Pub. 6 2017-2018 Issue 1

12 San Diego Dealer FOCUSING ON SERVICE EXCELLENCE TO ENHANCE CUSTOMER LOYALTY By Jeremy Jacobs T he service department is an entity whose operations impact any dealership’s success to some degree. For customers and dealership employees alike – if you own a vehicle, it is more than likely that you have spent some time in the service department. Whether you are dropping in for routine maintenance or warranty work, the average person does not want to spend his/her free time in the service department of a dealership. Based on my 10+ years of experience working in and with dealership service departments, I can assert that it is a place where one’s loyalty to a given dealership is harnessed. For the most part, turnover of quality service managers and consultants is low, which ultimately enables customers to build a relationship and associate positive connotations with the dealership. On the other hand, suffering a negative experience in the service department can just as easily derail that relationship, which may ultimately thwart the customer’s loyalty to the dealer and, possibly, even the brand. Fortunately, there are several action items that a dealership can implement to help ensure a pleasant customer experience in the service department: 1. Customer Communication: Under Promise, Over Deliver Avoid telling the customer what he/she wants to hear. For example, telling a customer that the service will take 30 minutes when it is more likely to take an hour is ill-advised. In this scenario, be realistic and upfront with your customer. If you think this particular service order will take 45-50 minutes, you may want to communicate with the customer that it will take one full hour. This allows you to put the customer back in his/her vehicle before the expected timeframe elapses. In the event that the customer leaves the dealership in the interim due to a longer service period (or any other reason), go ahead and ask what method of communication he/she prefers. Whether by text, email or phone call, using the customer’s desired form of communication will go a long way in enhancing his/her journey through the service process. In the same vein, if you run into a speed bump during the course of the service work – which is common – and cannot fulfill the aforemen- tioned time frame, be sure to immediately communicate that with the customer. Furthermore, in the event that you unexpectedly exceed the quoted price, it is imperative that the advisor call the customer