By Jim Weber and Mark Grace
i’ve learned that it is a big mistake to ignore my automobile’s ‘check engine’ light. I’ll admit, there was a time when I viewed the indicator light as a suggestion. Not anymore. I respect the ‘Check Engine’ warning light and take immediate action. Often, a failed sensor is the problem. Sometimes, when a sensor fails it cannot provide the automobile’s onboard computer with the information required to ensure the proper functioning of the engine. In other situations, the issue may be more serious. In any event, it means a trip to the service center.
Two weeks ago, a few indicator lights activated on the dashboard of my Nissan 350-Z, including a Check Engine light. The Z was a little difficult to start and the engine was operating below par. Of course, I took the car to the Nissan dealership for service.
As I was the first person in line when the service center opened, my need was processed immediately. In addition to the ‘Check Engine’ light, I asked them to check my air conditioner, as it wasn’t cooling properly. The service attendant was courteous and efficient. He printed a list of items to be investigated with a cost estimate for the diagnostics.
After completing the service order, I was directed to the customer lounge to wait for their evaluation. The owners of this Nissan Dealership had recently completed a major remodel. I suppose, remodel is not entirely accurate as they razed the old building to be replaced with a modern facility. I was not prepared for the utility of the waiting room. It is easily four times larger than the original. The adjacent restrooms are larger and more presentable.
The new lounge is more like a WeWork or Industrious office center. There are workstations and comfortable pit groups with over-stuffed chairs. The dealership offers free Wi-Fi and an ample number of electrical outlets for computers or to recharge smartphones. It is comfortable and well lit. An ample assortment of free beverages and snacks are provided. They offer single-serve coffee service, with a wide selection of flavors. There is juice, water and soda, packaged snacks, power/breakfast bars, and fresh fruit. At some point, a few dozen fresh donuts arrived. I passed on the snacks but enjoyed several cups of French Roast Coffee. There is a big-screen television tuned to HGTV and another screen for viewing the work in the garage. I was blown away by the new lounge. It’s like a combination of Starbucks and WeWork. If I had known about the amenities available, I would have brought my laptop and stayed in the customer lounge until my car was ready.
Almost immediately after my experience with Regal Nissan, I called my friend and colleague Mark Grace. Mark is an industry expert and guru on customer experience. He has trademarked a term for customer experience called Experidigm (see experidigm.com and his eight books). An experidigm is not just the product or service, but all the actions and feelings the customer might have related to the experience now, later, and as the product is integrated into their lives. It was my intention to share this experience with Mark to learn if the Nissan Dealer is providing a competitive customer experience. Also, as I thought it make an excellent blog post, I wanted to enlist Mark’s contribution, which follows.
This is a great example of the shift from selling a product or service to delivering a complete experidigm of related customer activities. Yes, customer waiting is a major activity in the car repair business. Waiting is part of the experience. We’ve all waited for hours in a cold, damp, smelly, repair place staring at an ugly, cracked linoleum floor. Compare that to Jim’s waiting, or should I now say, productive working experience. Jim might come back for more activities. The dealer could schedule quarterly events, to showcase new cars, accessories, or services. There is a large list of activities the dealer can consider, some of which could become profit centers.
Today, consumers can choose from over a billion products. The opportunity is integrating products and activities into a complete experience or experidigm. Brands that create experidigms, will acquire lifelong customers. Think Airbnb for staying overnight or Uber/Lift for getting from here to there – the complete experience is covered and growing larger. Any product can be made into an experience. Customers create eperidigms by integrating the product into their lives. Brands can take the lead, increasing their profitability by enhancing the customer experience. Let us show you how.
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Jim Weber – Managing Partner, ITB Partners
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Jim Weber – Managing Partner, ITB Partners