Fixed Ops Magazine - 2020 Vol17 06 - 14

F EAT U RE

" INVISIBLE
SERVICE "
The Ultimate Customer Service Super-Power

N

ovember 1, 1961, Marvel launched " The Fantas-

were willing to pay for it. These stats were before the

tic Four " with Volume 1, featuring the Invisible

pandemic hit and we can assume that the numbers will

Girl. The thought of being invisible has always

be even higher in 2020.

been just child's play or fantasy. Fast forward 40 - 60
years, and the power of " Invisible Service " dominates

How do we implement the " Invisible Service " process

our everyday lives. Our dinners magically arrive on our

into our service experience?

doorsteps. Anything from a new pair of shoes to toilet paper can appear with a simple swipe. Even a pre-

Start with the 10 most crucial customer touch points

viously undiscovered new favorite TV show awaits us

in service and revamp them into The Touchless Ten.

on Netflix " Because you watched... " . Netflix analytics

Leverage technology and machine learning (AI) to

predicts what we want before we know it even exists. 

generate a  consistent, hassle free, transparent, and
modern " Invisible Service " .

Automotive customers now expect the same frictionless, liquid Service experience.

1. Rethink Reservations: Explore Multi-Channel
Digital Booking Options

Similar to DoorDash, Amazon, or Netflix, it is " Service
with a Swipe - making the inconvenient, convenient "
(Accenture 2018). Accenture coined the phrase, " Invisible Service " in an in-depth study of automotive
customers. In 2019, they found that 55% of those customers preferred pick-up and delivery services to their
home, their work, or other locations and 75% of them

14

In the past, almost 90% of customers called a dealership to book an appointment. If we want " Service
with a Swipe " , it begins with engaging the customer in a mobile or online experience. First, we need
to analyze the Service Department's current online
booking rate and see how it measures up against the
airline industry's online booking benchmark of 87%.



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
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