Wednesday, November 19, 2014

What Are People Saying About Your Service?

So you’ve run several marketing campaigns to drive customers into your dealership. You’ve made sure that your prices are competitive. You’re even staying up to date on what’s trending and adjusting your promotions accordingly. Why do you feel like you’re forgetting something?

Because you are. You’re forgetting that good customer service is the butter to your service department's bread. Sure, you can have one without the other, but they are soooo much better together.

Don't let service fall through the cracks.

We'll bet you didn’t know that 74 percent of calls to a dealership are to inquire about parts and services. And a whopping 64 percent of in-market car shoppers say that a service department's reputation is a factor when choosing where to purchase a vehicle. Keeping those stats in mind, it would make sense to put your service department's customer service pretty high on your priority list.  Remember, the main reason for customer churn is poor customer service.

Woman telling secret to another woman

Customers talk… a lot.

A happy customer will tell four to six people about their experience. On the flip side, a dissatisfied customer will tell nine to 15 people about their experience. Which would you rather have, considering it takes 12 positive experiences to make up for one negative experience?

Your service department should be providing top notch customer service whether a customer is spending $50 or $50,000. Cars don’t last forever, so wouldn’t it be awesome if a loyal customer bought a new car from you because your service department treated them so amazingly? Just let that marinate for a minute.

When performance is measured, it improves.

Are you wondering how to find out what quality of service your service department is providing? We thought so. Using call recording software can reveal exactly what your staff is saying to customers. Your staff will be encouraged to provide better service if they know they're being recorded. Voice recognition software can take things one step further by automatically scanning calls for keywords or phrases that you want (or don’t want) to hear from your staff.

Have tales about the awesome way your service department treats customers? Let us know in the comments!

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