Who has the greatest impact on Customer Loyalty and Retention in your Dealership?

Is it the Salesperson? The Owner? How about the Cashier? Or the Greeter? Don’t forget about Parts! Certainly EVERYONE in the Dealership has something to do with it.

But if I said the answer is “THE SERVICE ADVISOR”, how many would agree with me? Can I see a show of hands?

I suspect that most of you who are in the Service Department would agree with me wholeheartedly. There is no other person who has more contact with your Customer over the life of their vehicle than the Service Advisor.

So, what are we doing to MAXIMIZE the RELATIONSHIP with the one person we are constantly in search of and wish we had more of, THE CUSTOMER?

Over the past couple of years there has been a strong push by most Dealerships to do something. Anything that even has a hint of increasing the ROI with the Customer has been considered and in many cases, put into place.

“Customer Friendly” became the new buzz word and everything from new waiting rooms to on line service appointments, not to mention a whole host of so called “Customer Friendly” solutions like Coffee Bars and Free WI-FI, are now available and waiting at your local Dealership. Read the rest of this entry »