Crush The Customer Experience

The car business is over 100 years old. Since its inception, we’ve seen everything from Tin Lizzies to Tesla’s, written ledgers to DMS systems. Yes, the industry has come a long way; and in all that time, we continue to struggle with customer retention.

Whether your product is cars or candy bars, repeat business is paramount to propel business forward. As the industry gets deeper and deeper in ecommerce, dealerships need to stop selling cars and start selling the ownership experience. When you do, you will have customers for life versus a car sale.

In short, we need to crush the customer experience before, during and after the sale. We do that by creating value before the sale, building the expectation during the sale, and demonstrating value after the sale. Here’s how:

1.???Create value before the sale – Most people begin the shopping process online today. Make service part of the ownership story. Video sells. Create a video for your website that talks to the ownership process, instead of a car sale. A Cox Automotive study shows that two of the reasons customers don’t come back to the service department at a dealership after purchase because of perceived cost and convenience. Be sure your online message answers these points.

2.??Build the expectation during the sale – The sales to service hand off is critical. Make service part of the sales process. Make no less than three service touches during the sale process.

The first touch is on the test drive – Introduce the value of maintenance at the test drive. Whether they plan to own the car forever or turn it over for a new one in a few years, keeping the car in good mechanical condition will result in longer vehicle life and value at resale.

Deliver the second service touch at the sale – Take the customer on a tour of your facility that goes beyond the coffee and popcorn machines. Take them on a service walk. Show them the bays. Introduce them to any service team member available, whether it’s the service manager, a technician walking through or the receptionist who will process the paperwork, get them used to the service process with your team, not a third party repair shop. A customer who services their car at the dealership is five times more likely to purchase their next vehicle at that dealership.

The third touch is at pick up – Once you’ve shown them all the bells and whistles they just purchased, show them the maintenance section of the owner’s manual and remind them about the importance of keeping the car in good service condition for a longer more satisfying ownership experience.

The final touch is a video from the dealership. Thank them for putting their trust in you, congratulate them on their purchase, wish them safe and happy travels in their new car, and look forward to seeing them for their first vehicle maintenance in approximately x,000 miles.

3.??Demonstrate value after the sale – Whether it’s a first or 50th visit for service, service value is key to keeping the service customer coming back. This starts and ends with the service team, and the processes within the department. Your service manager manages the processes and lead the team. Every team member is important, and each person has a responsibility to the team and the customer. Every day is all-hands-on-deck. It doesn’t matter if you’re down one advisor, two techs or a receptionist all in the same day, the customer expects the service you promised, and they deserve it.

?Preparation – Just as we have daily sales team meetings to discuss goals, daily service meetings are vital to making sure each service customer receives the best care.

- Review the customer and the vehicle

- Look at the maintenance to date and what might be needed.

- Prepare for the unexpected – time delays, more maintenance than expected, etc., and the best way to handle those situations so that other customers don’t suffer for someone else’s problem.

Redundant communication – At the appointment, explain the process. Customers don’t read the manual! They don’t know what they need. They depend on you to help them, not sell them. They don’t understand the vehicle walk around. They think you’re examining their car for dents and scratches, so they don’t get blamed for something when they pick up the car.

- Read the mileage to them. If they came in for a routine oil change and they’re close to a threshold maintenance, explain how close they are to the next maintenance and determine, with them, what is most important at the time.

- Check the tires – with them. Show them a new tire and compare it to theirs. If they don’t need tires now, tell them that. Tell them what you think based on their driving habits and your experience.

Even though you’re in for a yearly physical, you doctor still asks if you have questions or if there’s anything that requires a closer look.?Ask the customer if they’ve noticed anything they want to bring to your attention. Assure them you will investigate it and call or text them if you determine something needs to be done.

Close for the next service at the pickup – Don’t leave the car in a lot and direct the customer to it. Deliver the car to the customer. Thank them for their trust and look forward to seeing them in x,000 miles. In the meantime, you’re just a call away should they have a question or concern.

We have one simple job – bring customers in and keep them coming back. Don’t overcomplicate it with analysis paralysis. Don’t be a slave to the CRM. Be a servant to the customer by crushing the customer service experience.?