Fixed Ops Magazine - 2020 Vol17 02 - 18

MARCH APRIL 2020 || FIXED OPS MAGAZINE

ARE YOU ROLLING OUT
THE RED CARPET TO
TREAT THEM LIKE A
VALUED CUSTOMER
WHO HAS BEEN
INCONVENIENCED BY
YOUR FACTORY'S
MANUFACTURING
DEFECT OR DO YOU
TREAT THESE REPAIRS
LIKE A DISRUPTION
TO YOUR MORE
PROFITABLE ROS?
ever, every consumer does deserve
honest, prompt and periodic communication. This lends to the theme of
transparency and making customers
feel valued. Setting realistic expectations, especially with regard to wait
times, is a sign of respect. Your service
advisors are being paid to stay at the
dealership the whole day - your customers aren't. Wait times are directly
tied to customer satisfaction. Let's stop
shooting our own feet.

repair shops seem to operate under
cultivates a win-at-any-cost approach
to customer acquisition. It may explain
the short lifespan of many unreputable
shops that cannot deliver, but also highlights the success of those willing to
deliver on the consumer's demand for
value. Franchise dealerships don't need
to adopt deceptive practices, but rather
recognize that every single customer
interaction should be addressed with a
similar ambition to please.

Independent Repair Shops
are Hungrier

Act Like They Matter

Independent repair shops lead with
price because they know it works as
a means to get customers in the door.
From there, it's a mixed bag of service
delivery and outcomes. One fact remains consistent - small business owners can't afford to acquire customers at
a loss. Neither should franchise dealerships. Still, the urgency independent

18

Not every consumer that walks through
the door is going to convert into a customer. However, every consumer that
walks through the door should matter
to your dealership. This is especially
true if they've had service with you in
the past. The success rate of selling to
a customer you already have is 60-70%,
while the success rate of selling to a new
customer is 5-20%. Customer acquisi-

tion costs are skyrocketing and your
team can't afford to be so dismissive,
even when expectations are unrealistic.
A Google search of independent repair
shops in your PMA will reveal countless
small business owners who will walk
barefoot on hot coals to deliver exceptional service to your customer. This is
especially true when it comes to how
you treat owners of recalled vehicles.
Are you rolling out the red carpet to
treat them like a valued customer who
has been inconvenienced by your factory's manufacturing defect or do you
treat these repairs like a disruption to
your more profitable ROs?
Some Consumer Are Never
Coming Back
Lick your wounds, learn from your mistakes and apply your improved efforts
on future interactions. It depends on
your market and the location of your
closest competitor, but you may be



Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

Fixed Ops Magazine - 2020 Vol17 02 - 1
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