As artificial intelligence continues to transform the retail automotive industry, some dealers are already experiencing tangible results in their fixed ops departments. In today’s episode of Service Drive on CBT News, Kyle Morissette, Fixed Operations Director at Werner Hyundai, shares how his team is using AI to increase efficiency, elevate the customer experience and boost financial performance without sacrificing jobs.
Morissette has spent the past several months exploring how AI can support fixed operations, focusing first on voice-based tools for inbound and outbound calls. By routing repetitive phone interactions to AI-powered bots, his staff gains more time to engage customers directly. The outcome, he says, has been greater transparency, improved customer satisfaction and measurable financial gains.
Getting AI adoption right, however, requires more than just technology. According to Morissette, it starts with strong leadership alignment and staff buy-in.
“We don’t anticipate losing any staff or using AI to replace staff. It’s only to enhance the people that we have here.”
He emphasizes the importance of setting clear expectations, communicating that AI is meant to support and not replace employees, and involving the team in feedback loops. In Werner Hyundai’s case, fears in the BDC department were quickly alleviated when staff saw no drop in earnings. In fact, the enhancements contributed to a stronger overall performance.
Morissette notes that one of AI’s most productive applications so far is recall outreach. By uploading OEM recall lists into the AI system, the dealership can instantly contact hundreds of customers at peak connection times. This level of volume and precision is simply not possible with human staff alone. The result has been a significant increase in response rates and service traffic.
To keep up with rapidly changing technology, Morissette spends time every evening researching vendors, exploring new demos and comparing features. He advises other operators to be clear about their goals before adopting any solution and to evaluate whether vendors can grow with them over the next 6 to 18 months.
Customer feedback on the AI has been largely positive, though some remain cautious. Morissette monitors bot interactions closely and personally follows up when needed, using those conversations as learning opportunities to fine-tune performance. He treats the AI like an employee who can handle unlimited calls and adapts it regularly to meet guest expectations.
These changes, combined with increased face-to-face time with customers, have yielded strong year-over-year results. Morissette reports improvements in CSI, retention, and gross, with customer-pay revenue hitting record highs. Werner Hyundai currently retains about 80% of its Primary Market Area, and he credits both AI and strategic vendor partnerships for helping the store deliver more value with every interaction.
As new vehicle affordability declines and consumers hold onto cars longer, Morissette expects fixed ops to remain a strong growth engine. He plans to continue investing in tools that give customers faster, more transparent service while supporting the team that delivers it.
