Secrets of Exceptional Service With Cristol Duke and Heather Langdon of Gerald’s Tires & Brakes

Heather Langdon is a Customer Service Representative at Gerald’s Tires & Brakes. Heather’s journey into the tire business began when she applied for a position at Gerald’s to help her husband buy a motor for his trucking company, soon becoming an integral part of the customer service team. Born and raised in Charleston, Heather brings a deep understanding of her community’s needs and values, striving to provide not just customer service, but an exceptional experience for every guest. 

Cristol Duke is a Customer Service Representative at Gerald’s Tires & Brakes. Having traded the tranquility of cornfields for the vibrant energy of Charleston over two decades ago, Cristol brings warmth and empathy to her role every day. She understands the importance of creating a welcoming atmosphere, especially when customers arrive with concerns or frustrations, and is committed to seeing beyond problems to provide genuine care and support.

In this episode…

Anyone who takes a job doing customer service quickly learns it can be challenging. How can tire and auto repair shops ensure that customers are treated well without draining the enthusiasm of their team members?

At Gerald’s Tires & Brakes, customer service isn’t just a job — it’s a philosophy deeply ingrained in the company’s culture. Cristol Duke and Heather Langdon understand the pivotal role they play as the faces of the company, recognizing that customers often arrive with frustrations and concerns, not directed at them personally, but at the situations they face. By putting themselves in the customers’ shoes, they aim to smooth over issues and extend a warm welcome to everyone who walks through the door.

On this episode of Gain Traction, Mike Edge chats with Cristol and Heather about the art of customer service. They delve into the importance of empathy, highlighting how understanding customers’ frustrations can turn negative experiences into positive ones. The conversation also touches on the unique morning ritual of cheering for arriving customers and the team’s commitment to going above and beyond with small gestures. They also discuss integrating active listening to enhance the customer experience.

Here’s a glimpse of what you’ll learn: 

• Cristol Duke describes frontline staff as the source of customers’ initial impressions
• Heather Langdon emphasizes to new hires that guests need to feel valuable and important
• How distributing roses and providing entertainment for kids can enhance the customer experience
• Heather discusses her involvement in various aspects of operations at Gerald’s, from training to scheduling
• Cristol says her role extends beyond customer service to include tasks like shop maintenance and coordination
• How Heather’s “kill them with kindness” philosophy acts as guiding principle for handling difficult situations”
• The importance of actively listening to customers 
• Why personal connections contribute to job satisfaction and loyalty

Resources mentioned in this episode:

• Gerald’s Tires & Brakes
• Gerald’s Tires & Brakes on Facebook
• Clay Watts on LinkedIn
• Mike Edge on LinkedIn
• Tread Partners

• Cristol Duke
• Gain Traction Podcast
• Gerald's Tires & Brakes
• Heather Langdon
• Mike Edge
• Tread Partners

Transcript

Announcer:

Welcome to the Gain Traction podcast, where we feature top automotive entrepreneurs and experts, and share their inspiring stories. Now, let’s get started with the show.

Mike:

Welcome to the Gain Traction podcast. I am Mike Edge, your host. This episode is brought to you by Tread Partners, our parent company. Tread Partners specializes in PPC marketing for multi-location, tire and auto repair shops. Tread Partners discovered tens of thousands of dollars per month in wasted spending with Google for its clients. Many of these shops thought they were successful with digital marketing, but Tread showed them that they could still spend less and still do more. What are you waiting for? Call Tread Partners today. You can visit Tread Partners at Treadpartners.com. Oh, and on another note, Tread just specializes in tire and auto repair. That’s all they do. All right, so I also want to bring your attention to a previous guest that we’ve had on the show. You know I like to really promote the good ones.

I interviewed Danny Smith, owner operator of Same Day Auto Repair and Tire Pros with seven locations in Tulsa Oklahoma. He is definitely one of the good guys in the industry, so I encourage you to check it out at gaintractionpodcast.com. You can also find us on Google, Apple Podcast, Spotify, et cetera. So, today we have two guests again. We did this last Friday as well. Heather Langdon and Crystal Duke. They come highly recommended by their employers. Clinton Clay Watts at Gerald’s Tires with seven locations in Charleston, South Carolina. Heather and Crystal are customer service representatives with what I’ve discovered to be a lot of other roles as well. Heather, Crystal, it’s an honor to have you. Welcome to the Gain Traction podcast.

