SERVICE DEPARTMENT BY ANDY BALDASSARRE ENHANCE THE CUSTOMER EXPERIENCE Using Technology to Enhance the Customer Experience T he service department of a dealership is an essential part of the entire customer experience; and technology is playing an increasingly important role as digital tools are used to manage the entire customer interaction. From appointment scheduling to presenting maintenance recommendations, performing inspections, and providing follow-up, the primary goal of these technologies should be to improve customer satisfaction and retention by providing a more personalized and efficient customer experience. BEFORE THE APPOINTMENT Managing customer relationships has always been important to businesses. Using technology to manage customer relationships has turned it into a science. Software in a dealership service department typically includes features such as contact management, appointment scheduling, and service history tracking. Contact management allows service advisors to store and organize customer information, such as contact details, vehicle information, and service history. This 48