This is
the auto-shop of my mechanic. The ignition on our car went bad, so it needed
fixing immediately, and after one day in repair, I came here yesterday to pick
it up. As you can see, from the outside it looks like the typical auto-shop
that you can find all around Mexico, except for one thing that makes their experience
good and worth talking about. The ‘stage’ (as Disney calls the area where
services are rendered) is not like a Grease Monkey franchise, well lit, neatly
organized, with up to date technology and equipment. They don’t have a logo or corporate image
designed by a specialist, and they seem to not need it, their shop is always
full. Word of mouth is their best marketing and advertisement because of their
great reputation of being highly professional. And yesterday I was reminded why.
What they do have, and what makes their experience a decent one, worth to
return when needed, are the well thought, effective processes they have
designed for their shop. From the way they receive your car, the way they
report to you the diagnosis, the way they welcome you when picking it up and pointed
to the service counter, to the way they dispatch you, they have strengthen what
are the foundations of great service experience.
A lot of
people think that having a flashy state-of-the-art ‘stage’ is the way to make
memorable experiences happen. Far from true, what really helps a brand
experience be worthy of returning customers are the processes, because they
make it consistent. Each and every time you can expect certain standard, and if
that standard meets your expectations, you will be out as a satisfied customer
and will be returning the next time.
An
important note is, highly effective processes are designed, but they are born in
concept from the philosophy of the organization’s leader(s). As Disney Parks or
Starbucks are what they are thanks to their founders’ philosophy, with my
mechanic’s shop is the same. It would not be what it is if it weren’t for him.
Follow me on twitter: @Zack_gj
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