Article Highlights

1. While perceived lack of value (where value is represented by transparency and fair pricing) is a top reason for not using a dealership for maintenance and repair services, actual spend for services such as an oil change suggest that dealership pricing is competitive with third-party providers. As a result, dealers have an opportunity to compete with independent service providers by offering and promoting competitive pricing and price match guarantees while focusing on advertising messages about high-quality service (e.g., parts and certified technicians).
2. Automated service reminders and recall integration is key for progressive dealers to create customer awareness of critical vehicle maintenance and repairs while also building brand awareness for your dealership. Not only can this type of customer relationship management enhance customer satisfaction, it can also maximize profit potential for your service department by generating manufacturer-pay work orders during regular service appointments and additional customer-pay revenue opportunities during recall visits.
3. Immediate access to messaging, email, media and other online functionality through smartphones has generated a sense of entitlement to fast, simple and efficient experiences. Time-starved consumers are increasingly driven by the ultimate convenience of real-time, on-demand choices and the majority of car owners schedule an appointment rather than walking in. Dealerships need to align their service models to consumers’ growing appetite for greater convenience, speed and simplicity by implementing online scheduling and making customers aware that you offer this convenience.