Traditional dealership operations have focused on the dealership management system (DMS). The goal was to help operations run smoothly within your four walls.
But as operations evolved and customer expectations rose, the focus has evolved, too. Today, it’s about providing a good customer experience no matter where your customer is interacting with your business. The conversation has shifted from the DMS to
the retail management system, the RMS.
A retail management system unifies operations across the entire store, and even group. It provides the foundation for a single, unique identifier for every vehicle, every transaction, and every customer. This single source of truth builds increased speed, accuracy, and — most importantly — unparalleled transparency. Building transparency is essential for your dealership to deliver a great experience.
Let’s dive into the importance of transparency in today’s operations.
Transparency for Customers
How often have you heard this scenario? A customer comes in for a routine oil change, but during the inspection, the tech discovers critical issues in need of repair. When the advisor recommends the work, the customer declines. The customer isn’t prepared for that type of issue, and they may be nervous to spend more money than they expected.
Trying to communicate the true need to a busy, on-the-go customer is difficult. This is where transparency in the process plays a key role.
At a
recent Fixed Ops Roundtable event, Matthew Winston, the fixed ops director at Mike Calvert Toyota, summed it up perfectly: “Transparency is the key to customer satisfaction, and not only that, but it is going to help your sales.”
For Winston’s department, this looks like
sharing photos and videos with customers during the repair process. Technicians and advisors are able to show customers their exact vehicle and the issues they’ve found. It’s no longer a perception game with the customer; you have clear proof that you’re able to clearly communicate. Systems that let customers see, hear, and understand what’s happening with their car can build trust and drive repeat business.
Transparency Isn’t Just for Customers
It’s equally vital for your employees. How much time is wasted correcting inaccurate information or chasing down missing details? In every department, having access to accurate, up-to-date information helps your team work more efficiently and provide a better experience. When your team has the right information where they need it, when they need it, they operate at their best.
Building this reliable network of information is two-fold. You need to have the right tools that connect, creating a single source of truth, and you need to build a culture of accountability, ensuring that your team is consistent with inputting and updating good information. The right people using the right tools the right way gives your business clearer insights into operations and customer information, making it easier for them to do their jobs well.
Information isn’t helpful if you don’t know how to access it or share it effectively. Embracing a
retail management system enhances transparency across your business, building a better customer experience, better employee experience, and higher profits across the board.
