CDK Global has recently released data that hones in on what car dealers can do to win back and keep their service customers. On today’s show, we’re pleased to welcome Kim Saylor, Director of Product Marketing for CDK Global to discuss the findings.
Saylor begins the conversation by telling us more about the survey and who they reached out to. The success of fixed ops is critical to the overall success of the dealership. New-vehicle dealerships did over $111 billion in parts and services in 2020 according to NADA statistics. Saylor says that was only 30% of the overall auto maintenance in business repair. They reached out to 400 service shoppers to determine where they are going for service and why.
Saylor said the responses were telling but not something car dealers can’t overcome. 74% of those surveyed said they would try the car dealership service again in the future. They were able to narrow the reason why consumers go to a third party into three main areas: convenience, price, and trust. 97% of customers said trustworthy service was important to them in their service experience. When it came to price, 77% of the shoppers said, good and consistent prices are important. 64% of shoppers said, that convenience features were important as well.
Specific features that car dealers should be looking into are vehicle pick up and drop off and remote service solutions. Saylor says other features car dealers can look into, is having a single pricing guide through the entire process. CDK Global offers a pricing guide as well as service pricing consulting to help car dealers maintain that pricing. To continue building trust with consumers, Saylor says utilize technician videos.
Saylor ends the conversation on what she recommends car dealers can do, based on what she learned from the data. Car dealers have an opportunity to capitalize on a feature that’s bringing customers to their dealership. Dealers can educate the customers on the knowledge they have. Saylor says, also focus on the relationship with the OEM and the positive impact that would have on the customer.
For more insights from CDK Global, visit www.cdkglobal.com/automotive.
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