CANADIAN AUTO DEALER LOOKS AT SOME WAYS DEALERS ARE PROVIDING AN EXCEPTIONAL SERVICE EXPERIENCE
In today’s competitive auto retailing segment, fixed ops managers sometimes need a little more than efficiently-run service departments to keep customers happy.
That’s why an increasing number of dealerships across the country have adopted a variety of innovations to win service business and keep customers coming back.
To discover just what fixed ops managers are doing to meet this challenge, Canadian auto dealer checked in on dealerships across Canada to see how they are striving to stand out.
GOING THE EXTRA MILE
Courtesy shuttle services have become popular, and many dealers bus customers to local shopping malls if the job isn’t going to take long. Stores close to major international airports often arrange shuttles for customers who are leaving town while their vehicle is in for service.
Dealers located in auto malls often co-operate to provide free shuttles throughout the day to shopping centres, business districts and rapid transit locations.
This is the kind of service customers like to get used to, and once they’re familiar with the routine, they are often reluctant to establish another one. That’s how the dealership keeps their business.
While it may not be economically feasible for some stores to create the kind of customer experience expected by buyers of high-end luxury vehicles, there are still some simple ways they can elevate the experience.
HIGHER EDUCATION
The average customer might not want a technical thesis on the service work being done to the vehicle, but we found many do want a simple explanation.
It’s good policy to conduct a walkaround check of the vehicle with the customer and explain what the work entails, possibly using a tablet with one of the available software solutions.
They might not understand every aspect of the service, but an explanation will help make it more transparent. They’re also less likely to dispute the bill when the service is completed.
One group of dealerships in western Canada goes a step further by inviting new owners to regular “owner’s night” events where they can meet associates from the dealership and get to know their new vehicle inside out —and it’s maintenance schedule.
It’s also good practice to keep in contact with customers throughout the service work using phone, email or text messaging to report job status, and whether there are additional recommendations.
Many dealers also make a point to emphasize their technicians are technically trained and are experienced in working on repairs for the brand.
ADDED AMENITIES
For customers, there’s nothing worse than waiting for service in a cramped waiting room with out-of-date magazines, and decorated with a dusty display cabinet containing nothing but a couple of oil filters and a dreary row of OEM coffee mugs.
While it may not be economically feasible for some stores to create the kind of customer experience expected by buyers of high-end luxury vehicles, there are still some simple ways they can elevate the experience.
We found one luxury vehicle dealer who provides service customers with a private lounge that has not only WiFi and computer work stations, but also hot and cold beverages, fresh fruits and baked goods, daily newspapers and even a massage chair.
Another large dealer chain offers reward points with service, parts and accessories, which can be used to buy groceries. A customer perk like this could be offered by any store that takes the time to develop a relationship with local supermarkets or other non-auto businesses.
It’s important to think about all of your customers’ needs. Although OEMs relentlessly target young buyers in their TV commercials, seniors are a big demographic and form a solid customer base for fixed-ops business.
Courteous and speedy attention can pay off, as many dealers confirm, if trouble is taken to look after those with special needs or mobility demands.
A young customer might not mind a few minutes walk to the nearest transit link, but an older one may find it a challenge and would appreciate some help.
The one thing that is a must in every service waiting lounge? Wi-Fi.
STREAMLINING APPOINTMENTS
Busy customers always appreciate a fast and efficient appointment handling experience. Almost all dealers today have online booking capability, though some stand out.
Many offer 24 hours a day, seven days a week, response, something that could not be achieved as easily through taking calls.
Since computer technology changes almost daily, savvy dealers are continually upgrading their online services and streamlining the booking process.
Several stores Canadian auto dealer researched offer online parts purchase services that have been well received by customers with busy schedules.
Innovative customer satisfaction initiatives are common enough around the retail vehicle industry, and there are certainly some standouts.
Whatever steps are taken to win and and keep fixed-ops business must be part of an ongoing effort that keeps pace with technology, constantly studies customer response and always strives towards higher standards.
