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Letter to the Editor
Wednesday August 6
PPG PROSTARS to Introduce Star Quality Customer Service Program
PPG PROSTARS Certified Auto Glass Technicians will introduce Star Quality at the National Glass Association's national conference in September. Star Quality is an innovative customer service-training program designed to elevate the customer service position, educate car owners and improve business for auto glass shops."In an industry that is so cost competitive," said Marce Mizerak, PPG PROSTARS marketing manager, "anyone who can add value through improved customer service definitely has an advantage."
Star Quality equips customer service personnel with important product and industry knowledge, gives them the tools and skills to educate car owners and, perhaps more importantly, provides them with a better understanding of a potential customer's thought process. The program will utilize both instructor-led and in-shop formats to suit individual preferences and learning styles. The training will emphasize both driving sales and improving service from the first point of contact.
"Knowing how to fulfill the prospective customers wish is one thing," said Mizerak, "but going above and beyond that, educating car owners about safety issues, OEM products, service options, and their right to choose a shop for service, for instance, can help the glass shop to convert an inquiry into a service order. And delighted customers are repeat customers.
"Plus, when employees are involved in quality training," said Mizerak, "it's easier for them to see the direct one-to-one relationship between their individual performance and the success of the auto glass shop." This not only improves employee retention, but also leads to improvements and efficiencies in the overall business of the shop.
In developing the Star Quality program, site visits were made to a sampling of PPG PROSTARS locations throughout the country. The program was then pilot tested and refined. Through this calculated, multi-tiered process, PPG PROSTARS shops were able to provide valuable input and ideas every step of the way, which resulted in a comprehensive, quality program designed to meet their individual needs.
"Auto glass shops are extremely busy conducting their day-to-day business," said Mizerak. "Star Quality is just one example of the completely customized training program that is provided to glass shops participating in PPG PROSTARS to help them distinguish their value proposition when fielding prospective customer calls."
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