Fixed Ops Magazine - 2022 Vol19 02 - 42
FEATURE BY LAWSON OWEN
OVERCOME
NEW
TECHNOLOGY
STRUGGLES
Change is hard - but well worth the effort
A
good friend used to say, " I'm for everything but
change. " It always made me laugh; but he was
on to something. Change is hard for everyone.
Yet, it is inevitable. Especially when it comes to your
dealership and service department. In today's retail environment,
customers expect fast, efficient, and personalized
service. Those require adopting new technology
- and that is not always a seamless process.
FOUR MAJOR STRUGGLES TO OVERCOME
In my experience, implementing new technology and
making it stick requires overcoming
four major struggles: lack of trust,
fear, what's in it for me (WIIFM), and
infrastructure. Until you confront and
overcome these challenges, your
team will have a hard time and the
technology may even fail - which is a
waste of time and money.
You can set your service team up for
success by tackling these struggles
42
head-on. As digital voice assistants (DVAs) powered by
artificial intelligence are currently getting a lot of attention,
I will use that technology to illustrate each point
below. Here is what I would do:
1 - LACK OF TRUST
The first thing that commonly happens with new
technology is a level of hesitancy and skepticism.
Your team wonders: " Will
it work? " " Will customers
accept it? " " Is it just another widget that sounds
good but does it perform? "
best way to earn trust
with us is to
demonstrate how the
technology will
enhance or improve
performance
I think it is safe to say that those of us
in the car business are mostly honest,
blunt folks. We could be from the
" Show-Me " state. The best way to
earn trust with us is to demonstrate
how the technology will enhance
or improve performance, how it will
help employees do their jobs better,
and how it will meet the need for an
exceptional customer experience. If
Fixed Ops Magazine - 2022 Vol19 02
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