Fixed Ops Magazine 2023 Vol 20-3 - 34

FEATURE BY COREY A. PARKER
CUSTOMERS
ARE YOUR
POTENTIAL
Pairing Customer Count with Great Customer Service
T
hroughout the auto industry it seems that many
service departments have put a lot of focus on
ticket average, but what about car count? Car
count or " Customer count " should be more focused on,
rather than having a high ticket average. In truth, the
potential is in how many customers you have. More customers
equals more potential to garner business and
ticket average will follow.
As once told by a wise mentor, " The man with the most
customers wins. " This meant that the service department
that was driving customer count had the most
potential for a sustainable amount of regular business
while maintaining a good ticket average.
PRIME EXAMPLE: SERVICE DEPARTMENT
" A " AND " B "
Service department " A " does 10 cars a day with a ticket
average of $500.00. Service department " B " does 50
cars a day with a ticket average of $100.00. The revenue
appears to be equal, but is it?
Service department " A " seems to be making higher
sales. But in the longer run, service department " B " has
the most potential and is more destined for success and
growth for a long term. The reason service department
" B " has the higher potential is due to running a higher
customer count on a regular basis. This naturally brings
higher potential to service more customers along with
the potential to run 50 customers a day and garner a
ticket average of $500 as the customer base and service
department grows. Given this additional perspective, it
appears that service department " B " has the higher potential
at this point in time.
THE CUSTOMER SERVICE VARIABLE
But if the service department " B " example is implemented
without great customer service, the customer count
will not be sustained over a long period of time. This
factor will ultimately cause the customer count to dwindle.
Also, the idea that hitting home runs on every ticket
is not always the best process when it comes to taking
care of customers. Proper customer service is delivered
not only with a smile, but with a sense of compassion
34
Fixed Ops Magazine 2023 Vol 20-3

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