Fixed Ops Magazine - 2022 Vol19 03 - 26

FEATURE BY TODD MARCELLE
OVERNIGHT
EMPOWERMENT
With self-service for your service advisors and customers
R
etailers are capturing record-breaking margins.
Yet the top story remains the economic
after-effects of a global pandemic. It is not hard
to understand why the dealership service department
might feel like more of an afterthought than ever.
Rewind the clock just two years.
Service departments were proving
ONCE AGAIN why they were the financial
backbone of the business.
They propped up many stores that
saw sales plummet in the midst of
shutdowns and stay-at-home orders.
In fact, if you do not provide an exceptional service
experience, your revenue takes a dual hit: You miss out
on the service work. But it is ALSO likely that you will
never get a second crack at selling that customer a
new vehicle.
if you do not provide
an exceptional
MAXIMIZE THE LIFETIME
VALUE OF THE CUSTOMER
Even now, with the focus shifting back to moving inventory,
the smart play for long-term success is always
to maximize the LIFETIME VALUE of a customer. That
means creating repeat business. And that means earning
the customer's loyalty on the service side.
service experience,
your revenue takes
a dual hit
So, how do you provide an exceptional
service experience in 2022?
CUSTOMERS WANT
CONTROL, EFFICIENCY
AND CONVENIENCE
Consider that customers want control,
efficiency, and convenience. Ideally,
they want each of these things
wrapped up in one smooth experience.
These preferences dovetail with the public's growing
comfort interacting with automated technology rather
than an advisor, technician, or salesperson. They also
dovetail with a more profitable dealership model. Such
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Fixed Ops Magazine - 2022 Vol19 03

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2022 Vol19 03

Fixed Ops Magazine - 2022 Vol19 03 - 1
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