Do you know who the most strategic figure in your dealership is?
2019 is bringing us back down to earth... we have fallen into the same mistake again. It is clear that the sector has recovered and is reorganizing into large dealer groups. Technology is taking over vehicles and it finally seems that the digital channel is no longer [...]
2019 is bringing us back down to earth… we have fallen into the same mistake again. It is clear that the sector has recovered and is reorganizing itself into large dealer groups. Technology is taking over vehicles and, at last, the digital channel seems to be more than just an investment.
The previous two years have reminded us of “those wonderful years” across all business areas, and now that we see sales figures making us tremble and workshops overflowing with new customers, my question to the sector is…
Have we used all this time of prosperity to build customer loyalty?
When I started working in the sector a few years ago, a wise man and a role model for me told me that the future of dealerships lies in using aftersales as a key element for customer loyalty. He was absolutely right; later I observed that those without a solid aftersales operation did not have solid customers. Prioritizing customer care over a 5-year cycle was more than necessary to never depend on sales cycles. Today, if you do not have solid customers, with all the new channels emerging, I am sorry to say it will not be easy for you.
I have always enjoyed visiting dealerships where this concept is fully internalized. Brands, groups, or dealerships working hand in hand and striving to use new loyalty mechanisms, both digital and traditional. When it comes to taking care of customers, everything counts, everything adds up.
The thing is, not all organizations approach this tedious task in a cross-functional way, and the task is assigned to a role that is already overwhelmed: the service advisor. It is clear that this role has the most contact with customers and must be the most involved in this difficult task. However, it is also true that the word loyalty encompasses so many duties that without the support of the entire organization (parts, workshop managers, aftersales/sales directors, management…), it becomes impossible and even maddening.
“Service advisors are a very important role for the organization.”
When a customer buys a car, they are happy, obviously. But when they have to bring it in for servicing… they are not so thrilled about that, are they?
That is when the service advisor first contacts the customer, and besides welcoming them with their best smile, they must keep their endorphins high throughout a much more complicated process in which many obstacles can arise. For example, to close the appointment, they must offer every convenience regarding schedules and mobility solutions, maintain the expected service level, and meet delivery deadlines.
Seems easy, right? Well, when the product fails, they provide the right solutions while maintaining the quality standards required by the manufacturer. In addition, the advisor encourages customers to try new models in their courtesy vehicles, explains absolutely everything that has been done to the vehicle from the moment it entered the workshop, reviews the invoice and applies campaigns, processes warranties, commits to deadlines and fights to meet them. Sometimes they even wash your car if the car wash attendant missed it, so you get it back meeting your expectations… and I could go on listing duties, but I do not want to bore you any more than necessary.
Since 5 years give so much room, do you not think it is in aftersales where a new sale is truly forged?
That is where real customer contact happens and where you can see and feel how a dealership or brand works as a team. Service advisors are the role that needs the most support within the organization to effectively work towards customer satisfaction and loyalty, which will ultimately be reflected in the dealership’s sales.
Commercial Director at Dealerbest
