eAdvisor Speakers: Brian Michaels – National Sales Director & Paige Comer – National Sales Performance Strategist
In this on-demand recording you’ll learn:
The Secrets Beyond the Service Lane
In contrast to the hushed atmosphere of Vegas, your service lane plays a central role in daily interactions, where both positive and negative experiences echo among friends, relatives, and neighbors. Seize the opportunity to excel in this pivotal area, ensuring customer satisfaction and fostering undeniable growth. In just 10 minutes, eAdvisor's Paige Cromer and Brian Michaels will address critical questions such as:
- Are your customers receiving the same level of engagement in the service lane as they did on the showroom floor?
- Where does your service advisor's focus lie — on the vehicle or the customer?
- Are your customers at risk of being "streeted" without proper attention?
Uncover the true narrative beyond your CSI score, which may not reveal the complete truth.
Where Have All Your Customers Gone?
Hi everyone, let's start with a critical question for dealerships today—where have all your customers gone? Have you noticed that the number of vehicles sold hasn't increased and compounded over the years as expected?
Exploring Customer Satisfaction
One might ask why our Customer Satisfaction Index (CSI) doesn't tell the whole story. It appears that even with high scores, we're not seeing the expected repurchase rates. Perhaps it's because we're only addressing the symptoms of complaints without tackling their root causes. Also, could it be that our reliance on CSI scores doesn't accurately reflect our customers' true satisfaction?
Treated then Streeted
Often, customers feel they've been "treated then streeted," receiving the minimum service necessary without genuine engagement or satisfaction. This transactional approach can lead to them becoming passive purchasers or, worse, detractors who share negative experiences.
Strategies for Sustainable Growth
What can we do to maintain and grow our business volume sustainably year after year? Consider this hypothetical scenario: if you sold 500 vehicles in your first year and half those customers returned in five years, your sales should compound, reaching 750 by year six, eventually doubling in ten years. But why doesn't this happen more often?
Understanding the Trade Cycle
Factors like relocation and varying trade cycles play a role, yet they don't account for stagnant growth. The average trade time is a little over five years. If we assume some people still trade every two or three years, doubling volume in ten years should be achievable.
Creating Promoters
It's about the customer experience. To turn customers into promoters, we must consistently provide excellent service that makes them feel valued. This means engaging actively, delivering accurate services, and ensuring they feel appreciated every step of the way.
Management by Walking Around
The concept of "Management by Walking Around" (MBWA) encourages leaders to observe and engage with their service lanes, ensuring real and meaningful customer interactions. By focusing on long-term relationships instead of short-term fixes, we can foster loyalty.
Implementing a Sustainable Plan
To implement a sustainable strategy, use tools like eAdvisor technology. These systems create a roadmap for service advisors to provide consistent, quality service that respects customers' time and concerns.
The Role of eAdvisor
By plugging eAdvisor into the service process, advisors can gather data efficiently, allowing them to focus on the customer while ensuring everything runs smoothly. The return on investment is significant, promoting repeat business and customer satisfaction.
If you're already an eAdviser customer, thank you! Please share your experience with fellow dealers. If you're not yet using the most advanced service lane tool available, contact us today to schedule your demo. Prioritize these principles, and you'll see the compounding volume we all strive for.
