In fixed operations, inconsistency across stores and unclear expectations can create real challenges for both teams and customers. To address this, William Demaree, Group Director of Fixed Operations at the Tom Wood Group, has launched a comprehensive service advisor handbook designed to bring structure, accountability, and measurable performance improvements to his service teams. On today’s episode of Service Drive, Demaree outlines how the handbook standardizes processes, integrates key performance indicators, and is already driving better customer experiences and revenue growth across the group.
The handbook, developed over several years, covers all aspects of the service process, from check-in and sales to vehicle delivery. It includes 18 chapters detailing procedures for greeting customers, leveraging AI tools, managing text communications, and setting clear timelines for vehicle drop-offs and updates. The handbook also incorporates key performance indicators (KPIs) to track customer satisfaction, alignment closings, and multi-point inspection (MPI) video completion.
A pilot program was launched at the group’s Nissan store, where a new service manager and fixed operations coach implemented the handbook alongside training and accountability measures. According to Demaree, the store set record performance levels, achieving a 93% customer satisfaction index (CSI), 26% alignment closing rate, and 100% MPI video completion. He also noted that two service advisors reached President’s Club status for the quarter, exceeding prior expectations.
“We really want to kind of curb that of, ‘Well, I'm not sure if that was my car. I'm not sure. How do I know the brakes are bad? How do I know the tires are bad?’ So these videos really, it brings our technicians alive.”
The handbook is now being rolled out across all Tom Wood Group locations, with leadership monitoring compliance and providing coaching to ensure consistency. The company emphasizes that following standardized processes enhances both revenue generation and the customer experience.
In addition to in-store operations, Tom Wood Group continues to expand its mobile service offerings, including dedicated vans for Ford, Nissan, and Volkswagen customers. The company has operated in the mobile service space for six to seven years and expects continued growth as consumer demand increases.
Tom Wood Group currently operates 13 automotive franchises, along with motorcycle, collision, and rental car services. Demaree noted that the group’s low employee turnover is supported by owner Jeff Wood’s leadership and vision, which allows service teams to implement operational improvements effectively.
The service advisor handbook represents a strategic effort to standardize procedures, improve training, and drive measurable performance across all dealerships, benefiting both employees and customers.
