Customer retention remains one of the most critical challenges for dealerships, especially in fixed operations. On the latest episode of Inside Automotive, Tom Druzynski, Director of Service Operations at West Herr Auto Group, shares key strategies for boosting customer loyalty, overcoming pricing and convenience challenges, and ensuring long-term profitability in the service department.
According to Druzynski, customer retention in fixed operations is driven by three core factors:
- Reputation
- Price
- Convenience
While dealerships may struggle to compete on convenience and price compared to quick-lube shops and independent repair facilities, trust remains a key differentiator. One way West Herr fosters trust is by integrating video-based multi-point inspections, which allows customers to see the exact condition of their vehicle’s components, such as brakes and tires.
Another major factor influencing retention is the dealership’s ability to eliminate defection points—the most significant being tire sales. Druzynski referenced a Ford study indicating that 65% of customers buy tires from the first place that recommends them, and many continue servicing their vehicle at that location. As a result, West Herr prioritizes tire sales, even with minimal profit margins, to maintain customer relationships and keep them in the dealership’s service ecosystem.
To further enhance retention, West Herr has implemented pickup and delivery services for its Ford locations, reducing inconvenience as a barrier to service. Additionally, prepaid maintenance programs and manufacturer-backed warranties have proven effective in keeping customers within the dealership network. These strategies ensure that customers return for routine service, giving dealerships more opportunities to identify and address potential repairs.
Druzynski also touched on the role of AI in fixed ops. While West Herr primarily uses AI for incoming calls, the dealership’s 45-person centralized BDC proactively follows up with customers on declined services like tire replacements and brake repairs. Unlike automated outreach, these personalized follow-ups reinforce customer trust and drive repeat business.
Ultimately, Druzynski emphasized the importance of a “one-stop-shop” approach, ensuring customers never have a reason to visit an outside repair facility. By offering a full range of services—including collision repair, key replacements, and accessories—West Herr strengthens loyalty and keeps customers engaged throughout the vehicle ownership cycle.
"Hope is not a strategy… As dealers. If we aren’t in the tire game, you really are just allowing a very high percentage of your customers who walk out the door and just hope that they come back." – Tom Druzynski
