Digital Dealer - April 2020 - 11

Yet, examine the average service
transaction in the dealer-world, and what
does one witness way too often? Let's see,
non-technical reception personnel sporting few answers for crafty consumers, very
few years under their semi-experienced
belts, pushed constantly on time, loads
of paperwork, and multiples of computer
data entry, all entombing their actual
affable personalities ("Good morning!"
becomes "Whatta need" by late afternoon
some days). Hollow and time-wasting
queries from all sides, necessary reference
data not readily available, demanding
consumers inﬂuenced by clueless marketers (who have never performed anything
these "experts" market) - franchise hired
auto vendors promoting speediness over
everything else, coupons falling from
the sky like acid rain, pressured general
managers who aren't interested or knowledgeable enough to handle anything
service-related ("give it to them" is their
mantra), pissed off employee spouses due
to unexpected and common additional
work hours, and at least two to three
unruly and unmanaged skilled technicians
sporting, "It's all about me" attitudes. The
usual two-year average lifespan of writers
before bailing - I get that.

make service visits, owner maintenance requirements to protect the many big-dollar
warranty coverages, beginning the important relationship with an assistant service
manager (not a service advisor "clerk"),
dependability issues related to correct
maintenance ﬂuids and parts - another
effect on warranties, services done while
waiting versus leaving the vehicle, loaner
and rental policies, and tech certiﬁcations

" The beauty
of most of these
conveniences is the
related costs - very
little or nothing at
all in some cases. "

On the Other Hand
What's amazing is the amount of money
spent attempting to cajole customers into
returning for service. Discounts being the
main offering, which ultimately creates a
generation of consumer "coupon junkies"
who will bail for $.50 - you know exactly what I mean. Yet, the missing parts
creating real consumer loyalty (along with
the all-important workforce) are so simple
and effective.
Let's begin with education, both for
staff and vehicle purchasers. There are so
many areas of vehicle ownership important to an ongoing satisfying experience
with the dealership. Shelling out the
purchase money is only a beginning and
should be treated as such. But prior to being able to communicate with the newbie
buyer, the employees must be completely
knowledgeable and all singing out of the
same hymn book so to speak.
Such vital areas as when and how to

April 2020

to help ensure correct work is performed.
There are also vital leasing obligations
related to required maintenance, items
that negatively affect trade-in and ultimate resale, owner safety checks, owner's
manual contents, maintenance validation,
appropriate replacement parts, as well as
understanding staff positions and related communication channels. It's a lot to
process.

What About
The shuttle system, proper amenities
in the customer lounge - "you can be
productive while you wait," everyday low
pricing - no gimmicks or come-ons, quality control program, maintained service
history for warranty protection, maybe a
validated in-vehicle maintenance log to
enhance resell - worth big dollars, required
maintenance reminder program - we will

contact you, after-hours drop-off and
pick-up, wash and vacuum when requested, 24-hour emergency service hotline,
pick-up and delivery within X miles,
rewards programs, vital courtesy safety
and dependability inspections, emergency
considerations, and even ﬂat-bed service.
There is also the enhanced trade-in value
at the end with full maintenance documentation, discounted annual appearance
reconditioning program, plus a referral
program for friend and family vehicle purchases. Why would anyone go elsewhere
unless they live in Timbuktu?

No Downside
The beauty of most of these conveniences
is the related costs - very little, or nothing
at all in some cases. Relationship building
based on who patrons know personally
(ﬁrst), and then what dealers provide
educationally is most effective, along with
convenience factors. Of course, employee turnover is devastating to customer
retention, and one of the key components
to their continued loyalty is consistency.
Associate retention is obviously number
one (and another column) where customer retention is concerned (unless the dealership is in an extremely transient area).
Step back and examine your current
situation from the consumer standpoint,
beginning with new and used vehicle
delivery. What happens then, shortly
afterward, and at the ﬁrst service visit will
determine the budding relationship the
new buyer will continue to have or not
with the operation.
Sneak out of your rat-race for an hour
or so and perform this important exercise - put on a new hat and I guarantee
you will discover many no-cost ways to
help cement an ongoing relationship with
your new patrons. Keep in mind that these
vital individuals will be paying you and
the many bills you regularly inherit in
the months to come. And make sure your
associates understand this too. Besides,
showing the love doesn't hurt much most of the time.
(View contributing writer bios on page 4)
To share feedback or submit questions/topic
suggestions, email magazine@digitaldealer.com

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Digital Dealer - April 2020

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