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As part of every auto manufacturer’s plans for selling more vehicles and
retaining more customers for 2007, 2008 and into the future, why not look to
your dealership service drives to:
- Successfully “drive home” this agenda
- Increase customer retention
- Place a brand new focus on the term “owner loyalty.”
More important impressions are made on the service drive, or waiting on hold
on the telephone for service, than anywhere else in retail.
Lately, we hear a lot about first service visit retention. The automakers are
measuring their dealers’ success and giving them 6 months to retain the customer
for the first visit (usually an oil change). Isn’t this short-sighted? Anyone
can get the first service. Why not measure the first four visits?
What are your dealers’ practices to introduce the customer to service? And what
will your customers actually experience when they do, in fact, call or just show
up?
At Fette Ford, in Clifton, New Jersey, you hear and see a great process from the
moment you call the service department. Someone on the other end of the phone
does not ask, “Can I help you?” Instead, the more personalized greeting is
“Thank you for calling service. This is Jean. I can help you!” She’s making a
positive statement from the moment the phone is answered! Don’t you think
customers want someone who can actually help? Change your terminology and you’ll
please your customer!
Upon arrival at Fette Ford, Customers receive a prompt greeting at the vehicle
by a full-fledged team. A pre work order package was generated the evening prior
to the appointment. This order includes the customer’s primary concern, the
complimentary inspection and the menu. It also includes both the manufacturer’s
service history and dealership’s service history. All pre-done, to save the
customer time when they arrive. While the customer accompanies the Service
Advisor around the car, 100% of the time, fluids are topped off under the hood
and the battery is tested. Don’t think it works? Ask John Fette, the General
Manager. The customers are saying “WOW! – You’ve respected my time!” That’s
great service.
And for walk-ins and quick oil changes? How about an Express write up form,
including the Complimentary Inspection and Menu or Service Pricing Guide? Your
customers will see value from the moment they arrive. And they get a full
walk-around, 100% of the time.
If you want to make this happen for your dealerships, too, then contact me
personally, at Auto University. Our business is evolving. Customers have more
choices. You have the greatest opportunity by recognizing sales and service are,
in fact, one. You’ll sell more vehicles and keep your customers coming back for
more.
Next week, more on specific actions you can take immediately to respect your
customers’ time and get them saying “WOW!”
This Auto Cast was recorded by Ted Ings, at Auto University.com Thanks for
listening!
Founder and President
Auto University, Inc.
(800) 344 4100 Headquarters (toll-free)
(313) 486 4501 Detroit
(310) 464-1510 Los Angeles
(716) 984 6611 Mobile |
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