Communication with motorists is the key to improving the customer experience.
That’s the message from the IAAF, which says that gathering more feedback on customer experiences at workshops is needed before a fundamental change of attitudes towards communication can take place.
The message follows the publication of the government’s response to the Motorist’s Forum report on customer experiences at MOT stations and garages.
The Forum’s report put forward 12 recommendations to the government on how to improve the garage customer experience.
IAAF Chief Executive Brian Spratt said: “In certain areas, the report and recommendations from the Motorist Forum sub-group included some contentious items. We’re pleased to see that the Roads Minister has taken a balanced view of where the sector can improve performance, and his understandable reluctance to impose heavy-handed regulation on the motor trade.”
One of the biggest points of contention in the report was the suggestion that all MOT stations should join an OFT approved code of practice scheme. Spratt commented that VOSA already has an effective method of measuring performance and applying sanctions to those who fall below the standard: “Membership of code schemes should be considered as a business decision, nothing more. We’re particularly pleased to see that the Government has accepted the principle that car servicing should be carried out by technicians who can be identified as having current competencies to do the job.”
Having taken over duties for the Right 2 Choose Campaign the IAAF says it has identified customer service experiences as a key angle from which to promote its cause. New IAAF President Graham Knight said: ““It is my vision that the great talent and enthusiasm that so many in our industry possess is harnessed, co-ordinated and directed for the greater good of raising the automotive industry’s profile among consumers.”