By John Volz, Jr., co-owner, Volz Bros. Automotive Repair 

The way customers prefer to communicate is changing, and there are great opportunities for every business owner to reach them more efficiently through E-communications. Email, social media (Facebook/Twitter) and texting are just a few of the electronic communication channels we use that benefit both our customers and our shop.

Not only do various electronic communication sources enable you to interact with your customers more efficiently, they also allow you to market to your customers more cost effectively than previous methods.

In order to start marketing via email, we first had to build an email list. We’ve found that asking customers for their email address at the time of ­payment to be the most effective approach. Many of our customers liked the idea and willingly provided their email information, while some were more ­reluctant. We found that if we took the time to explain the ­advantages of email correspondence, many of our customers embraced the approach.

Email correspondence ­enables us to send customer ­invoices and service reminders electronically, therefore cutting down on paper usage and making it easier for our customers to track their service history. Our customers began to see the convenience of corresponding via email and, in no time, we had a fairly comprehensive list.

Advantages of Using Email

Customer feedback on email correspondence has been positive. We realize that our ­customers lead busy lives and email is a fast, effective ­approach to communicating.  Customers are able to read and respond to emails during non-business hours, making communication more efficient, and, in my opinion, more likely to occur.

One feature customers really appreciate is electronic service ­reminders. Customers are able to quickly review upcoming services and make an appointment with a few simple keystrokes. The entire process saves our customers time and the hassle of having to call in to make a service appointment during normal business hours.

Another great feature of email communication is the ability to keep our customers informed of upcoming company events. We are very involved in the local community and we regularly participate in local fundraisers and sponsorship opportunities. We realize that not all of our customers participate in social media, such as Facebook, which is typically the primary form of communication for things such as fundraising events, flyers and other community activities. Email has proven to be a very efficient way to communicate with customers and affords us the ­opportunity to build our brand by keeping customers updated on ­company activities.

Email is also a great way for our customers to reach us after work hours. We receive and review all of our emails after hours and on weekends. Recently, we had a new customer ­contact us over the weekend through our website, which is then distributed to the company email. He said his daughter was in town for the weekend and was having problems starting her car. He also said he was having her car towed in over the weekend and that he would appreciate a call first thing Monday morning because his daughter needed to get back on the road as soon as possible.

I logged onto our remote security cameras to ensure the car was at the shop and went in to check it out. It ended up being a simple battery ­problem that we fixed, so we called our customer Saturday afternoon to let him know it was ready for pickup. He was ecstatic and impressed by our swift ­response. This new customer continues to tell everyone who will ­listen about this experience with our shop; you couldn’t afford to pay for that kind of advertising.

Social Media Savvy

Social media is another way to engage customers. It’s ­estimated that 53% of people in the U.S. have a Facebook account. Facebook is a great way to have a constant, real-time dialog with your customers. I’m amazed at how much interaction we get on our Facebook page on a daily basis. Customers love it. We use this channel of communication to talk about what we’re doing in our community and what we’re working on in the bays, and it gives our customers a fun way to ­interact with us. 

We recently did a fundraiser on our Facebook page for our local homeless shelter. With the help and support of our customers and friends, we were able to raise $3,500 for the shelter in just a few days. Not only did it engage our customers, but it also helped us to make many new ­connections. The other great feature is the ability to reach friends and family of existing customers who ­already follow our Facebook page. ­Oftentimes, when I ask new customers how they heard about us, it’s through our Facebook page. So, the impact of having a Facebook presence is very visible and powerful.

E-communication has been a great tool for us in more ways than one. It has streamlined communication with our customers and made interaction easier and more efficient. Embracing the challenge of e-communication has evolved the way we operate and has become a vital interactive tool for both our business and our customers. 

John Volz Jr. is co-owner of Volz Bros. Automotive Repair in Grass Valley, CA, which has been in business since his father started it in 1982. The 15-year automotive industry professional has a background in management and technology and takes pride in a customer-centric business ­approach to automotive repair. Volz Bros. specializes in Subaru (the shop’s primary specialty), Toyota, Honda, Lexus and Acura.