ADMIN DEPARTMENT BY JERRY WELDON THE HUMAN TOUCH Technology Doesn't Replace the Human Touch I n the world of automotive service, there's a common misconception that technology can replace training. Yet, technology is a tool rather than the ultimate replacement for well-trained people. It enables us to engage with customers on their terms, but is best used alongside training. Using technology to bolster sales can be tempting, but it should be used as a supplement to personal interactions. Training your staff to deliver world class service is the key to driving service revenue. PERSONAL INTERACTIONS DRIVE SALES Texting and emailing are fast and easy ways to communicate with customers. But they don't replace the fundamental human interaction. That's what truly drives the sales process. Vehicles are complex and most customers are not experts in how they function. Your service advisors are there to explain what's going on with a customer's vehicle, why, and how to fix it. That expertise is lost in translation if it's all done digitally. Think about a doctor's visit. You expect to discuss your physical results with them. Customers expect and deserve 60