“Make new friends but keep the old. Those are silver, these are gold.”
These words are as relevant now as they were when Joseph Parry penned his classic poem in the 1890s. When applied to the modern-day automotive service department, they translate to the term we know as “customer retention.”
A wise man, M5 Management Services president Lee Harkins, once told me, “Customer retention is earning the right to serve the customer a second time, based on the level of service your staff provided during the last transaction with the customer.”
Are we doing enough in our service department to not only make new customers (conquest), but keep the customers we have (retention)?
Service customers have many options to choose from when deciding where to have their vehicle serviced once their basic warranty expires. When we do not go above and beyond, we may lose them to our aftermarket competitors.
The cost of service is not necessarily the deciding factor customers use when making this decision. The customer service they receive plays a significant role as well.
Think about it. I am sure there are businesses you no longer patronize because you had a less-than-desirable customer service experience. We all have, and it’s usually something relatively small that influenced your decision.
So, what can we do differently in our service department to give our customers a level of service they cannot find with our competition?
Let’s start when the customer calls in to schedule their appointment. When your staff answers the phone, do they sound like they are happy your customer called? Do they answer the phone with a friendly and welcoming greeting? Do they provide their name when answering? They should be!
When the customer pulls into the service drive, are they greeted at their vehicle door by a staff member? Does that staff member take the time to make your customer feel welcomed and appreciated? Does your staff complete a vehicle walkaround with the customer present, taking the time to build rapport, check the tires, and inspect the wipers?
During the repair order write-up process, does your advisor clearly set expectations with your customer about what will happen during the service? Do they tell the customer when they will provide an update? If the customer plans to wait at the dealership, does your advisor escort them to the lounge or just point them in a general direction?
Do your advisors keep their customers updated on a regular basis? Not keeping customers informed on the status of their vehicle is a common complaint. Keeping our customers well-informed is a crucial step in customer satisfaction. Even touching base regularly with waiting customers in the lounge is essential.
When we call our customers with an update, are your advisors explaining in detail the technician’s findings? Are they discussing the additional service requests discovered during the multipoint inspection? Are they explaining the needed or recommended repairs in language the customer can understand? Are they carefully detailing the charges, including the diagnostic fee?
Helping our customers understand what needs to be repaired and why gives them confidence in the repair process and adds value to the service.
When the customer arrives to pick up their completed vehicle, are they greeted with a warm and friendly “welcome back”? Are your advisors again explaining in detail what was serviced or repaired and why? Are the charges clearly reviewed? Is the multipoint inspection discussed one final time?
If your service department uses a cashier, is your advisor escorting the customer to the cashier or just pointing them in a direction?
When the service visit is completed, is the customer’s vehicle brought to a specific spot for easy access or are they just pointed toward the parking lot? Are your customers offered a sincere “thank you for your business, hope to see you again soon”?
If you answered yes to all these questions, then I applaud you and your service team. If not, these are simple steps that can be added to any service drive process.
Remember, it is the small things you do that can set your service department apart from the competition and help you keep those old and golden friends.
Elevate your Fixed Operations department with our custom-tailored solutions. Our team offers in-depth assessments and specialized training programs, crafting strategies designed specifically to boost efficiency, maximize customer retention, and ensure long-term profitability. We’ll work closely with you to identify areas for improvement and implement targeted solutions that drive sustainable growth for your business.
