Every successful company I have dealt with invests heavily in systems and processes to insure their customers have a positive experience when dealing with them. These investments include Customer Relationship Management software such as ACT! to extensive customer service training. It’s not often that I come across one who shoots themselves in the foot repeatedly yet remains in business for a long period of time. Recently I came across one that I’d like to share with you.
I have been a happy Audi car owner since 2004 and recently traded in my 2007 for a 2010. Over the years, I have relied on a car broker to source my cars since I really can’t stand the process of buying a car from a dealer. Over the years, I developed a relationship with McDonald Automotives Audi service department in Denver for warranty work. The people were always nice, but numerous times the loaner I had reserved wasn’t available when I arrived which cost me about two hours of my working day each time this happened? It could have easily been avoided had they called me on the morning of the appointments to tell me they were short cars. Another time they actually crashed my car while fixing it.
So it’s time to trade in my leased 2007 and I decided I would put the exact model out to bid. During this process, I heard about the American Express Dealer network. I received 3 prices from the dealers, including one from McDonald Audi. I went with the low bidder who made a deal with us, who agreed upon ALL the figures, yet we when the car arrived, they added more costs – and I quote them “there are $489 in undisclosed fees we don’t tell people about” until they sit down to pay for the car. The fee is for Document preperation.
Then came the insane part of the transaction. This manager named Christian stated the fee is non-negotiatiable, but that they don’t want to sell me a car unless I’m happy. He went on to explain how important is was that when I was at a party, picnics, etc and talked about my experience with McDonald, they I tell everyone how great they are and the worst thing that could happen was me giving them negative feedback. I ordered this car and waited months for it. I had the money, but was arguing based on the pricinicapl. Do you think I’d walk away at this point?
For $489, he bought all the negative feedback in the world.
I shouldn’t be surprised even though we agreed upon figures that were “all inclusive”. Despite their constant marketing, occasional calls and nice people, they lost a customer forever. No wonder McDonald Automotive Audi is one of the worst ranked Audi dealers in the country.
In our business, we’d write off $500 in a minute if we over charged someone after coming to terms with them rather than lose a customer and have them bad mouth us.
How do you handle this sort of thing?
John Kaufman, Principal
The CRM Connection
Denver, CO
{ 2 comments… read them below or add one }
McDonald Audi regretfully wishes that our dealer handling fee was properly disclosed at the time of the “order”. The current management staff would not “write off” such charge but would decide if was or was not disclosed properly. If we found it was not disclosed we would take the amount off of the selling price and the have it itemized on our buyers order. We are constantly striving to improve and regret this has happened. Our apologies.
Stephen Powers
General Sales Manager
McDonald Audi
303-795-1100
I appreciate your call and desire to resolve this issue. I am impressed that McDonald Audi is making this situation right.
It’s easy to look good when there aren’t problems. It’s only when something goes wrong do you see what people and businesses are all about.
Kudo’s to Audi for caring and taking action.