Fixed Ops Journal - October 2022 - F17

What Can Dealerships Do To Attract New Service Customers
and Win Back Those Who've Left?
The Service Shopper 2.0 research shows that dealerships
are viewed as customer-centric, while chains are considered
convenient, and independent shops trustworthy. Incentivizing
customers is just one way to win their business. Here are a few
more ways dealerships can play to their strengths and improve
their perception in other areas.
47%
of customers prefer
to wait for their vehicle
to be prepared
In 2020, 63%
of shoppers
went to a dealer
for warranty work
Maximize Creature Comforts
that number
dropped to
55%
In 2022,
Combined with the fact that the first seven years of a car's life
is the sweet spot for dealership service and visits decrease after
that, these shifting trends are more alarming. Dealers need to be
proactive to stay in the consideration set.
But these indicators show dealers can still build their
service base:
58% of non-dealership customers said they are considering
scheduling a service appointment at a dealership in the
future.
86% of customers say that dealerships make it easy for them
to understand servicing needs prior to and throughout the
service workflow.
According to our recent research, the growing popularity
of electric vehicles (EV) is another opportunity. 59% of EV
owners trust dealerships more when it comes to service.
The study also revealed that four out of five EV owners will
take their vehicles to a dealership for service.
Nearly half of customers surveyed said they prefer to wait for
their vehicle to be repaired. Customer lounges with Wi-Fi, work
areas, and snacks and beverages (coffee makers and vending
machines) are top motivators.
Provide Current and Future Service Needs
The most frustrating part of the service experience for
customers across all service providers is not understanding
what their future service needs will be. CDK can help
dealerships provide real-time service updates and assist
technicians in identifying current and future service needs.
Power Up EV Positioning
59% of EV owners trust dealerships more than other providers,
so as the EV market grows, so does the opportunity for dealers.
Since EV technology is still perceived as a specialty repair, it's
important to market that your dealership is equipped with the
expertise and technology EV customers need.
Boost Your Online Presence
Reputation matters - especially among Gen Z. One of the
best ways to build up your reputation is to encourage satisfied
customers to go online and review their service experience.
Register for the Fixed Op Forum today to learn how
you can grab a greater share of service customers.
cdkglobal.com/forumregister
© 2022 CDK Global, LLC / CDK Global is a registered trademark of CDK Global, LLC. 22-7257

https://www2.cdkglobal.com/l/146251/2022-09-07/35g3tc

Fixed Ops Journal - October 2022

Table of Contents for the Digital Edition of Fixed Ops Journal - October 2022