Heather:

Thank you.

Crystal:

Thank you.

Mike:

So, tell me about yourselves a little bit. Crystal, we’ll start with you. Where are you from? How’d you grow up, et cetera. And then did you dream about being in tires your whole life?

Crystal:

I’m originally from a little place called King Street. I grew up in the middle of a cornfield, moved to the big city of Charleston 25 years ago, got married. That’s where I’ve started my life with my husband and three kids.

Mike:

Beautiful. Awesome. Heather, what about you?

Heather:

So, I was born and raised here in Charleston, in Goose Creek, which is no longer a small town anymore. And I have two kids. I am a widow. And I started off in the tire business. My husband owned his own trucking company and he had a $60,000 motor that we had to buy. So, he’s like, “Well, Heather, I think you’re going to have to go back to work.” And so, I applied and he’s like, “There’s no way Gerald’s is going to actually take you on because nothing about cars.” And I said, “Okay.” Same day I got a call from Clay, and he interviewed me, hired me on the spot and said, “I want you to be our new number seven location that we’re opening next year.” The counter manager there in my interview. And so, I’ve been here for almost five years now.

Mike:

That’s fantastic. Congratulations.

Heather:

Thank you.

Mike:

Well, let’s just talk about tires and being at Gerald’s. I’ve gotten to know your employers over the last couple years. I like them a lot. You guys run great shops. I mean, they’re clean, they’re good-looking. I did not have the opportunity to meet both of you guys. My wife and I were down there a couple years ago just doing the anniversary thing and we ate well in Charleston. You can’t help that. So, look, everybody knows, I mean, you guys have a very tough job. I think it’s one of the most underrated, underappreciated jobs in the industry as the customer service. I mean, we always talk about tech, we always talk about mechanics, but I mean you guys are in front of the customer daily. And they’re always happy, right?

Crystal:

Yeah, absolutely.

Heather:

Mm-mm. [inaudible 00:04:06] nobody ever?

Crystal:

We always say that we’re the face of Gerald’s because we’re the first people they see when they come through the door. I’ve always tried to tell our new hires when they come in, when they are at the counter, there’s a problem, there’s something wrong. So, they’re already in a bad mood. They’re not mad at you, they’re mad at the situation. So, instead of getting defensive, you got to put yourself in their shoes and just try to smooth it over, make them feel welcome, that we’re glad you’re here. They could have gone anywhere else, but they [inaudible 00:04:39]. And we try to make them feel comfortable. Every morning when we open the doors at 7:30, there’s a line. And all everybody working that day is at the front, and we all clap and say good morning to them when they come in. We cheer them on, we cheer them in. And so, it’s one of those things where they’re not mad at you, they’re mad at the situation and just give them a little grace when they’re upset.

Mike:

No, I like that. I mean, look, it’s already starting out bad. They don’t want to have to buy tires or fix something. Nobody wants to. But I could tell. And Clint said this a week ago when we interviewed him, he said, “Look, I’m in the customer service business. We just happen to sell tires.”

Heather:

Yes, it doesn’t matter what business we’re in. We’re in the-

Crystal:

It’s surely an experience.

Heather:

We’re in the customer service business. We’re here to serve our guests. And part of what I tell people in orientation is the reason we do the clapping is because they need to feel, and understand, and know the appreciation, the gratitude that we have for our guests. Because like Crystal said, they could have gone anywhere, but they chose to come here. And we try to ensure that every guest understands and knows how appreciated and valued that they are when they do come through those stores. And we also give out the roses to every one of the ladies. We try to do little things for the kids, give them…

We’re moms, so we know that you be here and your kids definitely don’t want to be here. So, we’ll change the channel over to Bluey or a cartoon. We also bring out coloring books and try to give those to them. I give them wands, which are the roses, and tell them, “Pick up all the petals and tell me how many you come to,” or whatever we can do to just make their experience better. And we’re here to give them a customer service experience, not customer service. So, there’s definitely a difference because a lot of people can have good customer service, but they don’t go up that above and beyond, and try to actually give them that ultimate experience.

