CBT News launched its first-ever live broadcast on August 24, 2026, streaming across all its social media platforms. Joining Co-Founders Jim and Bridget Fitzpatrick on this inaugural episode is Tully Williams, Fixed Ops Director at The Niello Company, who shared service retention strategies.
According to Williams, retention should be the service department’s primary goal, with profit following as a result. His team has built that philosophy into its daily operations, helping the group achieve a 70% retention rate, with some stores reaching 75%. He also alludes to the fact that trust and transparency are critical to turning service visits into long-term relationships. His team requires inspections and videos for every visit, using photos and video to show customers when brakes, tires or other components need attention. Rather than focusing only on the number of tires or brake jobs sold, Williams said his team tracks “red events” that identify safety-related needs. He also intentionally sells tires at little or no gross profit because keeping customers connected to the dealership can generate more value over time.
That strategy, he said, depends on a consistent service-drive process. Additionally, he outlines a system that includes checking vehicles in at the driveway, documenting their condition, completing 100% technician inspections, building quotes and sending customers supporting photos and videos. He asserts that his team also tracks whether customers view the information and focuses on completing recommended work during the same visit, as accurate customer data and effective CDP communication then help bring customers back when they defer service.
Nevertheless, Williams said retention ultimately requires a long-term mindset across the dealership. Employees are reminded that the goal is not to maximize today’s gross profit but to create repeat and referral business that keeps customers in the service drive until they eventually trade their vehicles. For dealers, the takeaway is simply to build trust, execute the process consistently, and let retention drive long-term profitability.
