In order to earn a customer service award, you have to do more than deliver exactly what the customer needs, when they need it. You must go above and beyond the norm to offer an experience unlike any other for each person that enters the store. That’s why this month, we’re highlighting Chris Robinson, owner of the Mr. Transmission/Milex Complete Auto Care in Sycamore, IL. Earlier this year, his location was ranked as the best automotive shop in his area by the Northern Star student newspaper of Northern Illinois University.
Chris started his career doing vehicle repairs in automotive dealerships after he graduated high school. He gained experience with several dealerships and out-of-market shops, and also worked at the Chicago branch of AAA. He said this early experience helped him gain an understanding of what would improve the customer experience at an auto shop, a perspective that helps shape his business to this day. He left the automotive industry briefly to earn his college degree, while also selling insurance and then brokering investments. This business experience came in handy when he decided to go into business for himself nearly four years ago.
Chris felt inspired to open a shop of his own when he realized how often a customer’s needs deviated from what he saw as ideal. One of the biggest issues he saw with other auto shops was that many seemed limited in what they could offer its customers. For example, a shop that specializes in engines would often not be able to address transmission trouble. Chris thought this kind of limited service options inconvenienced customers and drove business away. The desire to offer all the services customers needed factored into his decision to join Moran Family of Brands. With Moran, Chris found a franchise that not only had an excellent system and reputation, but also shared his outlook on customer service.
Chris developed his reputation from scratch in the Sycamore area. He has slowly built a legacy of customer service excellence, and his hard work is beginning to pay off two and a half years after he opened. His area is very close to Northern Illinois University, and he serves a large number of college students. He markets directly to the students, and even though they can be a price-sensitive and fickle population, they have become his biggest advocates. He was ranked as the best auto shop in the area by the student newspaper this year, an honor he displays with pride in his shop. He thinks the difference between his Mr. Transmission/Milex Complete Auto Care location and other shops in the area is his team’s willingness to go the extra mile to make sure customers are getting the absolute best service, without any excesses or mistakes. His approach builds trust and makes his shop the go-to location when someone in the area is having vehicle trouble.
Chris’ Mr. Transmission/Milex co-branded store in Sycamore, IL, is an example of what happens when a commitment to improving the customer experience is the guiding principle of a business from the very beginning. Chris earned more than just the loyalty of a notoriously hard-to-win consumer group — he’s changing the preconceived notions people have of automotive professionals, one rebuilt or repaired vehicle at a time. So this month, join us in congratulating Chris Robinson on his most recent honor.
