Fixed Ops Magazine - 2022 Vol19 05 - 24
FEATURE BY OWEN MOON
CONNECTIVITY
POWERS
ONLINE SERVICE
MARKETING
Advanced Automotive Technology Helps
Dealerships Increase Service Revenue
R
eal talk. Consumers equate spending money on
car service with all the not fun adulting checklist
items in their lives. The big problem dealerships
need to solve is how we make the service experience
more enjoyable!
It all starts with COMMUNICATION. From the moment
a customer schedules an appointment, the dealerships
need to be in constant communication. This includes
setting clear expectations on what the customer can
expect from the time they walk into the dealership to
the time they leave.
Once expectations are established, dealerships need to
make sure they are meeting these expectations along
the way. Part of this is fixing the customer's issue the
first time! I have seen so many negative reviews lately
from service customers who have felt like their expectations
weren't being met. From 2-hour waits for oil
changes or repairs not being done correctly, this creates
friction throughout the service process and can
drastically impact long-term retention.
24
TODAY'S SERVICE PROCESS
STARTS ONLINE
Most service customers who are in your customer
lounge today started online before visiting the dealership.
Unfortunately, most dealership websites are still
heavily focused on sales and merchandising vehicle
inventory. Dealerships need to promote all the profit
centers inside their fixed operations department including
Service, Parts, Accessories, Tires, and Collision.
Showcasing the services your dealership offers on your
website will provide service customers with the information,
education, and recommendations they need to
make decisions during vehicle ownership.
PRICING TRANSPARENCY DRIVES
CUSTOMER ENGAGEMENT
When it comes to promoting services on your dealership's
website, pricing transparency is a must! Why?
Because as service customers search online, they are
looking for comparison factors that help drive buying
decisions. If Company A sells a specific service for
Fixed Ops Magazine - 2022 Vol19 05
Table of Contents for the Digital Edition of Fixed Ops Magazine - 2022 Vol19 05
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