Customer Experience Differentiates Safelite AutoGlass

Customer Experience SafeliteCustomer experience is a key differentiator for Safelite AutoGlass, which empowers its employees to provide memorable experiences.

Recently, Safelite AutoGlass earned eight awards from the International Exceptional Customer Service Award program, highlighting employees from technicians who have long-term high levels of customer service to teams that found ways to do what was best for their customers despite extreme challenges.

Safelite AutoGlass PR Manager Melina Metzger participated in a Q&A with Loyalty360 to discuss the company’s deep commitment and focus on providing memorable customer experiences and customer satisfaction.

In an era where differentiation in customer experience has become a huge advantage for marketers, what does this award for exceptional customer service mean to Safelite?

The fact that the majority of the awards went to Safelite employees is a testament that our People Powered, Customer Driven strategy is working for us. It’s affirmation that our technicians in the field are delivering on our brand promise and delivering a truly exceptional customer experience.

What does CX mean to Safelite and who is the Champion of it within the company?

Customer experience at Safelite means evolving our service so that we can truly be easy to do business with and that means listening to customers and creating new solutions that not only incorporate their voice, but anticipates their future needs. It is championed by our President & CEO Tom Feeney, but the role is achieved by Rene Cacchillo, our Vice President of Customer and Brand Strategy.

What does employee engagement mean to Safelite and how does it fit into the strategy behind providing memorable customer experiences?

Our employee engagement strategy is called People Powered. The goal is to drive business performance by putting people first and having an obsessive focus on having talented people who are inspired to deliver great results. The four cornerstones of being People Powered are Leadership, Focus, Talent, and Caring. Therefore, we pledge to our people:Customer Experience Safelite

You’ll experience great leadership.

We focus on you first.

We hire top talent… that includes you.

You’ll work in a caring culture.

We want to make Safelite the best place our people will ever work. Our philosophy is simple: having happy, talented and engaged people will deliver on our brand promise to create a memorable experience for our customers.

How do you define customer loyalty and has that definition changed or evolved in recent years as customers have become so empowered?

Even with a Net Promoter Score of roughly 86% to 87%, numerous accolades, and fantastic business results to-date, we believe we can still do better, so we evolving from thinking just about how we can delight a customer to how we can be what we call Customer Driven. The objective of being Customer Driven is to achieve extraordinary results by looking at our business through the eyes of the customer; making it easy for them to do business with us and ensuring their experience is memorable. The four key elements that are central to our Customer Driven strategy are Listen, Focus, Create, and Delight.

When we are Customer Driven, we will truly understand what our customers want from us … and what they want us to stop doing. And that information will be the basis from which we design all of our products and services. Our offerings and processes will be tailored around our customer’s needs–not around our self-imposed operational restraints. 

A great example is our online estimates and scheduling process. Before, we couldn’t see the customer moved through the funnel so we added google tags to open our eyes. This showed us what pages customers canceled out of, where they abandon and so on. This insight led to a major change when customers request a repair quote – instead of taking the customer down a lengthy path, we simplified it down to three easy steps by removing our desire for data that’s truly not needed until the customer decides to schedule. 

We think our Customer Driven strategy will create more than a delighted customer, but a loyal customer.

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