Nov/Dec 2008 - AGRR Magazine

IGA Offers Two Affinity Programs to Combat SteeringThe Independent Glass Association (IGA) hasteamed up with two different companiesthat offer services to combat steering: theAmerican Auto Glass Aliance (AAGA) and the MolloyInstitute LLC. The IGA has formed affinity relationshipswith both to offer its members reducedrates and some help with fighting steering.The AAGA provides a 24/7 call center for independentshops.“Basically, shops that become members [ofthe AAGA] at their choosing can forward their phones to usanytime, 24/7, once they’ve signed up,” says Stuart Weatherman,president of the AAGA. (Weatherman also owns hisown auto glass business, Diamond Auto Glass in Phoenix,and has been working on designing and perfecting the servicefor the last two years.)Those who sign up with AAGA receive a username andpassword, via which they can log in to what AAGA calls a personalized“dashboard” to customize how their own calls areanswered, when/how jobs should be scheduled, etc. “When acall comes in for that particular glass shop, the dashboardpops up with that client’s information,” Weatherman says.But, it’s more than an answering service.“We’re an extension of the auto glass shop,” he adds, notingthat the dashboard also provides instructions on how jobsshould be scheduled. Likewise, all calls are recorded, andmembers who use the service can review all calls via theaforementioned online dashboard.“You don’t just have the ability to personalize our customerservice agents, but you also have the ability to critiquethem,” Weatherman says. “We want to make thisbullet-proof, so that our glass shop clients trust us and knowthat we’re doing the job right … We want to make this aprofit center for independent glass shops.”Shops pay a monthly fee for the service, and then a fee perscheduled job. The benefits outweigh the costs, though,Weatherman says.“This is going to save [shops] money. It’s going to give[them] more jobs and is going to give access to more jobs,and it will hopefully reduce [their] front-office costs,” headds.The AAGA also is equipped to conduct three-way calls withnetworks to schedule jobs as necessary.IGA director of operations Patrick Smith says several IGAboard members have tried the service themselves, leading“This is going to save [shops]money. It’s going to give[them] more jobs and is goingto give access to more jobs,and it will hopefully reduce[their] front-office costs.”—Stuart Weatherman, AAGAthe association to choose to form a direct relationship withthe AAGA.“They found it to be an outstanding addition to their business,and therefore directed that an affinity program be created,”Smith says, who adds that he expects this to helpindependent shop members be more competitive with largerchains. “Plus, the CSRs on the other end of the phone knowand understand the auto glass business.”“We feel that this new service, by extending a shop’s hoursof operation, will increase the number of sales closed by participants,thereby increasing a shop’s revenue. It’s Business101,” he says.In addition, Molloy LLC offers a training program called“Language of Commitment” to customer service representatives(CSRs) to teach them how to build relationships—and therefore business—with potential customers.“The competitive advantage isn’t the glass. Consumers seeall glass as being the same. The real competitive advantageis the eye-to-eye or word-to-word interaction between theCSR and the consumer,” says Dan Molloy, founder and presidentof the company.Mel Auston, vice president and director of coaching, addsthat CSRs often forget that every person they speak withon the phone is a potential customer. “And that means yourcompany loses business because of this. Trust has to be established.You have to train CSRs in how to establish trust,”he said.The training program involves a variety of steps, from mystery-shoppingyour company via phone to establish a benchmark,then numerous training and coaching activities,followed by more mystery shopping to track progress.www.agrrmag.com November/December 2008 AGRR 33