Fixed Ops Magazine - 2022 Vol19 03 - 30

The process outlined here is almost TOO easy. It requires
next to nothing from service advisors and lets
the customer exercise full control over every step of the
process. We know that greater convenience in the dealership
is rewarded with greater customer satisfaction.
That satisfaction ultimately translates into improved
retention rates.
Plus, do not overlook the concept that allowing customers
to pay for their service at any time also means your
kiosk is potentially creating upsell opportunities at all
hours of the day and night. And, they are higher-value
opportunities because CUSTOMERS ARE MORE LIKELY
TO ACT ON THEM, according to GRUBBRR.com.
Why? This goes back to the passive vs. active partner
distinction: When customers feel that they are dictating
the direction of the transaction, they are actually
positioned to TALK THEMSELVES into spending some
extra money.
The no-pressure, transparent presentation of upsell
options by a kiosk allows customers to perform their
own private cost-benefit analysis at their own pace. It
is amazing what customers will do when they arrive at
a decision on their own rather than feeling like a dealership
employee coaxed them into paying for a service.
A WIN-WIN IN SERVICE
So, think back to our initial question: How do you provide
an exceptional service experience in 2022?
30
While there may be many viable answers to that question,
there is only one that manages to uniquely empower
both your advisors AND your customers at the same
time while adding tremendous value to your operation
literally overnight: self-service kiosks.
It is time to put your customers in the driver's seat and
free up your service advisors to do the profit-generating
work that only they know how to do.
Todd Marcelle is vice
president and co-founder
of GoMoto, a leader in
kiosk technology for the
service lane that provides
streamlined, selfled
customer check-in
and check-out. He started
the company in 2013,
and it was later acquired
by Reynolds and Reynolds
in 2021.
Marcelle brings more than 20 years of experience in
founding, building, leading, and scaling organizations
positioned for rapid growth. Prior to GoMoto, he started
and sold two companies and served in various executive
positions in multimedia research, business strategy,
sales, and commercial operations.
http://www.GRUBBRR.com
Fixed Ops Magazine - 2022 Vol19 03

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