Your #1 source for auto industry news and content


The importance of building customer relationships in the service drive

To the Editor:

It’s easy for dealers to forget how to think like customers. While I agree that reviews are essential the biggest key is how the customer has been treated through the warranty time and your “what’s in it for me” component. Customers don’t know about CSI scores and most think that reviews are paid for.

That challenge is to figure out different needs. But if we stress the importance of service advisors building relationships with customers, then we can better figure out how to serve them. Some customers don’t care about a relationship, but they come to the dealership because they just want things done right.

But there’s only one way to get that info, and it’s asking the customer what’s most important to them. If we don’t get that information, we won’t know how to keep them when they are shopping around.

James Kirkland
Springfield, MA

Did you enjoy this Letter to the Editor? Submit yours here today, connect with us at, or leave a comment below.

Be sure to follow us on Facebook and Twitter to stay up to date or catch-up on all of our podcasts on demand.

While you’re here, don’t forget to subscribe to our email newsletter for all the latest auto industry news from CBT News.


CBT News
CBT News
For over 10 years, CBT News has been informing and helping automotive retail professionals grow their businesses and thrive in their careers through an awarding-winning, on-demand streaming platform. With exclusive interviews featuring the biggest names in the industry, daily newscasts, up-to-date market data, and exclusive articles covering the latest trends, CBT News is your #1 source for auto industry news and content.

Related Articles


Latest Articles

From our Publishing Partners