Fixed Ops Magazine - 2023 Vol 20 02 - 50

the ultimate transparency in the appointment and allows
the customer to be more informed and involved
in the maintenance of their vehicle.
AFTER THE APPOINTMENT
After the appointment, the primary focus is getting the
customer to come back. But this work should have already
been done. Retention is a natural response when a
dealership strives to provide a convenient, personalized,
and efficient experience. The best way to provide an optimal
experience is with the use of technology. That said,
there are more steps to take to remind the customer
why they chose your dealership in the first place.
If you scheduled the next appointment with your customer,
it's at this point that you should use marketing
automation to send personalized service reminders and
recommendations. Use emails and text messages to
offer customized deals for their vehicle. This is also a
great way to educate the customer on the services they
will need at their next visit. Let the technology do the
legwork so that when the appointment day arrives, the
customer can again make an informed decision about
their maintenance.
customers can view to make an informed decision about
which services they want performed on their vehicle.
Digital menus can also be used to upsell services to
customers. For example, if a customer is getting an oil
change, the digital menu can prompt them to consider
other services, such as a tire rotation, brake inspection,
or fluid exchange. Another key benefit of digital
menus in service departments is that they can be easily
updated with new services, prices, and special offers.
This allows the dealership to quickly adapt to market
changes and customer preferences, and technicians
can send photos and videos directly to the customer.
When recommending a service or repair, technicians
use this technology to show customers a visual. When
customers can see it for themselves, it makes it easier
for them to make a confident decision. This technology
improves the customer experience because it provides
Finally, technology is becoming increasingly important
in improving the customer experience in dealership
service departments. By leveraging digital tools, and
customer-facing technology, service departments can
create a more convenient, efficient, and transparent
experience for customers. As technology continues to
evolve, we can expect to see even more innovative ways
that service departments will use it to improve the customer
experience. Now, more than ever, it's important
for dealerships to partner with companies that develop
technology to improve all aspects of their business.
Andy Baldassarre leads
the
marketing
and
training departments
for BG Products, Inc.
He has over 25 years of
experience in the automotive
industry with
an emphasis on adult
learning in the automotive
workplace.
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Fixed Ops Magazine - 2023 Vol 20 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2023 Vol 20 02
