By John Volz
Co-Owner
Volz Bros. Auto Service

As business owners, there are two types of customers that we need to focus on: external and internal. Let’s first talk about the internal type, our employees. Although we don’t think of our employees as customers, in a roundabout way they are our customers.

We need to create an environment that makes our employees want to keep working for our company, as well as one that holds the high standards that it takes to succeed in our industry. And, by succeed, I don’t mean just keeping the doors open.

We need to run a profitable business with which we are proud to be identified. This consists of a few different components. From a physical perspective, we need to create a safe working environment that is conducive to professional work and productivity. If we as business owners take pride in all aspects of our business, it will reflect on how our employees feel about working at our company.

In the past two years, we have committed to improving our facility. This has consisted of painting the outside of our building, as well as remodeling the office and customer bathrooms. In addition, we created new signs, a new logo and a new website. These are all good improvements that will help market our business, as well as attract new external customers.

Just as important, we’ve made ­improvements that will benefit the ­internal customers — our employees. We have ­replaced two of our six hoists, invested in software upgrades for scan tools and bought the latest factory Subaru scan tool. We’ve painted the employee bathroom and built new employee lockers.

Recently, we ­also replaced the first phase of shop lighting with the latest lights available. When the crew came to work the following Monday, they were joking that they needed their sunglasses because it was so bright in the shop.

Our next project will be the ­employee lunchroom that will include new floors, a fresh coat of paint and some new artwork on the walls.

While some of these improvements may seem minor, our employees ­appreciate that some of our company’s focus is on improvements that ­directly affect them. These enhancements ­improve employee attitude and morale, and also improve the overall appearance of our shop.

External Customers

The second type of customer we focus on is our retail customer. Our company is just completing its 30th year in business and through the years has ­always maintained a clean shop and a neat and organized office. The ­improvements we made might appear needless to some. (I had a ­fellow colleague tell me recently “it’s only an auto repair shop, I think your office is just fine,” as I was developing plans for my office remodel.) Yet, the ­response we’ve had from our clients is 100% positive.

Our waiting room looks nothing like the typical auto repair shop, with warm colors, new furniture and walls that are accented with an art gallery featuring our own customers’ work; it rivals most doctor’s offices in the area. It’s cleaned weekly and features a ­coffee bar, as well as fresh magazines that appeal to our clients. Our shop is state-of-the-art and is kept extremely clean. Our new look gets constant comments from both new and long-term customers.

We conduct business with our ­customers at our shop and we believe our environment lets them know that we are professional and value what we do as much as any business in any industry. Our professionalism is also carried through with professional attire and a positive attitude.

The image we portray to our customers both in appearance and attitude plays an important role in our success. The quote by Henry Ford, “Think you can, think you can’t, and either way you’ll be right” makes a lot of sense. We, as shop owners, play a key role in the success or failure of our company. Attitude and appearance are important factors that sometimes get overlooked.

As you plan for 2012, take a look at your shop’s appearance through the eyes of your customers. Look at the overall experience your customers feel as they enter your business, and interact with your staff throughout the ­repair and service experience.

Start the process at the driveway, to the phones, to how they are greeted, through the invoice to job completion. Pay attention to how you interact with other customers and employees, as someone may be sitting in your lobby reading a magazine, but they are also listening to that ­interaction.

Bottom line: Take the time to freshen up your shop’s appearance as well as the attitude of all staff, and lead by ­example. “Think you can” and it will ­happen.

John Volz is co-owner of Volz Bros. Auto Service in Grass Valley, CA. The 38-year industry veteran goes to great lengths to put customers first and takes pride in offering environmentally conscious auto service, which he’s done since the day he opened the shop in 1982. Volz Bros. specializes in Subaru (the shop’s primary specialty), Toyota, Honda, Lexus and Acura.