Mike:

I like the way you call them guests. What feedback do you get when you clap? I guess in some circumstances you deal with new customers that are getting clapped the first time experiencing that. How do they respond?

Crystal:

They like it. They’re like, “Oh, yay. All right. Morning.” It lightens the mood a little bit.

Heather:

They dance.

Crystal:

Yeah, because there’s a problem if they’re coming in to see us. So, it’s a way to make light of the situation and just make them feel welcome.

Mike:

Well, and if you have a group of them coming in just same time and they’re all waiting there for the doors to open, then it almost becomes like, “All right, we’re a group all stuck in the the same situation with an automobile problem.” And you’re clapping for them. Yeah, I like it. I’ve done this before. I don’t know, I have fun doing things like this, but have you ever noticed the difference of when you’re approaching somebody you don’t know, but you can have that scowl on your face and it’s more like everybody just nods. But you can have a real big smile on your face and it’s fascinating the response you get from people. I just think about that when you think about how you guys do the clapping. I think that’s huge. I’ve never heard of that before actually. I think that’s awesome.

Heather:

Yep. And we call them guests because we treat this as our own home, our domain, and so they’re guests within our home. So, you’re excited about seeing the people that come to your home. Well, we encourage every employee to be excited about the people that are coming into our shop, treating it as their home. That’s why they’re a guest.

Mike:

That’s awesome. So, I’m going to jump to this question because it’s just making me think of it right now. Do you guys have any funny stories of guests that you’ve encountered over the years or that you’ve just experienced in your years at Gerald’s? Because like we’ve talking before we started recording. I mean, no one’s happy to be there initially, but they have to be. So, you’ve already lifted their mood. But anything stand out to you? Funny stories over the years that you had to deal with guests?

Crystal:

I had a guy who said, “Man, my tire pressure light’s on. I don’t know why it’s on. I got air in my tires.” So, we checked the PSI on his tires and it was 97 in all of his tires. And so, we were like, “Yeah, that’s why your tire light’s on. You’re going to blow them up.” But yeah, his PSI and all of his tires was 97.

Mike:

No, where did that happen? Did he have an explanation?

Crystal:

No. I gave him a tire gauge though. “Here’s a tire gauge. Please check your pressures. Don’t ever blow them up like that again.”

Mike:

Oh my gosh. That’s good. That’s good. Heather, what about you?

Heather:

Newly into training, I had a new kid that was in college. He was just one of our college interns. And they were like, “Heather, we need you to work with him as far as being more outgoing, being able to go out into the shop. He’s primarily going to be a technician, but we want to get him into the role where he’s able to potentially service manage what have you. But he’s got to be able to learn how to talk to guests.” And I’m like, “Okay, sure.” So, we would go in, and him and I were working at the counter, and we were talking to this guest, and I’m trying to help him engage in this conversation with this guest that’s standing in front of me. And the guest all of a sudden… I mean, I thought things were going great. And all of a sudden the guest has this look on his face and I’m like, maybe I’m misreading this whole conversation.

All of a sudden he drops like a sack of meat. He had had a massive heart attack right in front of me. And I run to him and a manager comes out. And as I’m going to perform CPR on this man, I just got my CPR first aid training, and I’m like, “I’m having to perform CPR right now. Go call 911. He’s having a massive heart attack.” EMS shows up and I’m over this guy. He then comes back around, we start talking. I sit him up and he says, “Well, what happened? I think I can go home.” I said, “Oh, no, no, no, you cannot. [inaudible 00:11:19].” And he goes, “Are you sure?” I said, “Oh, yes, sir, you did.” And then I’m looking at his heart rate and everything, and EMS comes in and said, “I think he just had a heart attack.” So, they take him and put him in the paramedic, and they’re like, “Yep, he did. He had a heart attack. And I’m glad that you didn’t let him leave because he would’ve potentially died.” And so, that was of my crazier experiences.

