Today on Inside Automotive, we discuss client retention in the service department with Jennifer Suzuki, President of eDealer Solutions and acclaimed sales trainer. Jennifer focuses on strengthening sales teams’ mentality and processes. She also works with managers to embrace new ways of leading teams, coaching, and training on digital selling skills.
Retaining service customers is a hot topic on every car dealer’s mind.
As we all know, service departments are extremely busy right now due in part to the shortage of new vehicles. Customers today are taking good care of the cars they’re currently driving, but it’s tough to get an appointment. Between staffing difficulties and shortages of parts, the service customer experience has much ground to make up for.
“This is the time that we could be reminded that business is good business, business is booming, but customer experiences get compromised at the same time,” says Suzuki.
The CSI is being compromised more than ever, which ultimately affects client retention. Retention is a huge focus for Suzuki, and she is committed to helping car dealers create great customer experiences amid the challenges.
“Well, we threw a lot of bandaids on a lot of chaos, and now we’re entering post-pandemic. And if we still have all these bandaids, they become our process,” she explains.
Sometimes auto retailers tend to lose sight of the core fundamentals for service retention, like ‘hellos’ and ‘goodbyes.’ If car dealers focus on providing memorable experiences and remembering their needs and wants, they can mitigate a lot of the frustration. It’s imperative to bridge the gap between sales and service, and there has to be more focus on relevant relationships.
We need to focus on retention, and actions that make people feel appreciated, valued, welcomed, wanted, says Suzuki.
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