Fixed Ops Magazine - 2020 Vol17 06 - 10

F EAT U RE

EXCEPTIONAL
SERVICE
EXPERIENCE
at Your Customers' Fingertips

W

hy is it that the experience of getting our

So why is auto service not like this yet? It is not be-

cars serviced is not the same as the service

cause of a lack of desire. I spend a lot of time talking to

experience we get from leading brands in

Service Directors, General Managers, and other deal-

other industries? For example, I experienced Panera

ership employees. They all want to provide that great

Bread's new ordering system several years ago when

experience. In fact, their business depends on repeat

I used their app to place an order for the family. We

customers and nothing impacts that more than the ex-

passed the phone around, discussed who was going

perience they provide.

to trade half a sandwich with whom, argued with my
youngest son about the $4 drink he wanted to buy that

As I see it, the real problem is a lack of great tools for

would be discarded after one sip, and generally went

auto dealers. Many have tried to cobble things togeth-

through the complex family debate required to order

er. But you can't achieve what Panera did by stitch-

lunch. There was no impatient cashier, nor were there

ing together various solutions from multiple vendors.

any embarrassing outbursts in front of strangers. It all

It needs to be an end-to-end system. And that sys-

happened in our living room. When it came time to pay,

tem needs to connect to data from the OEM, the DMS

I just double tapped to Apple Pay and it was finished.

or accounting system, recall information, and other

Later, I drove to Panera, picked up our order off the

sources as well in order to be effective. There is a lot

shelf and we were good to go. Panera Bread created an end-to-end mobile experience that was simple and
better than ordering at the counter
or by phone. I can still order the other ways, but I never choose them.

10

the average US adult
spent 3 hours and 43
minutes a day on
mobile devices in 2019

of complexity and it's tricky to make
a simple, mobile-first service experience for vehicle owners.
According to eMarketer's authoritative research on how consumers



Fixed Ops Magazine - 2020 Vol17 06

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 06

Fixed Ops Magazine - 2020 Vol17 06 - 1
Fixed Ops Magazine - 2020 Vol17 06 - 2
Fixed Ops Magazine - 2020 Vol17 06 - 3
Fixed Ops Magazine - 2020 Vol17 06 - 4
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Fixed Ops Magazine - 2020 Vol17 06 - 67
Fixed Ops Magazine - 2020 Vol17 06 - 68
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