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.