The following is the second in our series of open letters and addressed as an open letter to those at head office at Kwik-Fit. At no point do we intend to cause any distress to any parties mentioned. We readers will understand our perspective and perhaps share our views. The issues raised in this letter are by no means breaking news rather that they have been around for some time however no party has yet to bring them to the forefront for people to discuss. We hope that Kwik-Fit will kindly acknowledge out words and we look forward to receiving a response.
What is so special about Kwik-Fit?
F.A.O Kwik-Fit’s new owners:
Dear Kwik-Fit,
Nobody can take away from you the success Kwik-Fit as a company has enjoyed from its humble beginnings back in Edinburgh. Nor can they deny the success Sir Tom Farmer has achieved through building a company solely on good, strong disciplined customer service. I am sure Sir Tom Farmer himself didn’t even dare to dream of the success Kwik-Fit would later achieve. So, well done you.
Sir Tom Farmer is arguably one of the most successful entrepreneurs in the motoring industry, and the dominance Kwik-Fit now has is all down to one man. Having built a company on values of strong customer service rather than expensive marketing ploys, consumers favored the Kwik-Fit brand to any other. It is these ethics and values which have allowed Kwik-Fit to withstand the test of time and various duration under different owners. Customers keep coming back on the basis that they expect excellent service at a fair price.
It is evident that ‘providing superior customer service’ is central to your brand values within your marketing strategy. As a company Kwik-Fit have a comfortable share of the market, and for the most part are the first choice for many customers across the UK. Lately though you seem to have lost your direction and what aspect of the market you are actually targeting and the way in which you want to target particular aspects of the market. It raises the concern, where exactly do you want to go in such a diverse market when there is enough room for everyone? We would like to think that the new owners are approaching this in the careful and considered manner it deserves.
Having derived from such a humble background it is vital not to forget ones roots. Remember the values upon which you were founded. There is no question that the market has changed since Sir Tom Farmer first set up shop. Sir Tom Farmer had the insightful-ness to look beyond his competitors and offer something that customers actually wanted; a professional service, fair prices and a clean environment to wait whilst their car was being repaired. It seems such a simple set of values in theory, but many garages today miss the mark and that is why customers years later, still return to Kwik-Fit because they expect good service.
There is no doubting that Sir Tom Farmer had a proven plan and it worked, the proof is in the strength of Kwik-Fit today; how many branches are across the UK and how many bidders have fought to own such a prestigious company.
With so many garages across the UK it can be difficult to standardize the levels of service, especially to the levels that customers expect. We have found out first hand these difficulties. Working with garages from around the country, customers in different areas focus on different things. Some value price above service, others location and for some it’s all about the service. For independent garages it is never been more important to place emphasis on solid service. Whilst many assume that customers value price above service, the truth is much different. If a customer receives exceptional service they will without a doubt return, simply because they are make to feel like a valued customer and not another number through the door.
Since Sir Tom Farmer sold Kwik-Fit, the name has lived on and remained successful, this cannot be denied. But with new owners it is vital that core values survive as strong as possible and that the legacy continues.
Yours Sincerely,
Frances,
TyreQuote.
EDITORS NOTE: We would like to open this blog for comments to share and discuss the importance of customer service vs. price, and experiences from either mainstream garages like Kwik-Fit or independents.