Customer Satisfaction is a measurement that the entire automotive industry and many others use as a tool to ensure they have ‘Satisfied’ customers. While the customer who just left your service department is satisfied with his/her most recent visit, does this guarantee a return visit? What can we do differently to ensure that next time that customer requires service he/she ONLY thinks of our dealership?  Your customers may simply go somewhere else and again be satisfied by the service they received at other locations.

Recently, here at Auto University, we’ve been doing some analysis of data collected from CNW Marketing and we found some very interesting facts.

Customer loyalty to the service department has experienced a steady decline over the last seven years. In 1999 there were 12.6% of new vehicle owners using the dealership service department "All the Time", but by 2005, the number had dropped to 7.6%. In fact, there has been a dramatic rise in the percentage who "Never" use the service department from 17.2% in 1999 to 27.1% in 2005.

This shows that customers are willing to be loyal to the dealership; however, based on current trends these customers may lean towards other locations in the future.

Auto University consultants recommend that you be prepared for each one of your customers, that you greet each one at the vehicle and that you use the client’s name at least once while you conduct a walk-around on the vehicle.

How do you think a customer feels when he comes to your location for scheduled maintenance and each time is asked “What’s your name again?”  Conversely, can you imagine the feeling of Mr. Smith when he is greeted in the following manner:  “It’s great to see you again, Mr. Smith, and welcome to ABC Motors!”. Suddenly the customer has a feeling of ‘Wow!  They remember me and must appreciate my business’. While surely you all really do appreciate the business from your customers, show them some recognition and use a process to ensure they are remembered each and every time they pull onto your service drive.