 …and consumers are conditioned to get what they want right now! This makes it all the more difficult to address needs in the service drive when customers are lined up and in a hurry. So what’s the solution?
Fast Food Strategy #1 – Pre cooked food
Using a pre-work order can help to expedite the process by having the service information already documented. The only things that are necessary when the customer arrives would be taking down the mileage and performing a walk around.
Fast Food Strategy #2 – Ordering on line
Some grocery chains use web sites to allow customers to order their food on line so it will be ready when they arrive. Dealers use a similar strategy by allowing customers to schedule appointments on line so the customer can simply drop off the car and go.
Fast Food Strategy #3 – Self Serve
Many dealerships offer customers the option of either an early bird or late night drop. They mount an envelope dispenser and security box outside the showroom so customers can fill out their service request, drop the keys and take off. This strategy can also be employed with success during the morning rush. Here’s how it works:
- Prepare and display a large sign that is easily seen by customers who are waiting in the service drive. The sign might say: In a hurry? Use our Express Service! And an arrow points down to the express envelopes and drop box. You can also be proactive by having greeters who assist the customers with the express forms.
- After the rush, collect the express forms and fill out the repair order. Be sure to walk around the vehicle and note any additional opportunities for service.
- Call the customer to review the repair order as if he or she were sitting in front of you. Provide an overview and any recommended additional repairs.
Fast Food Strategy #4 – Delivery
Now this really goes above and beyond the normal dealership service department, but there are those who’ve created tremendous repeat and referral business from some of these ideas:
- Service in your driveway – Specially designed vans provide regular maintenance and tire rotations.
- Drop off service – many luxury lines bring a trailer and load up the customers car for transportation to the dealership. Some even drop off a loaner at the same time.
Some of these ideas may not work as well for your dealership as they do for others. But we’re certain that others have the potential to improve customer relationships and, therefore, long term retention.
For more information, see our course on Maximizing the Reservation Process. |
