Fixed Ops Magazine - 2021 Vol18 03 - 48

In my experience, all customers want
their experience to be three things:
* Easy to Navigate and Use
* Transparent
* Personable
communication
should be
simple and short
1. EASY TO NAVIGATE AND USE
Today, " easy-to-use " translates to having the technology
in place to meet customer needs. This means
kiosks, apps and videos that reduce wait time and
frustration. If you are hesitant about investing in this
technology, remember that it can result in a longterm
return. An app that reduces the costs you pay
to the BDC, or a 30 second video that saves a service
advisor an hour spent on the phone with a frustrated
customer will make you money in the end.
Keep in mind that easy-to-use also means that communication
should be simple and short. No customer
wants a 3-page email when a short text can accomplish
the purpose. Today, people do not even want to
talk on the phone if it is not required. In fact, according
to J.D. Power, 67% of customers who receive text
messages from the dealership " definitely return " for
service versus 55% who were updated via phone.
2. TRANSPARENT
We all know that there are some things technology
just cannot do. In those moments, customers rely on
their service advisor for an honest assessment of the
best path forward.
Imagine a customer who comes into a dealership
and his or her vehicle needs a part that is on a seemingly
never-ending backorder. Understandably, the
customer is upset. Instead of throwing one's weight
behind questionable parts for the customer, a good
service advisor would say something like, " Listen, in
your shoes, I'd be upset too. But I do not want to
give you parts that may not work. I need to touch
base with the master technician and the manufacturer.
Unfortunately, that requires more time. As soon
as that part comes in, I guarantee you will be the first
person to know. " Authenticity and empathy are the
pillars of positive customer experience.
48
3. PERSONABLE
Customers want someone who is
not only knowledgeable, but who
also treats them like they are important.
This means that any service
advisor worth their salt is
friendly, reliable, patient and respectful.
A simple follow-up email that says, " Thanks
for coming in today. We really appreciate your business.
We can't wait to see you in four months! " can go
miles toward customer satisfaction. A service advisor
who takes time to go beyond the standard, " How can
I help you? " to introduce a customer to a handy app
that makes scheduling appointments quick can mean
the difference between a one-and-done customer
and a lifer.
GO WITH YOUR GUT ... AND CARRY
YOUR BUSINESS CARDS
AT ALL TIMES
Where do you find these " platinum-standard " service
advisors who are personable, transparent and make
the whole process so easy? Of course, a great place
to look is at job fairs or at car rental places known for
their customer service (Side note: have you seen Enterprise
employees lately? They look like they were
pulled straight out of a GQ catalogue. That is one way
to ensure a good experience!)
Even though experience in the automotive industry
helps, it is by no means necessary. You can find great
potential service writers anywhere customer orientation
and great attitude matter. Think about that brighteyed
waitress at the restaurant you recently went to or
that enthusiastic general manager at your local hardware
store. A few years ago, I went to Five Guys for
lunch. The young man behind the counter had it all - he
was animated, efficient and had genuine enthusiasm
for his job. When I told him what I wanted to order, he
responded with, " That's a great choice! You know what
goes well with it? A cherry coke. Here: Let me give you
a sip. " I do not even like cherry coke. But he got me to
order a small cherry coke. At the end of the meal, I went
up to him, handed him my card and told him I thought
he would make a perfect service advisor. That man is
now the #1 Subaru service writer in New England.
Fixed Ops Magazine - 2021 Vol18 03

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