If your dealership can keep customers coming back through the service lane, you have a 74% chance of them returning to your store to buy their new vehicle.
Pexels/Artem Podrez
It’s not just you. Things have gotten harder in the automotive industry. With high interest rates making floor planning more expensive and damping customer loans; the on-again/off-again threat of tariffs; and vehicle prices at highs that are pricing some consumers out, it’s not an easy time.
Times like this make customer retention all the more important to your dealership. As the old saying goes, keeping a customer is cheaper than obtaining a new one. And the easiest way to retain your customers is through your service lane.
If your dealership can keep customers coming back through the service lane, you have a 74% chance of them returning to your store to buy their new vehicle. A service lane is a goldmine for cultivating customer loyalty and driving repeat vehicle sales. It’s where the rubber meets the road, and customers experience the dealership’s commitment to their vehicles’ long-term health. By strategically leveraging the service department and communicating regularly with customers, dealerships can transform routine maintenance into a tool for customer retention and new car sales.
Positive Professionalism
Creating a positive and convenient service experience is crucial for customer retention. Utilize a text-messaging solution to provide service updates and appointment reminders. This keeps your dealership in contact with the customer throughout the vehicle’s life cycle. After each service visit, follow up with customers via text to ensure they are satisfied with the work.
The foundation of repeat business lies in trust. Customers who feel valued and confident in the service and communication they receive are far more likely to return. This begins with a streamlined and transparent service process. From easy appointment scheduling to clear communication about required repairs and costs, every touchpoint should reinforce the dealership’s professionalism.
Service advisers should communicate openly and take the time to understand each customer’s needs and concerns. Building rapport and remembering details about customers’ vehicles and driving habits creates a personalized experience that fosters loyalty. It is paramount to employ certified technicians who deliver high-quality repairs and utilize an easy-to-use software solution; customers need to trust that their vehicle is in capable hands.
Service advisers should proactively recommend preventive maintenance based on the vehicle’s mileage and condition to demonstrate a commitment to the vehicle’s long-term health. To build trust, they should communicate diagnostic findings, repair options, and associated costs, avoid jargon and ensure customers understand the recommended services.
A digital solution can remind customers of any service they declined, for example, recalls or items that are not quite ready to be fully replaced. This can help the customer understand the safety element of declining certain services and the steps they can take to address having the dealership resolve it to keep them and their passengers safe.
The service lane generates a wealth of data that can be used to identify potential new car buyers. Monitoring vehicle mileage, repair history, and age allows dealerships to predict when customers might be ready for a new vehicle. Customers with high-mileage vehicles or those requiring frequent repairs are prime candidates for trade-ins.
Your dealership should also have an easy handoff to sales. Train service advisers to recognize and capitalize on sales opportunities.
The service lane is more than just a place to fix cars; it’s a platform for building long-term relationships. By regularly communicating with your customers through data, easy-to-understand software, and text messaging, which keeps you in their palms, you are staying front and center and ensuring that your customers stay with your dealership for future vehicle purchases and services.
By prioritizing customer communications and satisfaction in the service lane, dealerships can create a loyal customer base that drives repeat vehicle sales and long-term business success, whether in good or uncertain times.
Euwart Anderson is general manager of Vehlo’s dealership division, leading the performance, strategic direction, and growth of Dealerlogix, Text2Drive, eAdvisor, RapidRecon, and Velocity Automotive.
EDITOR’S NOTE: This article was authored and edited according to Auto Dealer Today editorial standards and style. Opinions expressed may not reflect that of the publication.
