Fixed Ops Magazine - 2020 Vol17 02 - 29

"willing to pay more for service" if dealers offered enhanced services.
The trouble is... dealerships do! These
'enhancements', such as electronic estimate approvals, valet services, guaranteed loaner vehicles, and videos or
pictures of recommended service, are
found in many franchised dealers across
the nation.
Katherine Swan, Business Intelligence
Director at InteliChek, says, "A dealer
will find that their success in the service
drive doesn't always depend on having
the lowest price, although that's often
the case. They need their customers to
recognize that servicing at their dealership has intrinsic rewards that aftermarkets seldom provide.
It's simply a matter of transparency. If
you can make the customer aware that
the price is very similar but their experience will be smoother, the repairs more

reliable, and their visit just overall better, they're far more likely to choose
your service department."
Balance between transparency in 'enhancements' offered at their dealership
and competitive comparison pricing is
what has contributed to Reichert Chevrolet's formula for success in the service
drive. The digital board makes customers aware that common services - the
type they may need at that very moment - are available and competitively
priced where they stand. Then, the ways
in which the dealership experience outperforms the aftermarket service providers can be clearly seen by clients in
the service drive.
Transparency can be seen as a buzzword in the automotive service industry,
but the causal nexus is real. According
to an AutoMD.com study, 83% of consumers feel that they're overcharged in
the auto repair process. However, when

"IT'S SIMPLY A MATTER
OF TRANSPARENCY. IF
YOU CAN MAKE THE
CUSTOMER AWARE THAT
THE PRICE IS VERY
SIMILAR BUT THEIR
EXPERIENCE WILL BE
SMOOTHER, THE REPAIRS
MORE RELIABLE, AND
THEIR VISIT JUST
OVERALL BETTER,
THEY'RE FAR MORE
LIKELY TO CHOOSE YOUR
SERVICE DEPARTMENT."
KATHERINE SWAN
29


http://www.AutoMD.com

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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