Some background – I currently live in Dubai in the UAE, where the climate and conditions are not particularly vehicle-friendly, so that 4 wheel-drive vehicles such as mine need to be serviced every 5000 kilometres (3000 miles). Because the car is still under warranty this necessitates taking it to the dealership from where I bought it.
This particular vehicle, a Mitsubishi Pajero (also known as a Shogun in some markets) is extremely popular in the UAE – providing a well laid-out, spacious interior, good quality and reliability which is what one needs, especially when the temperature outside is somewhere over 45C. We greatly enjoy the vehicle. What I don’t enjoy is the regular service experience – and come the end of the lease period, I’d switch brands for this reason alone.
And this in a market where new car sales were some 82.5% down last year against 2008 according to ArabianBusiness.com. So you think the dealerships would be delivering exceptional service to maximise what few sales there are. Yet the Mitsubishi agents here seem to be oblivious to this simple approach, as today showed.
Yet, a pre-booked service that should take 30 minutes and be done while you wait, means being without a car for 11 hours – I take that car in at 7:30am and can only pick it up again around 6:30pm in spite of asking for it earlier (bigger services take 2-3 days with these people)!
What amazes me is that they seem to live in perpetual chaos. You book vehicles in advance, turn up at the specified time/day and they still seem to be unable to do the job quickly and painlessly because they’ve always got an unexpectedly full workshop. This sort of approach is, incidentally, quite commonplace here – service lets so many brands down (I have another still-unresolved issue with Bose).
What companies really have to recognise is that the after-sales service experience is one of the quickest ways to kill a brand. Customers are not – or should not – be a one-transaction experience. Lifetime value is what companies need to focus on, as that’s where the real profits lie – repeat customers that become brand advocates. When are they going to understand this simple concept?