Fixed Ops Journal - May 2016 - (Page 54)

Closer tabs How Hyundai has changed its service satisfaction inquiries by A 17-year Automotive Marketing Leader Want to increase recall trafﬁc on your Service Lane? JTUIFJOEVTUSZTMFBEJOHSFDBMMEBUBDPOEVJU Call for a demo today! 1-877-34-zonic x 1120 t 3FDBMM"OHFMJEFOUJmFTDVTUPNFSTXJUIPQFOSFDBMMTXJUIJOEFBMFSTIJQ%.4 t "DDVSBUFBOEDVSSFOUEBUBTUSFBNGPDVTFEPOBGGFDUFESFDBMMWFIJDMFT t 1SPBDUJWFSFDBMMDPNNVOJDBUJPOTCFUXFFOZPVSEFBMFSTIJQBOEJNQBDUFEDVTUPNFS t 3FDBMMUPSFQBJSDPOWFSTJPONPOJUPSJOHBOE30* t #VJMUJODVTUPNFSDPNNFOUTUBUVTSFTQPOTFBQQPJOUNFOUEPDVNFOUBUJPOBSFBBOEUSBDLJOH t $VTUPNFS$POUBDU$FOUFSQFSGPSNBODFNPOJUPSJOHBDDPVOUBCJMJUZNFBTVSFNFOU t 6TFSGSJFOEMZDMPVECBTFEJOUFSGBDFGPSJNQSPWFEDPNNVOJDBUJPOQFSGPSNBODFBOEFGmDJFODZ OJDBUJPO QF JODSFBTFE MFSTIJQT FMQTEFB FDBMMTFSWJDFTBOSPPX I UI UI BN HS 1SP JCMFS FSWJDFBOEHHS X BMM"OHFM JUJ[FFMJH T ;POJD3FDSFUFOUJPO QSJPS PJOHDVTUPNFS racckk Seat Tra H: The E0 OH FS bly Assem DVTUPN SUVOJUJFTGPSP or ke Actuat PQQP ble E0F: Bra mming Spiral Ca PQUJNJ[F Reprogra E0M: The ECU ator bly Assem tor Gener E0E: Mo Update ck Seat Tra E0L: The bly Assem at Back E0J: The Board Front Se E0U: Tank ctronic bag Ele E0T: Air Unit l Contro E0Z: The Airbag Curtain "Zonic Design's primary focus is to provide our Dealer Partners with cutting edge Automotive Service marketing products and services." -Brian Ramphal, CEO Zonic Design rre Monito ure Pressu E0X: Tire tem ing Sys voir ke Reser The Bra ental Supplem m F0B: The System int Restra date are Up M Softw F0A: EC el nel anel Pa at Back E0M: Se ent Replacem Shield Po Electric F0J: The ECU g Steerin ant Occup F0C: The tion System Classifica le Valve N Variab wer Seat Be Lift DON'T MISS THESE FREE QUARTERLY WEBINARS! MAY 26 - 2pm How to Get the Most Out of Your Service Bays How do you get the most out of your service bays? A shift in strategy - tracking each bay's output instead of each technician's output - may be the best way to start. www.autonews.com/webinar05262016 Speaker: Gary Edwards President Edwards & Associates Consulting ON-DEMAND Recalls: The Ultimate Retention Tool Customers who have defected from your service lanes are coming back to get recalls repaired quickly. Yet many dealerships lack a plan to PIZIVEKI VIGEPPW XS FIRI½X XLIMV service departments. www.autonews.com/webinar02252016 PAGE 54 MAY 2016 ● Customers were asked to complete a survey of as many as 40 questions about the service experience. The dealership's aggregate results were available to staff members on a Hyundai website. But the service manager had to drill down to read verbatim commentary, and the system didn't keep track of whether there was any follow-up. ● A survey was mass mailed annually to customers who hadn't been in for service for a year. Individual responses weren't readily available to dealers. After 1 Within 36 to 48 hours of service completion, customers receive a 1-minute survey by email or text asking them to rate their experience from 1 to 5 stars and provide a quick review. Service managers receive the reports almost immediately, allowing them to contact customers to try to resolve any problem. (Started November 2014) A week after the service visit, another survey asks customers to rate the department on 16 aspects of the experience. The survey - which can be filled out on a smartphone, tablet or computer - encourages written comments. The dealership gets the full results right away on a single computer screen that tracks any resulting communications with the customer. (Started March 2016) A customer who doesn't return for maintenance or service within a year is emailed a survey to find out why. This lets the dealership try to win back that person and make changes to avoid alienating more customers. (Starts by early June 2016) 2 3 e attte a ate d dat da pda re Up are wa M Softw D0E: EC tor lt Retrac D0C: The Before Speaker: Lee Harkins President and CEO M5 Management Services HYUNDAI CONTINUED FROM PAGE 29 tem, as well as notes entered by the manager. The dealer also knows which staffers were involved in a service visit and whether the problem was "soft skills" - such as customer relations - or technical repair skills. The dealer and the general manager can see at a glance what action has been taken. Hyundai also has access to that information. "Sometimes, issues don't get resolved at the dealership level. If the person calls our customer care line," Deitz says, the original report and any response from the dealership are at the fingertips of call center employees. Hyundai hopes the three-part approach will discourage dealers from trying to game the system. Across the industry, service departments often pressure customers or offer inducements for a high rating, which results in misleading scores. "We want to be measuring behavior rather than a [customer satisfaction] score," he says. "Our desire is to stop chasing the number and focus on the experience." Still, Hyundai plans to eventually use the process to reward outstanding dealerships. And like many a carmaker, Hyundai is shooting for first place in J.D. Power's U.S. Customer Service Index Study, which is based on Power's own survey. Hyundai has boosted its score 2.9 percent since 2012, enough to remain fifth among mass-market brands, with a score of 814 out of a possible 1,000 points. The challenge? Mini, No. 1 then and now, has improved even more. ■ http://www.autonews.com/webinar05262016 http://www.autonews.com/webinar02252016

Table of Contents for the Digital Edition of Fixed Ops Journal - May 2016

Fixed Ops Journal - May 2016
Contents
Editor’s Letter
Service Counter
Legal Lane
Profit Builder
‘Grease monkey’?
Hail
Photo story
Richard Truett
High light
Service satisfaction
Certification
Tsunami
Recalls
90-second oil change
Financing fixes
Supreme Court
Tech trends
Top 50
5 Minutes With
Shop Talk
Fixed in Time

Fixed Ops Journal - May 2016