“Customers believe they will be overcharged, labor costs are too high and they won’t get an accurate estimate of the total cost up front.” – Richard Truett, Fixed Ops Journal, June 19, 2017
There is a stigma that dealership service centers rip off customers. If there is a silver lining to the dealer service “stigma” cloud,” it’s that many people feel the same way about independent car repair shops and chain store service centers.
Pull up any forum regarding dealership service and you will find customers angrily venting, while others praise dealerships as the only place they’ll go for service.
You’re Not Alone
There is a reputation out there regarding mechanics, just like there is for almost any other business.
Lawyers are thought to be conniving, unethical and will do anything to win. But I’m sure we all know good ones we trust and believe are honest people. Politicians lie, cheat, steal and pander for votes. But there are many on all levels who are in it to honestly serve their community.
And service managers and mechanics? They prey on just about anyone because they know the inter-workings of the engine and most people don’t.
Fight Back
The first step is to accept the stigma exists.
Now, you can be the exception to the rule.
When you have a reliable, honest service center, you can be the place that your customers suggest to friends and family. Referrals are the best form of advertising and having a customer advocate who trusts you with their closest friends is the perfect way to increase retention and boost revenue.
Most likely you are honest and you run a good shop, so how do you ensure word gets spread?
Ask your customers via digital engagement to:
- Refer friends and family
- Leave positive reviews
- Rate their service experience via social media
- Take a simple customer satisfaction survey
Gauging Your Customers
You may think you’re doing a great job, but it’s critical to understand the customer perception from their service experience. Suggested repairs may be viewed as fishy or an interaction with a service rep or mechanic slip up could signal trouble.
With OneClick Loyalty, you can easily find out what worked for the customer and what didn’t. Not only can your customer receive a follow-up service satisfaction survey, engagement can also encourage positive reviews, let managers know negative feedback immediately, and put a human connection between your dealership and customers.
Proactive engagement has been proven to increase retention rates and revenue. Fight the stigma and win with OneClick Loyalty.
