Fixed Ops Magazine - 2020 Vol17 02 - 42

FEATU R E
MARCH APRIL 2020 || FIXED OPS MAGAZINE

SERVICE C US TO M E R
EXPERIEN C E C H E C KL I S T
TI PS TO B E T T E R YO UR C USTO M ER'S E X P E RIENC E
A N D K E E P TH E M CO M ING BAC K
BY DAVID FOUTZ, VICE PRESIDENT OF SALES FOR XTIME AT COX AUTOMOTIVE

W

ith the overall vehicle sales
pace expected to trend lower
in 2020, more dealers find
themselves relying on fixed ops revenue
to ensure profitability. As a result, competition for service customers is tightening. This marks both a challenge and
opportunity. Dealers who act quickly
to strategically implement a more informed and engaging customer experience will be best positioned to succeed
in this fixed-ops-driven market. To do
this, dealers must make sure they offer
a customized, transparent, and efficient
service experience that meets the very
high standards of consumers today.
Dealers who want to rise to the occasion while also boosting profits can use
this checklist to identify improvement
opportunities:
1. Is your customer experience tailored
for each individual customer?
Customers are used to being treated in
a certain way based on their day-to-day
retail and service experiences outside
of the automotive industry. Between
the focus on customer experience, in-

PERSONALIZATION
DRIVES THE CUSTOMER
EXPERIENCE TODAY.

42

tense competition, and advancements
in personalization technology, the most
minute detail can make or break a sale
- or a confirmed appointment with
your service department.

offers. By meeting their expectation
that you know and remember them,
and communicating in ways they prefer,
dealers can fill unsold shop capacity for
big benefits to their bottom line.

Personalization drives the customer
experience today. Communications
should be specific to the individual's vehicle and show insights based on their
last service appointment. Tools like
text marketing can help dealers tailor
the message medium to a customer's
preference, rather than only relying on
email, phone, or mailer campaigns. Tailored communications encourage customers to schedule at your shop and
keeps them coming back with targeted

2. Is your service experience transparent?
Price transparency is the second most
cited source of consumer frustration
with the service experience. The lack
of customer understanding of vehicle
maintenance costs and needs has bred
distrust toward dealer service departments. Additionally, there is a perception among some dealers that believe
sharing prices online for too many re-



Fixed Ops Magazine - 2020 Vol17 02

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

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