Mike:

Absolutely. But it’s almost like a God thing because you still had the CPR class. I’ve had it before, but it’s been years. So, I can’t say that I would go into it confidently. You know what I’m saying? Whereas you at least, it was recent enough to where, “Hey, I’m ready to row here.”

Heather:

Well, I was still scared.

Mike:

Oh, absolutely.

Heather:

I was still scared. I was like, “Oh my Lana, what am I going to do? I actually have to use these skills? I didn’t know I was going to have to use these skills.” And so, yeah, two weeks after I had just gotten trained.

Mike:

Well, I’ll testify. It’s real. So, one of my buddies in my hometown, well, he’s really my brother, one of my brother’s best friends, and they’re seven, eight years younger than us or me. And my brother had a heart attack and one of his best friends, he was a former fireman, so he had all the experience and everything. He saved his life hands down. And the building he was in had an AED in it, and they were able to use that as well. But if he wasn’t there, I doubt my brother would be alive now. So, I mean, I guess I’m giving a little bit of a shout-out to people that know CPR and it makes a difference. I mean, and you can save somebody’s life.

Heather:

Now that comes in on a regular basis. And he brings me candy, and cards, and things. Him and his wife, they were much older, and he tells the people at the counter, he looks for me, and I’m unfortunately not at any stationary location. And he’ll give those treats to them and just tell them the story and tells them to let me know that he thanks me. But he does it every year now.

Mike:

Oh, that’s awesome. I like the attitude like that. Spread the love around. That’s awesome. So, tell me a little bit about Gerald’s. So, you guys have been there a while, so obviously you’re committed. What do you think about the company and what you guys do there? Really, I guess I’m going to the direction of, I know you do more than customer service. So, each of you, if you don’t mind, tell us what you do in extended work.

Heather:

I call my position organizer of chaos. I even have to cut for it. But I actually am over the counter. And then in addition, I’m over training. So, when you’re first hired, you have to go through orientation with me. We go through one-on-one, I get you set up for any type of safety classes and everything that we do together. I go into the shops and make sure that we’re running in an efficient way. I then go and make sure that the clerical work and things like that are taken care of. And then pretty much anything that Clay, or Clint, or Mr. Bill need me to do, I do those tasks. Or I’m also currently doing all of the scheduling for counter and entire department. So, that’s in a nutshell, that’s why I call it organizer chaos, because I’m not just in one department and hands in everything.

Mike:

That’s great. Crystal, what about you?

Crystal:

[inaudible 00:15:10]?

Mike:

Yeah, please.

Crystal:

So, I am in customer service. I work at the front counter. So, I do a lot more than just taking customers all day long. I do a lot for the shop [inaudible 00:15:31] professional cleaner, so to speak here. So, there’s a lot that we do making sure everybody’s taken care of, checking on cars. It’s hard to describe what you do in a day because it changes every day. You can be doing one thing one day, one thing the next. It’s a mixed bag, but it’s fun.

Mike:

I can say this, just experiencing meeting you on this video, and obviously we don’t publish the video, but folks, if you could see their faces, you guys are joyful. I mean, you guys have lighthearted faces. So, I can tell you make selling tires at least a lot more fun than it would be.

Crystal:

Absolutely. And I think that’s one thing we all… I have 20 brothers here and we all have fun together. It’s not just a job. You spend most of your life at work. You got to enjoy what you do and the people you work with. And I think my relationship with Gerald’s goes back a long way because my husband knew Clay before we were ever married. And we do customer appreciation one Saturday a month, where my husband has a concession trailer. And we’ll come set up and do hot dogs, chips, and drinks for the customers once a month. So, we’ve been doing that for 15 years. And so, that’s how we knew Clay and Clint. And then it was like, I’ve been here two and a half years, almost three years. And one day I just said, “Hey, are y’all hiring?” And they said, “Yeah, apply.” And so, I’ve been here ever since. And so, it’s great. I enjoy everybody I work with. We have fun. Of course there’s some days you’re like, “I’m very tired.” It’s like, “I got to get home.” But most of the time, it’s-

Mike:

And you probably never feel like slapping anybody.

