Ask the Expert: Customer Service from the Driver’s Seat – Lessons from the Auto Industry
By Mason Rigdon, General Manager for Shottenkirk Honda Decatur
The automotive industry is one that offers rich insights into customer service, often from the most unexpected perspective: the driver’s seat.
When we think of customer service, we often think of polite interactions, efficient service, and problem-solving. In the auto industry, customer service is much more than that. It's about creating an experience where the driver feels heard, valued, and empowered from the moment they interact with the brand.
But what can other industries learn from the auto sector's unique approach to customer service? Let’s take a look at some lessons that stem directly from the driver’s seat.
One of the key lessons from the automotive world is anticipating customer needs. For instance, high-end automakers like BMW and Mercedes-Benz have perfected the art of anticipating what their customers want before they even ask for it. Whether it’s a personalized driving experience or seat temperature adjustments, luxury brands invest in technology that adapts to the driver’s preferences.
In customer service, the same principle applies. Successful companies must anticipate customer needs in advance. Whether it’s proactively offering solutions to common problems, providing personalized recommendations, or simply reaching out before a customer even has to ask, the goal is to create an environment where the customer feels their needs are already being met.
Car buyers expect transparency about pricing. The auto industry thrives on clear communication, ensuring customers know exactly what they’re getting. When customers feel informed, trust naturally follows. In any business, being transparent about products, pricing, and policies fosters confidence and long-term loyalty.
Similarly, in customer service, transparency builds trust. Whether you're a small business or a large corporation, keeping customers informed every step of the way can make a world of difference. Customers appreciate honesty and are more likely to remain loyal to a business that is upfront and honest about potential delays, issues, or changes.
Every driver has their own preferences—some like their seat heaters turned on, others prefer a certain radio station or driving mode. Auto companies have long understood that a personalized experience is a key to customer loyalty. With advanced technologies like driver profiles in modern cars, auto companies are able to cater to individual needs at the touch of a button.
In customer service, the power of personalization cannot be overstated. Today’s consumers want to feel like they matter as individuals, not just a part of a mass demographic. Personalizing customer interactions—whether through tailored recommendations, customized experiences, or simply remembering a customer’s past preferences—can dramatically improve satisfaction and loyalty.
A great customer experience doesn’t end when the transaction is complete. Many auto companies excel at post-purchase customer service.
In the same way, customer service doesn’t end after a product or service is delivered. Regular follow-ups, whether via email, phone, or survey, can provide invaluable insights into customer satisfaction.
The lessons from the driver's seat are clear: great customer service is all about making customers feel valued, heard, and cared for every mile of the way.
Ask the Expert is a Chamber series featuring strategies, trends, tips and insights from our members to help businesses navigate today’s challenges and opportunities.