Fixed Ops Magazine - 2021 Vol18 03 - 14

service visit. But, matters get more complicated when
considering the divide between what consumers say
they want and what their actual behaviors indicate.
When asked how they prefer to complete specific actions
during their service visit, 72 percent of respondents
chose to schedule their visit
online. Yet, only a little over 30 percent
liked the idea of checking in
and dropping off their keys using
a self-service station or kiosk even
though this is a comparatively new
industry offering. Meanwhile, 55
percent of
respondents indicated
they would like to receive text or
email links to review recommended
maintenance, while 49 percent
would like to receive photos or videos
of vehicle damage to see what
needs repairing.
STATED PREFERENCES VS.
ACTUAL BEHAVIOR
Again, based on the Reynolds & Reynolds study, consider
that even though 72 percent of respondents said
they would prefer to schedule online, only 24 percent
actually took that action when scheduling their last
service visit. In fact, the check-in process has some of
the biggest disparities between consumer preferences
and observed behaviors. For example, only 6 percent
of respondents checked in using a kiosk, although 33
percent said they would like to do so. Similarly, 4 percent
used a mobile app to check-in, while a whole 40
percent said they would prefer that choice.
matters get more
complicated when
considering the divide
between what
consumers say they
want and what
their actual
behaviors indicate.
These data points, among others, illustrate the need to
meet customer expectations both inside and outside
the dealership as well as before, during, and after the
What to make of this discrepancy?
The answer lies in a point I brought
up earlier: If dealers do not take the
necessary steps to deliver a quality
online experience, then their customers
will be forced to default,
for lack of a better word, to normal
in-store interactions. This can be
damaging overall to customer satisfaction
and to perceptions of their
business in the process. Put another
way, the divide between stated preferences
and actual behavior does
not simply indicate that respondents are not being
truthful. But another factor may be that dealers fail to
deliver a digital hybrid experience.
14

Fixed Ops Magazine - 2021 Vol18 03

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2021 Vol18 03

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