Marinucci: Housekeeping can boost customer loyalty

Tidying up vehicles boosts customer loyalty by exceeding their expectations.

Basic housekeeping such as cleaning a vehicle or fixing nuisance problems adds value to otherwise mundane maintenance or repairs.

All too often, motorists do not see or feel the results of vital services or repairs. Service personnel easily forget that no matter how vital the maintenance they did — no matter how cost-effective the repairs they made — customers may not notice any change in their vehicles.

Sadly, that is a fact of life in the world of automotive repair.

However, experience has shown that motorists usually recognize housekeeping steps because they see, smell, or feel improvements in their vehicles.

What's more, housekeeping scores points with customers because people love pleasant surprises — even the small ones.

Two things can be true at the same time. For example, top tire dealers and smart service shop operators monitor and account for their technicians' time out in the bays.

Meanwhile, savvy owners and managers constantly look for cost-effective ways to improve customer loyalty.

Housekeeping tracks a fine, fluid line between these two goals at every professional auto service facility.

There are many ways to "housekeep" a customer's vehicle. Let's look at some ways colleagues of mine have done it.

Lubricating window tracks often makes an obvious improvement in the operation of the window — particularly on vehicles that have been in service for a while. (Remember that the average age of cars and light trucks on the road today is 12.6 years.)

Alert technicians acclimate themselves to the sound of smooth-running power windows as well as the effort required to crank up windows that are not power-assisted.

An in-depth electrical or mechanical malfunction may hamper window movement. On the other hand, sluggish operation often flags the need to lubricate the window tracks.

Traditionally, techs have favored very light viscosity, silicone-based aerosol lubricants for this task. After fitting the aerosol nozzle with a red "straw," the tech carefully sprays lubricant into each track with the window lowered.

Next, techs raise and lower the window several times, repeating this simple procedure. Then they thoroughly clean the window inside and out with an effective glass cleaner.

There are no guarantees here. But often the lubrication makes a night-and-day difference in window operation. Typically, the driver's window is the neediest one because it gets the most use.

That also is why the customer is likely to notice the improvement.

Sometimes squeaks originate from the vicinity of the vehicle's doors. This may indicate that the rubber seals ("weather stripping") surrounding the door(s) need attention.

Predictably, the longer the vehicle has been in service, the greater the likelihood that the door rubber has weathered. Rejuvenating the rubber with an appropriate product often stops the squeaks.

Some people patiently treat the weather stripping with rubber-specific chemicals; others just use the same silicone-style lubricant that they used on window tracks and other components.

I have had success with both generic silicone sprays as well as specialized rubber-restoration products.

Take care not to spray beyond the door rubber — possibly staining the vehicle's upholstery, for example.

Try this method: Fold a clean cloth into a rectangle, hold the cloth away from the vehicle and spray the rubber treatment onto the cloth. Then carefully wipe it onto — and into — the door rubber.

Earlier, I mentioned cleaning a door window. Remember that thoroughly cleaning all the windows — inside and out — is one of the oldest, most-effective marketing tools of traditional service stations.

For example, the customer did not perceive any improvement after a tech lubed the vehicle's chassis and changed the oil. But the car owner knows something is different.

(Answer: The driver can see out of the windows now.)

Untangling and cleaning the seat belts may impress a customer. Whatever the reason, some motorists have a knack for snagging seat belts so they cannot retract fully, normally.

You may be able to unsnag the belt and restore its operation by fully extending and fully retracting it repeatedly.

Do not be surprised if the seat belt is stained because someone closed the car door on it — perhaps more than once. Where necessary, try to manually massage a misshapen belt back to normal again.

You may be able to make a stained seat belt look like new again by cleaning it with an effective upholstery cleaner. For one thing, dry the freshly cleaned area and dry it to the best of your ability.

For another, alert the customer that you made every effort to restore seat belt operation as well as clean the stained belt.

Years ago, nicotine-stained car windows and instrument panels were commonplace. Although smoking is not nearly as common as it used to be, dashboards and instrument panels still get noticeably dirty.

My automotive research and homework requires me to touch a lot of vehicles. For years, I have been cleaning their dashboards and instrument panels with the popular Swiffer duster.

This procedure takes very little time to no time at all, and I have been impressed at the number of car owners who noticed the freshly dusted dash and instruments.

I think the Swiffer is fast and effective but other dusters also do a decent job. What matters is that dusting seems to be a cost-effective, customer-pleasing housekeeping step service professionals should consider.

Do not underestimate the potential impact of the more obvious housekeeping opportunities: Vacuuming up spilled chips, popcorn and pretzels. Five to 10 minutes with the shop's vacuum cleaner may speak volumes to car owners about your commitment to customer satisfaction.

The goal of fixed right the first time has been and should be a service facility's top priority. But capitalizing on "tidy-up" opportunities also makes dollars and sense.

Meanwhile, the rearview mirror on a homework vehicle just dropped into my lap — literally.

That's opportunity knocking, is it not?