own leter to her. Here are some excerpts. television program "I assure you we do not tolerate such behavior. Te two "Te Lookout." Te individuals in our Commack store are no longer with the report gave the dealer company. Teir behavior does not represent the outstanding a black eye. work done by our associates at more than 600 Goodyear Billed as a "survival retail locations across the country. guide to the modern "As regretable as this incident was for Goodyear, your consumer jungle," the experience provided us with an important reminder that show sent a woman we must treat every customer fairly and honestly, with reporter — along no exceptions." with a trained woman If an undercover television crew came to your store, technician and the would you pass a similar "inspection"? Is your store clean obligatory hidden and atractive? Are your restrooms mom-worthy? cameras — to the "I use radio and billboard advertising, but a lot of my store to check out marketing comes from operations," says Parham Parastaran, customer service. president of Nona Inc. in Champaign, Ill. Parastaran runs Two cars w ith 11 tire stores in Illinois under various names, including blown wiper fuses Fast Tire Car-X Auto in Antioch. were brought in separately. First, two men took their "I try to really impress people so they will tell other vehicle into the dealership claiming the wipers wouldn't people. I don't want to just sell tires, I want to entrench work. Te technician discovered the problem and replaced myself in those communities. Tat's the way to do it. the $4 fuse for free. "I picture a customer leaving our store and going back A few days later, the women showed up with the same to his or her cubicle or place of business and saying, 'Wow, problem. On hidden camera, one technician replaced the I just went to Fast Tire and they really impressed me.' You fuse within a few minutes, explained a big wiring job was can't get any beter press than that." No, you can't. And lip service won't result in good necessary, and charged the women $53.50. Te counterman said the car needed an oil change. Te word-of-mouth publicity. women asked how he knew. "It's dirty," he said. AssumAlways remember: Te person who truly defnes customer ing ABC was above-board throughout the telecast (that service is... the customer. ■ includes the editing), the cameras showed the oil to be a brownish, golden color. If you have questions or comments, please email me at Finally, the technician legitimately found a problem bob.ulrich@bobit.com. 'Te two individuals in our Commack store are no longer with the company.' 4 MTD August 2013