On the Dash:
- Mobile service is growing rapidly, with 40% of customers willing to pay up to 10% more for the convenience and a Net Promoter Score of 64.
- Appointment friction remains a major challenge, as long hold times, phone menus, and transfers frustrate customers despite digital booking options.
- Recalls and add-on services present untapped revenue opportunities, with nearly half of customers completing recall work at dealerships or via mobile service.
As economic uncertainty and changing buyer habits put pressure on new vehicle sales, dealership service operations are becoming increasingly critical, according to the 2025 CDK Service Shopper Study. Surveying over 2,000 vehicle owners, the study examined trends in customer loyalty, appointment behaviors, mobile service adoption, and the growing influence of online reviews.
Service patterns
According to the study, oil changes remain the most common dealership service, with 76% of respondents reporting having one, followed by tire rotation and repair at 39% and brake work at 20%.
Although dealerships excel in tire rotations and cabin filter replacements, they lag behind competitors in other categories. Notably, 31% of respondents said they are doing everything possible to keep their cars running, the highest level in three years.
Digital and appointment trends
While 58% of service appointments are still booked by phone, younger customers are increasingly turning to digital solutions. Among Gen Z shoppers, 43% scheduled appointments through dealer websites, and up to 14% used chatbots.
Of all phone bookings, 61% were existing dealership customers. However, customers continue to encounter friction: 24% waited nine or more minutes on hold, 28% struggled to navigate phone menus, and 26% were transferred at least once. Tools like CDK AIVA are helping dealerships reduce missed appointments and improve follow-up.
The rise of mobile service
Mobile service is gaining traction as a key driver of loyalty. The Net Promoter Score (NPS) for mobile service rose to 64, nearly matching independent providers at 65 and surpassing dealership in-store services at 47. 40% of customers said they would pay up to 10% more for the convenience of mobile service, which has nearly doubled year-over-year, though it still represents only 6% of overall service activity.
Recall work and additional revenue opportunities
Recalls remain an essential touchpoint for dealerships. 35% of vehicle owners reported receiving a recall notice in the past 6 months. Of those, 48% had the work completed at a dealership or via mobile service, and 40% added additional services during the visit.
Meanwhile, 11% of customers skipped recall repairs, often due to time constraints or the perception that the work was unnecessary, highlighting untapped revenue potential.
Online reviews influence younger buyers
Online reviews play a growing role in service selection, particularly among younger customers. Over 75% of Gen Z and Millennials consider reviews when choosing a service provider, compared to just 35% of Boomers and the Silent generation. Mobile service customers place the highest emphasis on reviews, with 77% noting their importance.
Conclusion
The study underscores a pivotal shift in dealership service strategy: convenience, trust, and digital engagement are key to driving loyalty. Dealerships that invest in mobile service, streamline appointment processes, and enhance the in-store experience are best positioned to improve customer satisfaction and secure long-term retention, turning service departments into critical revenue engines.
