If I get another crack in my windshield…

Quality service is synonymous with success. If your organization has a remotely decent product offering and can back it up with superior service, prepare for success. Not only can you advertise this unbeatable duo, customer word of mouth will do much of your promotional efforts for you.

Look at companies that are well known for excellent service: Amazon.com, Apple, Zappos, Costco, Nordstrom, and even In-n-Out Burger and Chick-fil-A all deliver a positively memorable experience. Getting closer to our financial services industry, American Express is usually tops in the service department, as well.

But just as there are many more companies on this stellar customer service list, there are exponentially more that don’t make the grade – not even close. We’ve all been there: on hold for eons or talking to somebody who either doesn’t care or we can’t understand. Nothing makes a consumer hightail it for the hills quicker than bad service.

Every once in a while, however, a company that you may have never heard of blows the doors off most any service you’ve experienced in the past – especially in an industry where it’s a challenge to find.

One such company is Safelite^® AutoGlass^®. Safelite is actually America’s largest vehicle glass service that is in an industry notorious for subpar service. The automotive repair/maintenance industry has a bit of a reputation for shady service and pricing, keeping consumers leery and weary of dealing with them. Yes, there are a few exceptions, thankfully. But for most part, however, it’s, again, a challenge to find those diamonds in the rough.

Let’s focus on Safelite, shall we. If you haven’t had your car’s windshield repaired or replaced, chances are you’ve never heard of them. So what credit unions can learn from this company that hits a grand slam in service? I mean anybody with a little training can repair a windshield, right? So how can a company that does this, differentiate itself?

A couple months ago, my wife’s SUV had a pretty significant crack in its windshield. It was so damaged that it was unsafe to drive. Naturally, I shopped around for windshield repair companies in the area to have them come out for the repair. Most were helpful. But one company clearly stood out from the rest – and that was Safelite. So I decided to give them a try.

The result: It was by far the best customer service experience I have had in 10 years. Yes, from a vehicle glass repair company.

Here’s how they did it:

When I decided to commit to Safelite, I provided them will all my information regarding the windshield replacement. They were to make a “house call” for the repair job. Upon finalizing the repair plans, Safelite emailed me an easy-to-read, graphically branded (familiar logo and color scheme) “Thank you!” note complete with the appointment’s summary:

• What needed to be repaired?
• Where the repair will take place?
• When the repair will occur?
• How much the repair will cost?
• My location details (for accuracy)
• Vehicle’s details (so they have the correct windshield)

At the bottom of the clean, HTML email note was an opportunity to ask them any questions or make a possible change to the appointment.

Pretty nice for starters, I thought. But I’m sure most reputable companies would do something similar – I hope. But this thank you note really set the stage for what was to come next.

What came next was another follow-up email – again, Safelite branded with familiar logo and colors so it’s easy to recognize. This email’s content was quite different, however. It was a Technician Profile, complete with a photo of the technician who would make the repairs, a form letter introducing himself (a letter nonetheless!), and all the logistics of the appointment once again to confirm.

This Technician Profile email/letter blew me away. Now, I know what the technician looks like, his name, and all the appointment’s detailed information. Very thorough and safe. But Safelite didn’t stop there. In the far right column of the email were sections on “Knowing Who to Expect” and “Technicians & Materials You Can Trust”.

Both of these sections reaffirmed that their technicians had extensive training, meeting or exceeding industry standards – along with the company using quality materials to ensure safety and performance.

Now all of this can be left unsaid. Of course, you want your technicians to be trained properly, thoroughly checked out, have clean driving records, and use quality materials that ensure safety and performance. But to receive a letter clearly stating these facts sets one’s mind at ease – even if it all should be done anyway. For a company to take the time to clarify and inform is simply top-notch customer service. They didn’t have to – and they have even trademarked the reliability and safety process as the Safelite Advantage^™. Winners always take the extra step.

And one more thing, the email reads toward the end:

“As an additional safety measure, the technician will conduct a vehicle inspection prior to starting the service.”

I know this is probably a given, but it ensures accountability for both parties if there is already any damage to the car before the repair. Safelite also gives you a Pre-Authorization sheet prior to starting the repair with the inspection details, repair costs, contact info, and automobile description. On my form, it pointed out that we already had some scratches on the hood, which I acknowledged. We were good to go.

The actual repair, which was performed very professionally – and successfully, was almost an afterthought. Like clockwork, the technician arrived at the designated time and took the allotted duration to replace the windshield.

Immediately following the repair, Safelite emailed me another branded, thank you note with the work order number, date of service, and details of the job. They also touted, again, their Safellite Advantage messaging – furthering affirming in my mind that I received the best possible service, materials, and lifetime guarantee.

When I thought the whole process was complete. I received one more piece of information from Safelite – an easily recognizable, branded customer survey. Many of you will probably poo-poo post repair surveys as a waste of time. But for companies that truly care, this data is vital feedback on performance to uphold their service quality and continue to improve. A service business relies on their reputation for future business. I promptly filled it out, which took all of two minutes.

Ok, stepping back into credit union land – how many of you have a seamless pre- and post-service process like Safelite’s? I’m guessing not many. What are you doing before, during, and after the loan process, the financial planning meeting, signing up for a new account or service? What are you doing for your member that is a truly memorable experience?

Safelite was a memorable experience. In fact, I’m telling all my friends, family, and professional peers about it. I’m even writing a story on it. From start to finish, I was fully informed of the repair’s logistics, fully affirmed of my technician’s capabilities (and who he was), fully confident with a lifetime guarantee, and fully satisfied with a job well done.

Best of all, none of these efforts Safelite conducted is rocket science. It’s simple. It’s making the extra effort to care – and that pays off huge in the end. Credit unions are always looking for a differentiator and service has been their claim to fame for a long time. But banks are catching up in this regard to win back many customers they lost during the recession. It’s time for your credit union to act more Safelite-ish and walk the talk.

If I get another crack in my windshield, it’s a no brainer who I will call.