Upset customers are a fact of life, especially in automotive. For some customers, every dealership visit is an “inconvenience,” vehicles aren’t “fixed right,” prices aren’t fully disclosed, or expectations aren’t quite met. But for dealerships, these moments are opportunities. Joining us on the latest episode of Service Drive is John Fairchild, high-performance coach and president of Fairchild Automotive Solutions, to share key strategies on turning service frustrations into loyalty.
“I've had many, many customers that started off bad that ended up being the greatest customer I've ever had.”
Fairchild’s service tips:
According to Fairchild, the first step in service recovery is addressing the customer’s emotions. To do so, Fairchild urges service advisors to take the customer to a private area to allow them the space to vent without interruption, if possible. While it’s imperative not to interrupt while they are discussing their frustrations, he also suggests taking notes for clarity later on. Listening first not only calms the situation but also provides valuable context for resolving the issue.
Next, Fairchild stresses that advisors should show genuine empathy. He differentiates between sympathy, acknowledging the problem, and empathy, putting you in the customer’s shoes, noting that a sincere apology goes a long way, even if the advisor isn’t at fault. However, he further specifies that, when you do apologize, “You’re apologizing for the inconvenience, not admitting faults.”
Once the customer feels heard, the next step is to find a solution tailored to their specific needs. Instead of assuming a monetary fix will satisfy, ask, “In a perfect world, how would you resolve this?” This approach clarifies what the customer truly wants and whether their request is reasonable. Additionally, advisors should focus on what can be done, clearly explaining available options rather than dwelling on limitations.
Fairchild highlights follow-up as a critical, often overlooked step. Within 48–72 hours, advisors or managers should contact the customer to confirm the resolution and assess their satisfaction. A personal check-in shows ongoing concern and reinforces the dealership’s commitment to the customer.
The big picture
Understanding a customer’s intentions for their vehicle is key to providing relevant recommendations. Fairchild encourages advisors to ask: “What do you use your car for, and how long do you plan on keeping it?” Using this information, service advisors can offer appropriate recommendations without being pushy.
He suggests categorizing services into three areas (RIM):
- Related: Repairs tied directly to the current visit
- Immediate: Urgent items that cannot wait
- Maintenance: Preventive or long-term services
Moreover, presenting options, like a full repair package or a phased approach, helps customers make informed decisions while emphasizing transparency and honesty. “Customers aren’t going to accept every recommendation the first time,” Fairchild said. “Repeated, appropriate advice builds trust.”
Service visits are an opportunity to identify vehicles for trade-ins. Fairchild emphasizes that aligning incentives for service advisors can benefit both dealership profits and customer interests. Proper collaboration with used car managers ensures that customers receive a fair trade offer, while advisors remain motivated to recommend objective solutions.
Service recovery isn’t just about resolving complaints; it’s about creating loyal advocates. By listening carefully, showing empathy, offering tailored solutions, and following up personally, service advisors can turn frustrated customers into lifetime clients. Fairchild emphasizes that these steps also protect CSI scores and increase dealership profitability, proving that a well-handled service encounter benefits both the customer and the bottom line.
