Fixed Ops Magazine - 2023 Vol20 05 - 26

If you present accurate menus to customers, they will
purchase more services leading to an approximate
40% increase in maintenance service revenue.
an " extra step " , or " my customers aren't used to this " .
Some of these concerns have more merit than others as
no system or process is truly flawless, but the evidence
is clear.
If you present accurate menus to customers, they will
purchase more services leading to an approximate 40%
increase in maintenance service revenue. Studies show
that customers who are ethically sold more services are
happier with their vehicle and score dealerships higher
in CSI. Adding a few additional seconds spent on the
drive with customers is most certainly worth a 40% increase
in maintenance sales and a better CSI score.
NAVIGATING A NEW ERA
Customers that just aren't used to this presentation
style is the easiest objection to work through. This process
will be new to customers at first because they are
unfamiliar with it, but they also weren't used to multipoint
inspection sheets and now they have come to expect
them on every visit. If customers truly did not like
the process of using digital menus, we wouldn't see an
increase in CSI score within stores implementing these
programs. Customers want to be informed and feel they
have a voice in choosing the level of care for their vehicle
that they are comfortable with.
When it comes to the " extra steps " and " extra time " we
must be a bit more granular about what the advisors
are telling us. Often, they walk through the process with
us about how they are required to enter the VIN, check
history, present the services, and build the repair order.
However, if we are truly honest about our process, these
are steps we are already taking or at least should already
be taking. A digital menu doesn't add a step by forcing us
to check history, it gives us tools to speed up that process
and an effective way to incorporate each customer's history
into their individual maintenance recommendations.
EMBRACE THE CHANGING LANDSCAPE
Longer oil drain intervals and a strained supply chain
have led to a change in the customers that we see in our
dealerships. Customers are keeping their vehicles longer
than ever before, and we are servicing them less often.
When we changed oil every 3,000 miles, we would see
a customer around 12 times before the end of their warranty.
With most intervals now reaching 7,500 miles, we
see that same customer only 4 or 5 times before their
warranty expires. Digital menus will help us ensure that
customers have a quality, consistent, and informed experience
at our dealerships each and every time they arrive
so that we can retain that customer for years to come.
We are far from the only industry implementing digital
menu platforms as it is quickly becoming a daily part of
our lives as we dine in at restaurants, choose subscription
services, or book vacation travel. There has never
been a more perfect time to embrace this change for
our customers and our service departments.
Zack Fox has spent
the past 4 years with
BG products and is
currently the Major
Account Manager overseeing
BG's SmartVMA®
Menu program for the
Central U.S./Canada.
Before coming to BG
Products, Zack Spent
10 years as an ASE
Master Certified Technician
at GM Dealerships
in Michigan.
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Fixed Ops Magazine - 2023 Vol20 05

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