Your service department is a lot like a Doctor’s office. Most of the people that come in would rather be somewhere else. A customer is usually in your service drive either because something broke, or because it’s time for dreaded maintenance. Either way, you have the opportunity (and the obligation) to make the most of their visit to your service drive.
A positive experience in your service department can open the door to selling a vehicle, or cement a relationship with a customer. Here are some ideas to ensure that your customers are having the best possible experience.
Comfortable and Convenient Waiting Area
In spite of their best plans, customers will often need to wait in your service department. You need to make sure this wait time is either a welcome distraction, or a barely noticeable inconvenience. Ideally, you will have a big enough area to include a play area for kids, a comfortable lounge, and a few quiet workstations.
Free Wi-Fi, television, charging ports for devices, and a welcoming mix of snacks and refreshments will improve the quality of the wait time for even the most impatient customer.
Loaner Vehicles for VIP Customers
Don’t be stingy with your loaner vehicles. Many dealerships reserve their loaner vehicles for emergencies and to mitigate fallout from mistakes made by the service department. Make sure you have enough loaner vehicles available to cover your mistakes, but also to reward your most loyal customers. It will not go unnoticed.
Rental Vehicles Available
It doesn’t make sense to give a loaner vehicle to every customer that comes in the drive. It is just not financially viable in most cases. That being said, don’t overlook that fact that there are customers willing to pay for a rental vehicle. Ideally, you would have your own rental agency right in your store, but if this is not feasible, some rental companies will agree to be “on call” for you and bring vehicles right to your service department for any customers desiring a rental.
Concierge Services
Customer love being pampered. Your service department will feel a little less like a doctor’s office if you can find ways to help customers feel special. Concierge services at your dealership could include a shuttle service that picks customers up and drops them off, a free car wash with every service, and a porter that can bring cars right up front for customers when completed. Going the extra mile will not go unnoticed.
Fix it Fast and Fix it Right the First Time
Comfortable lounges, loaner vehicles and concierge services are nice, but as stated earlier, customers would gladly give all that up if they didn’t have to be in your service department in the first place.. The best thing you can do to improve your customer’s experience is to get them in and out fast and make sure they don’t have to come back for the same issue.
