We are working with about 25 dealers from five different franchises to codify MyGuy processes. These are the transformative processes that will make dealer service advisors and managers into the trusted automotive service partners that we so often hear customers refer to as “my guy.” To determine the MyGuy best practices from the bottom-up the work involves internet reputation assessments, mystery shops, service customer focus groups, on-site process observations, service manager/advisor interviews, multi-franchise dealer workshops, and multi-franchise OEM workshops.
Here’s our starting point – what service customers value. We have a list of the top 26 things they value, grouped into 5 tiers … ranging from most important to, well, you know. The findings from our dealer report cards are shown to the right. The top chart reflects the online reputation of one dealer who is seen as a leader in customer service loyalty. Online reputation is a mixed bag in the top tier of customer values, but overall we find that digital customers were kind in their assessments.
The picture changed for the worse after we conducted a mystery shop. The dealer’s service department seemed to shine in areas that were not all that important (tiers 4 and 5).
To improve in two of the top three categories, all you have to do is tell the customer how much it will cost and how long they will need to wait. If anything changes, let them know, instead of leaving them hanging. When it comes to communicating with the customer, less isn’t always more.
And, while you’re at it, take down that labor rate sign. Your customers don’t (usually) make $100 an hour, so they don’t like to be reminded that they’re paying you that much.
Bottom line: It looks like dealers are putting their time and energy into things customers don’t seem to care all that much about. Dealers do what we tell them. And, we are not telling them the right stuff. It’s time to direct their attention to tier 1 customer values!