Service Experience
Our data suggests there is significant opportunity to enhance the service experience and improve customer satisfaction to not only boost service retention, but to improve the service-to-sales handoff, and increase both new and certified pre-owned (CPO) sales, as well.
The Basics
When asked about their last service visit, auto buyers reported their dealers were missing many basic and essential points of interaction before, during and after their visits. While some of these actions might seem commonplace, our data suggests they aren’t. Covering the basics is the first step toward building positive, meaningful consumer relationships. With the fundamentals in place, there’s opportunity to enhance satisfaction and in turn, drive improved retention that drives more customer-pay work.
The Handoff
Perhaps more surprising is how few auto buyers were provided a trade-in value for the vehicle they were servicing, given information on new vehicle offers, introduced to a member of the sales team or offered to trade in the vehicle they were servicing.
The value of the service lane in boosting both new and CPO sales is significant. Dealers who focus on processes that directly impact the service-to-sales equation can take full advantage of the customers in-hand and seize the collective opportunity they bring. The handoff can be to new sales or a dealership’s CPO sales.
What do all these actions have in common? Not costly outlays or reconfiguring of floorplans. The priority is to simply create a culture and process that engage customers and help keep them in the family.