Dealerships can invest in service technology, build business development centers and track customer satisfaction scores, but Jeff Cowan says none of that matters if customers don’t know what to expect when they arrive. The President of Jeff Cowan’s Pro Talk joins us on today’s CBT Live to explain why service retention depends on training employees to communicate clearly, prepare customers for the service experience and deliver on what they promise.
Cowan considers the service business development center one of a dealership’s most important departments because it often shapes the customer’s next meaningful interaction after a sale. Yet service BDCs face high turnover and often lack training to prepare customers for appointments. Staff should explain more than how to schedule an oil change: they should cover check-in, estimated timing, loaner or shuttle availability, and what to expect before leaving. Setting realistic expectations gives service teams a chance to meet or exceed them, building trust that brings customers back for maintenance and, eventually, another vehicle.
Communication must continue after customers arrive. Cowan cautioned that dealerships increasingly use texts, automated messages and videos instead of direct employee-customer conversations. He urged dealers to use technology without letting it replace personal interaction, including stronger coordination between technicians and service advisors and direct customer conversations when issues arise. He also urged them to look beyond survey scores: when customers know what’s happening, how long it will take and why, they’re less likely to feel their expectations weren’t met.
When a service visit goes wrong, Cowan advised employees to address it promptly, not get defensive or wait for a negative review. They should acknowledge the customer’s frustration, ask what happened and what would make things right. If they lack authority to resolve the issue, they should involve someone who can. Cowan also urged dealerships to monitor and respond to online reviews. To improve retention, train employees to set expectations, communicate honestly about timing and procedures, and follow through. Customers are more likely to return when they know what to expect and trust the dealership to deliver.
