Fixed Ops Journal - August 2021 - F25

FIXED OPS JOURNAL
Build trust, offer convenience, win customers
K
nowledge, trust and convenience
are three factors dealership service
departments need to focus on to win
and retain customers, according to
a 2020 Service Shopper Study conducted by
CDK Global.
Kim Saylor, senior product marketer of fi xed
operations at CDK, kicked off the fi rst installment
of the 2021 Fixed Ops Journal Forum by
looking deeper at the study results.
Th e survey of nearly 400 service customers
revealed the factors they consider when making
a decision about where to take their vehicle
for repairs. Th e top factor was the service
staff 's knowledge of the vehicle as well as the
customer's feeling the dealership could provide
the best service.
Slightly more than 4 in 10 respondents also
said a dealership's reputation was important.
A fi nal consideration - cited by nearly 40
percent - was the existing relationship a customer
had with the dealership. Th ey purchased
the vehicle at the dealership, they're
getting it maintained there, " and they feel that
service is both top-notch and trustworthy, "
Saylor says. As a result, " they come back and
or rewards programs.
" Th ese are qualities and features an independent
shop just doesn't have, " she says.
Another way to win back customers is by
building trust through transparency . Consider
posting service prices online - but make
sure pricing is consistent.
Also, invest in tools that will help foster that
Saylor: A majority of independent repair shop
customers would give dealerships a chance.
buy their next car. So they become customers
for life. "
For those who have abandoned the dealership
for an independent repair facility, 74 percent
said they are willing to reconsider. Even
68 percent of customers whose cars aren't under
warranty would visit a dealership again.
To reclaim those customers, dealerships
need to promote their specialized knowledge,
genuine parts and superior reputation. Dealerships
also could highlight the benefi ts of
their relationships with the automakers on
things such as connected-vehicle recall data
transparency, such as technician videos texted
to customers to explain the work that's
needed.
" It's promoting trust. Th ey're seeing it with
their own eyes, " Saylor says.
A fi nal piece of the puzzle is convenience.
Survey respondents reacted positively to service
pickup and delivery, mobile service, appointment-free
visits, express service and extended
hours, she says.
Saylor says dealers have made great strides
in bringing back business.
" As we move forward away from 2020,
there's a huge opportunity for new-car dealerships
to grow the service business, " she
says. " Th ere's still a lot of customers to bring
back. "
- Dan Shine
Time to get back to customer service basics
I
n his 35 years in fi xed ops, Bob Cawley
has heard his share of advice. He has
been told about new gadgets, the latest
and greatest processes and bold " outof-the-box
thinking. "
To it all, Cawley says, " Phooey. "
" I've come up with a new saying for 2021:
It's time to get back in the box, " he says.
Cawley, corporate fi xed ops director at Horne
Auto Group in the Phoenix area, closed out the
fi rst installment of the 2021 Fixed Ops Journal
Forum. He says service departments need to reestablish
a relationship with their customers.
" I still believe that people that own automobiles
need to have someone that they can
trust to help them care for and protect their
automobile, " he says.
" I really do feel like a lot more eff ort needs
to be made to bring back some good old-fashioned
customer service. "
Cawley says consistent training for service
advisers is a " focused eff ort " at Horne. Th at
training emphasizes walk around inspections
with the customer while shooting the breeze
Cawley: " Everybody thinks we're in the car
business. We're in the people business. "
about the weather, sports or other topics.
" I want some humanity to happen where
people touch people because everybody
thinks we're in the car business. We're in the
people business, " he says.
Cawley is a big believer in every service adviser
taking a couple minutes with each customer
to set their next appointment six
months out. By his math, if service advisers
did this consistently with, for example, each of
12 daily customers and only half eventually
kept the dates, in two years or so advisers
would have an automatic dozen appointments
every day.
" And everyone that comes in is coming to
see you, " he says. " Everyone that comes in to
see you likes you. Th ey plan to be with you.
" And when you present things to them that
they need to have done to their vehicle, they
are more receptive because you're the guy. "
While Cawley admits to being a bit old-fashioned,
he says technology can be useful in the
service lane. It just can't be expected to take
the place of customer service.
" People still own the cars, and people need
to be taken care of, " he says. " And if we can
fi nd the way to do that, and we can blend
technology and personal attitude and care,
then we're way ahead of the game. "
- Dan Shine
AUGUST 2021 PAGE 25
Fixed Ops Journal - August 2021

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