Crystal:

No, never.

Heather:

Well, there’s few occasion.

Crystal:

No.

Mike:

No, I just say that because I mean, listen, I know dealing with the public all day long, I mean, you’re dealing with a wide range of people, but also a wide range of emotions. And you got to be cool the whole time or level.

Crystal:

You have to really want to do it, have a heart for it, because we have people that, oh my gosh, they think their world is falling apart because they have a flat tire. You get a young girl in here and you just try to say, “Hey, listen, it’s okay.” I always tell them, “This is just a grain of sand on this mountain you’re on. A flat tire is nothing. It’s going to be okay.”

Mike:

Hey, it’s almost like this too will pass, relax.

Crystal:

Exactly.

Heather:

It’s just a season.

Crystal:

And so, it’s just a great place to work.

Mike:

That’s awesome. Well, and I can tell that, that’s why I was excited about interviewing you guys, especially when you came. I mean, Clinton, Clay said, I needed to interview you two. And I’ve got this little series going right now where I’m just starting to interview counter sales reps or customer service reps. And man, it’s very revealing because like you said, you’re on the front lines. Is there any words of wisdom that you would pass on to other people in your position that you’ve learned over the years that makes a big difference in what you do or maybe something you live by?

Crystal:

I was always told we’re here to serve, not to be served. And so, that’s why I try to remember. I’m here to serve. It’s just something we’ll try to do.

Mike:

That’s great.

Heather:

So, the model I live by my granddad taught me since I was little, which was kill them with kindness. And it doesn’t matter where they come from or who it is, kill them with kindness and always do better than your word. It’ll get you far. And so, that’s what I try to live by. And there are people that are not so kind, but that’s okay because I kill them with kindness. Those are the ones that I try to even go above and beyond even more for just so that [inaudible 00:20:22] create that ultimate experience. And listen, there’s a difference between hearing somebody and listening to somebody, and actually listen, and just let them vent.

Mike:

That’s awesome. That’s great advice. I don’t know if I’m real good at that all the time, killing them with kindness, but it seems like I have a limit. But that’s awesome. So, on a more personal note, this is a really tough question. I mean, you guys live in an area that’s got incredible food, but what’s your favorite food or place to visit?

Heather:

Mexican food all day long. I can eat it seven days a week and then twice on Sunday.

Mike:

Are you serious?

Heather:

I love Mexican food.

Mike:

I mean, I do too. I do too. But I mean, you live in Charleston. You’ve got incredible other dishes down there.

Heather:

No, yeah, I want spicier Southwest or…

Mike:

I got you.

Heather:

… Hispanic foods. I love it. And so, I can eat it all the time.

Crystal:

Mac and cheese.

Mike:

That’s yours, Crystal? Mac and cheese?

Crystal:

Mac and cheese is my favorite. Love it.

Mike:

That’s awesome. Well, a lot of barbecue places serve that. You guys got good barbecue down there, don’t you?

Crystal:

Oh, yeah.

Heather:

We do. I just can’t stand barbecue.

Crystal:

I love barbecue.

Mike:

I do too. I like it. I like every kind actually. Look, if the parking lot’s full of cars, there’s a reason. They’re making good barbecue. So, I’m going in and I’m usually very pleased. And my wife always says, “You’re going to die of a heart attack.” I said, “Well, but I’ll be happy. I mean, I’ll have eaten well before that happens.” Well, I can’t thank you all enough for being on here. It’s been a lot of fun.

Heather:

Appreciate it.

Mike:

Hopefully you guys will come back sometime.

Heather:

Okay. We’d love to. Thank you.

Crystal:

Thank you.

Mike:

You’re very welcome. I’m glad Clinton and Clay introduced us. So, to all our listeners out there, thank you for being part of the podcast. If you’d like to recommend a guest to us, please email me at [email protected]. Until next time, be safe and have a great day.

Announcer:

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