When Safelite® leaders announced plans for a cultural transformation aimed at achieving customer delight, Salt Lake City General Manager Brent Beck, who has been with the company since 1987, took it to heart.
“My leadership style changed,” Brent explains. “While we offered customer comment cards for many, many years, I don’t think we truly listened to what customers told us.”
“This transformation has been about realizing it’s ALL about the customer and that feedback from them is a gift. In the past, I spent a lot of time just focused internally… making sure vans were clean, uniforms were neat and so on. Now, I take a more hands-on approach with customers.”
What’s interesting about Brent’s story is that he wasn’t necessarily wrong before… it’s important to consider the professionalism of our service. But my shifting the lens he was using to view the company toward the customer, he was able to think about their overall experience.
“How you make a customer feel is important,” he says. “You have to show empathy. Buying auto glass isn’t really how someone wants to spend their hard-earned money. That’s why we have to go above and beyond.”
Common ways Safelite® goes above and beyond include call-aheads to notify customers of a narrower time of arrival and taking time to educate the customer about the repair or replacement process so they can recognize a quality job.
As a result, the Salt Lake City market has some of the strongest Net Promoter Scores in the company, ending 2012 in 6th place with 89.3%.
Brent stresses that this focus on customer delight gives Safelite AutoGlass® a competitive advantage.
“Many of our competitors can underprice us, but they won’t bring the same value to the table,” explains Brent. “Customers know that with us, they’ll consistently receive superior service.”