chased a car from a dealership, those who do purchase there tend to come back for service. Almost nine out of 10 (88%) of those Gen Z respondents who've visited a dealership for service said they've serviced their car at the store that sold it to them. That was the highest rate of return to a dealership for service among all five generation groups surveyed. But how do you turn Gen Z car buyers into repeat service customers after that initial visit, especially after their warranty expires? And how do you get Gen Z buyers who purchased their cars elsewhere into your dealership for service? Let's dive into some facts about this " impatient " yet diverse generation. Gen Zers are considered digital natives and are used to quick online answers. But when it comes to scheduling service, 65% of them use the phone, second only to Baby Boomers at 72%. However, the Service Shopper study found satisfaction scores dropped precipitously if callers were put on hold or no one answered. New technology like AI assistants can help prevent calls from falling through the cracks. The study shows that 51% of Gen Z respondents said they prefer an AI assistant rather than going through a longer process to reach a human at the dealership. Members of Gen Z may not be familiar with the advantages of dealership service since many of them are still relatively new to driving. It's important to explain the benefits, like access to trained Technicians and on-thespot OEM parts. Gen Z consumers also focus on what others have to say about your business. More than three quarters of Gen Z respondents said they find online reviews NOVEMBER DECEMBER 2024 || FIXED OPS MAGAZINE 37