Automotive Business Review February 2015 | Page 18

Customer C.A.R.E. by Dr Trilogy

Module

| sponsored by Federal-Mogul

Sixty Three – Real Customer C.A.R.E. Champions #1

We’ve had three examples of Customer C.A.R.E. Calamities, so before you
start to think that all I can see is bad service, I do give credit when credit is
due. Thus, I bring you the first example of a Customer C.A.R.E. Champion.
This is as related to me by the publisher of aBr.

H

He did have a spare, but it was a bit
old, and since he was only 60 km from
Bloemfontein, he decided to seek
assistance from a Bloemfontein tyre dealer.

e was on his way to the coast
from Gauteng, towing a trailer,
when one of the trailer tyres
disintegrated.

THE MIRROR IMAGE OF CUSTOMER C.A.R.E
Cardinal Crimes Cardinal Rules
1. Over Promise, and Under Deliver

1. Under Promise, and Over Deliver

2. Keeping Your Customer Waiting

2. Wait on Your Customer

3. Mushrooming Your Customer

3. Informing Your Customer

4. Losing Your Cool

4. Keeping Your Cool

5. Second Best is Good Enough

5. Only the Best is Good Enough

41091 FM-Motorparts_ABR_ad.pdf

1

9/17/14

10:40 AM

Customer is the rear end of the horse

Customer is sovereign

| words in action

16

Little did he know that
this was not going to as
simple as that. The AA explained that since
his membership was linked to his car, the
trailer did not qualify for assistance.
Then, the three Venter trailer dealers
contacted did not provide after sales
support. And the next three tyre
dealers he phoned were also not
interested in him, or his business.
Fortunately, he then contacted the
doyen of safety and standards in
South Africa, and an ex-director of
the RMI, Giel Steyn. Steyn lives in
Bloemfontein, and he contacted
Oliver Bande, and things were looking
up. They phoned the publisher on his
cell phone, ascertained his location,
and said that they would be there
within the hour. Thirty five minutes
later the marines arrived, and another
thirty minutes later the tyre had been
replaced. Problem solved, with a
minimum of fuss. Let us examine
Oliver Bande against the Mirror Image
of Customer C.A.R.E.

FEBRUARY 2015