Don’t Dismiss The Quick Lubes; Learn From Them

When J.D. Power releases its annual survey on Canadians’ experience with service providers, there is one thing that is certain: someone is going to complain about the rankings given to quick lube operations. This year, Great Canadian Oil Change and Mr. Lube ranked highly, and last year these two were joined by Jiffy Lube in the top ranks. While NAPA took this year’s top spot (and has taken the top of the podium the two years previous), people always wonder why quick lube operations score so highly.

Some suggest they should not be included as they offer a limited number of services, unlike a full-service independent or dealership operation. It is like comparing McDonalds and a Michelin-starred restaurant.

My response is what the late composer John Cage said to an incredulous critic who complained that his music was so simple anyone could do it. John Cage remarked if what he was doing was so simple why was he the only one doing it? Cage’s gentle rebuke made a profound point: the simplest things are often the hardest things to do.

McDonalds succeeds because it provides a consistent service: McDonalds know what you are expecting and the staff strives to meet those expectations. It may be nothing more than a burger with fries and a drink, but they must to do it consistently and in a timely manner. Fail to do that and customers will complain.

Quick lube operations are not fast-food operations, but they work under the same principle: they provide a set of services that must be delivered in a consistent and high-quality manner at all times. An oil change and fluid check, compared to many other vehicle maintenance routines, are simple affairs. So the expectation amongst vehicle owners is such services will be done right the first time and done in a timely manner.

So we should not complain too much that these operations are included in the survey. Instead, we should learn from them as they showcase a crucial piece in what is important for people when it comes to service. Consistency and delivery of high-quality work are important, especially when it involves a simple service. If you are not able to deliver on those simple things, do you expect customers to believe you can deliver on more complicated services?

Customers notice the simple things first and will judge you on how you deliver them.