Fixed Ops Magazine - 2020 Vol17 03 - 30

F EAT U RE

GENDER B A LA N C E
YOUR SE RVI CE
D EPA RT M E N T
Reinventing your advisor staff to appeal to
65 percent of your customer base

T

alk of dread and gloom seems to have recently

ioral culture existing in so many service centers. That

shifted to a more positive tone from many of the

also means a chance to revamp the mostly male advisor

thought leaders in the fixed operations world.

front line with a more gender-balanced mix of men and

In the industry's first day-long, virtual conference ver-

women. The existing average ratio of female to male

sion of Ted Ings ongoing Fixed Ops Roundtable, those

advisors, which sits at roughly 20 percent according to

leaders called for a reinvention of fixed ops that will

a workforce study conducted by the NADA, is hardly a

take the business to a new level. The consensus of that

match for the women who account for 65 percent of all

group was that there will be a dramatic increase in fo-

service customers, as identified by the National Insti-

cusing on the use of technology in the service center.

tute for Automotive Service Excellence.

But this COVID "hole in the boat", as Brian Benstock

Retail auto service centers have dramatically reduced

referred to it during the event, will also be a prime time

staff to cope with the ongoing COVID-19 pandemic.

for fixed ops leaders to focus on reinventing the behav-

Those cutbacks likely included service advisors who
were borderline keepers in the first place. Sad as it is,
many other industries have used large business downturns to reinvent their operations for the better. COVID-19 will give dealer service centers the opportunity to
do the same.
Unlike the great recession of 2008, which came on rather gradually, this event came on suddenly and with little
or no warning. That means service center leaders had
little time to effectively evaluate which advisors would
be retained to serve what level of customer business.
While this sudden contraction of staff has virtually no
upside for the near term, it is an opportunity for management to rebuild their service culture to maximize
the bottom line and customer experience. That means
rebuilding their advisor staff to instantly build trust
with up to 65 percent of their customer base.

30



Fixed Ops Magazine - 2020 Vol17 03

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 03

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