By Reynolds Consulting Services

Value is a small word with incredible impact in the automotive dealership service world. Even so, it's often mismanaged, overlooked, and can result in a less-than-impressive customer experience.

Think about it. From the moment a customer arrives on your service drive, your dealership is building a case either for or against a worthwhile experience.

So how do you communicate value? The best way is through actively engaging the customer at the point of who they are and why they have come to your dealership. Consider the following questions when evaluating the way your dealership handles customers at every step of the service process:

Greet

• How are your service advisors greeting customers?
• Do the service employees who wait on customers know them by name?
• Do service employees know why each customer is on the drive?
• Do service employees acquire customers' proper contact information before they leave the store?

Write-up

• Do service employees ask the right questions to identify the problem?
• Do service advisors use effective listening skills?
• During write-up, do service employees identify other potentially needed services for the current service visit?

Repair

• Do service advisors maintain customer contact throughout the day if the vehicle has been dropped off?
• Do service employees thoroughly explain, with confidence and assurance, the additional needed maintenance when making the upsell call?
• Do service employees ensure the customer is picked up on time by your store's service shuttle?

Follow-up

• Do service employees follow up on every customer post-service visit to make sure the visit went well and answer additional questions?
• Do service employees ask the customer if they would like a next service visit reminder?

Do these things happen on every write-up, every day? If they don't, the customer's perception of value can drop immeasurably!

Notice that we're not discussing the price of the service. Focus on building value instead. If the customer feels important and cared for throughout the process, price is rarely the obstacle. Customers will be happy to spend their money with your store because you gave them value!

Reynolds Consulting Services, one of the most skilled and knowledgeable consulting groups in the automotive industry, offers dealers a fresh perspective on common challenges. Experience the proven results from over 25 unique process improvement projects, specially designed to focus on specific departments and drive results for your dealership.