Customer Satisfaction and Vocabulary

I stopped in at a local used car (Rogo’s Auto Sales to talk to the owner (Tim) about a set of keys that he was going to order from me.  A quick conversation with them gave me an idea for a blog post, so I thought I would share it with you.

I bought my first vehicle from this dealer about 6 months ago and I was absolutely amazed by their customer service.  They are small, they know me by name, and they can justify their pricing.  Notice that I didn’t say that they had the lowest price around.  When I had a problem with the new truck, they gave me a loaner and took the truck to the OEM dealership to get it fixed for me.  They didn’t have to do that, but Tim said that was how he wanted to make it right.  That is just one example of the customer service they provided.

I want our customers to feel the same satisfaction after working with PC Systems that I felt after working with Rogo’s.  I have to admit, one of the reasons I stopped in today was to ask about some new vehicles for my wife.  I want to buy from them again.

This morning, I overheard Tim and Kenny talking about how to look up my VIN number.  Kenny told Tim to look under “deals” in their computer database.  I pressed Tim on that a little bit.  I thought it was interesting that they call it “deals” instead of “sales”.  Tim joked and said that he hopes everyone thinks they got a deal there.

I don’t expect that anyone sat down and really thought out what they were going to call “sales” in their database.  Only employees look at it, so there isn’t any incentive or marketing gold to be had by calling it “deals”.  Rather, I feel this is just a reflection of the culture at the dealership, which is what had me excited in the first place.

Using terminology that frames up the customer satisfaction internally will obviously translate into using the same terminology while speaking with the customer.  This is always going to have an effect on the buying experience.  I don’t know if that was intentional at Rogo’s or not, but I thought it was worth writing about.  I’ll have to think about how we do that here at PC Systems (if we do) or how we can start doing it.  How about you?  Can you think of any way you use vocabulary that takes into consideration the customer’s point of view rather than the company’s?