Customer service got us where we are today

By Al Vinikour
MotorwayAmerica

(July 2009) With news that thousands of auto dealers will be closing their doors it reminds me of the sage words when industrial jobs started being shipped overseas: “Some day the United States will be one big service industry.” With America’s shabby record of customer service I grieve for our future.

One of the major contributors to our demise in customer service has been the auto industry itself – and it starts at the top. Graduating engineers, financial and business students begin their careers with great excitement and a conscientious work ethic. However, something seems to happen as their offices progress to higher floors – they lose touch with the face of their customers and begin worshipping drawings of ex-Presidents on pieces of paper.

The more important they become to the corporation (and to themselves) the more isolated they become from the public. Instead of listening to their customer base and addressing their problems the executives tend to listen to each other, usually discussing their pedigree and which Hampton they’re going to for the summer.

This repeated scenario resulted in shoddier products, but the only ones who seemed aware of it were the poor souls forced to purchase them. Since there was no real competition there was no incentive to spend good money on making things right. After all, the executives knew their cars ran great and never provided a lick of trouble — what was the problem? The answer is the disconnect between manufacturers and customers. Every day or so, executives' vehicles were taken by some underling to a central facility to get washed, gassed and checked out for any hint of something wrong. Chronic problems were well-known throughout the company so whenever a car was in for servicing the problem was either corrected or patched up until the next service call.

As if to make the joy complete, these auto executives were “way too busy” to have to go to a dealer and haggle with some salesman who would ask, “What will it take for you to buy this car today?” They missed the entire car-buying experience. And they further missed the experience of having to be late for work (and sometimes missing it entirely)…or leaving work early to pick up/drop off vehicles that need fixing – vehicles that will seldom be fixed right the first (or even second) time. And do not try to get a dealer you didn’t buy your car from to do any warranty work — in this lifetime.

Furthermore, they miss out on the opportunity to have a weekend or a vacation ruined because the family truckster that was counted on to make the trip is in the shop…and it will take a week or more to get the parts in.

In the early days every small town had at least one dealership — sometimes a variety of them. Each dealer handled one brand and because the hamlet was small everybody knew everybody else. There was a vested interest in making sure things were right because the dealership and its sales staff counted on repeat sales – where the steady money is. Being a dealer owner, salesman or mechanic meant being respected. However, as businesses and cities grew so did the chasm between executives and customers. Technology may have improved but the product but after money changed hands at the dealership all bets were off.

Management wasn’t 100% at fault — the workers deserve some of the blame. Granted, they can only build from the plans they’re given but the work ethic so prevalent in building this country declined to new lows. Factory managers were being systematically “flogged” to produce more but seldom did top management spend any time in the plants to witness first-hand what might need fixing or improvement to assist the workers in building more reliable cars and trucks. The prevailing attitude was, “No competition…no worries. Just keep building and quit your complaining!” And workers being workers they continued to complain…but added indifference to their job description.

Eventually some funny little cars from across the Pacific arrived with names like Datsun, Subaru, Toyota and Honda. Reaction in the executive dining rooms was about what would be expected…”Those pesky little bastards don’t stand a chance of competing on our playground.” It wasn’t long before the public took notice and those “pesky little bastards” went from being a novelty to vehicles the public put their trust – and hard-earned money – in. I don’t care how good your public relations department is, hype doesn’t mean quality but if the quality is as good as the hype then build it…because they surely will come.

It didn’t take long before Asian manufacturers not only gained a foot-hold in the North American market but achieved what virtually amounted to a choke hold.  As Asian brands proliferated they started building manufacturing plants in North America – most of them in the United States. One of management’s scapegoats for poor workmanship – American workers – became moot when other American workers started building vehicles that were designed overseas but manufactured here.

Quality did not vary one iota. The fact the workers didn’t belong to the UAW was immaterial. The reality that management also worked on the factory floor was. Dependable vehicles were commonplace. And when the finished products made it to the dealer showrooms the sales staff exhibited further professionalism commensurate what they were selling. Plus…they recognized who their financial support was really coming from.

It’s no surprise to those in the know that U.S.-designed vehicles have achieved quality almost on par with its foreign competition. However, after so many decades of deciding who the boss is – and it sure wasn’t the customer – it’s going to take a Herculean effort to turn it around – especially since good customer service has so long been the missing link. Let’s hope the new sheriff in town – the U.S. government – gets out of the way and gives the auto industry the freedom to use its newly-realized marketing plan because when it comes to customer service, the government makes the old U. S. auto industry resemble the Salvation Army on Thanksgiving Day.

It reminds me of the banner that hung over the park in the last scene of the movie, "On The Beach"…”There is still time, Brother."