When Alex Perdikis took over general manager responsibilities at the Koons of Silver Spring Ford, Lincoln and Mercury dealership, he made a commitment to treat every customer like his only customer. This commitment to customer service and retention turned the Koons of Silver Spring dealership into one of the fastest growing in the Washington D.C. area in the last four years. At a time when many consumers bemoan the fact that customer service these days is nonexistent, Alex Perdikis and Koons of Silver Spring is proof that it still exists. How do they do it?

Customer Care is All About Service

The terminology may have changed, but customer care is still all about service. Customers today don’t have to be loyal just because a business is in the neighborhood. The Internet gives customers the tools to search for new businesses, shop for bargains and read reviews, both good and bad. Customer loyalty is lost in the blink of an eye. The key to great customer service begins when the customer walks in the door.

When Alex took over, customer satisfaction became the highest priority. He gathered a team of great people whose primary goal was to serve the customer. It doesn’t matter if a business is a dealership, retail or service business, employees, management and staff follow these techniques for great customer service:

• First impressions count. Warmly greet  customers with a smile. The smile applies whether the conversation takes place in person or on the phone. A smile and friendly attitude come across over the phone. It can’t be faked.
• Stay visible, offer help but don’t hover or enter a customer’s personal space. Avoid seeming overly friendly and familiar.
• Never judge by appearance.
• Answer questions truthfully and offer to find out if you don’t know the answer.
• Be discreet. If financing or a credit card is refused, don’t shout it out to the whole room. Keep your voice low and explain the problem away from other customers and staff if at all possible.
• Never discuss customers in front of customers.
• Call for help if people are waiting to be served.
• Say goodbye with a smile, even if the customer didn’t buy anything.

It’s About People

The importance of bringing a great team together that focuses on the customer can’t be underestimated. A well-defined customer service policy empowers  team members so they can handle almost anything without shifting customers to someone else. Loyalty is a person-to-person relationship. If customers know that someone is working for them, they have a positive experience and keep coming back.

Caring Community Service

Customer service is more than what goes on within the confines of a business. It’s also about caring for the community at large. A few years ago, when federal employees were on unpaid leave due to a federal government shutdown, Koons of Silver Spring provided maintenance services free of charge. As Alex Perdikis explained, “It was just the right thing to do.”