Changing
The Service Customers’
Experience
Chris Ice
Vice President
Xtime, Inc.
Agenda
• Where We Are Today
• Disruptive Innovation
• Rising Customer Expectations
• When Experience Matters
• Value, Convenience, Trust
• Engagement
• What You Can Do Now
• Q&A
Innovation is Disruptive
Consumer Expectations are Changing
Expectations Will Change Dealership Experience
Dealership experience
must change and become
as good or better than
consumers’ in-car
experience
Voice of the Customer
“We want to service at the dealership - you built
the car, so you should be best qualified to work
on it. Yet you give us every reason not to come to
you.”
“My time is valuable. It’s difficult to call and
schedule during dealership hours.”
“I didn’t know that the online stuff existed. Had I
known, I would have used it.”
Voice of the Manufacturer
“In the US, independents have access to the same
tools, parts, and in some cases training as the
dealerships. We must differentiate another way.
Efficiency, customer service and customer experience
are key.”
“Service isn’t fun. When you’re done, you won’t get
any better gas mileage, higher performance, or resale
value. You’ll be out a few hundred bucks; maybe the
car will be clean. We must be mindful of the
customer’s time, and address their primary need first
and foremost. Make it convenient and painless to do
business with us, and they will come back.”
When The Customer Experience Matters
Vehicle Sale
50000
45000
40000
35000
30000
25000
20000
15000
10000
5000
0
YEARS!! 1
Warranty->CP Transition
(hint: all of it!)
Defection?
Repurchase (hopefully)
Residual Value
After Sale Spend
2
3
4
5
6
7
8
9
10
What Customers Value – In Varying Degrees
•
On-time performance
•
Fixed the first time
•
Clear, personal explanations of what is needed, and why
•
Price Transparency
•
Knowledgeable and courteous staff
•
Convenient hours (weekends, after work) and access to booking
•
Flexible transportation options - loaner, shuttle, rental, valet
Know what your customers want
in their service experience
Customer Experience is Key to Retention
Not all customers have the same definition
of a positive experience
However, all customers do care about
Value, Convenience and Trust
Value – Not Just Price
•
•
•
Price Transparency does not mean lowest price - it’s about making informed decisions.
Lowest-price customers are not long term customers.
Pain relief (cheapest and fastest) vs. pain prevention (“trusted advisor”)
Dealers have significant advantage over aftermarket in the backing of the Brand.
Leverage the h*ll out of it.
Value Example – Hyundai, Toyota, BMW
Customer Experience is Key to Retention
Not all customers have the same definition
of a positive experience
However, all customers do care about
Value, Convenience and Trust
Convenience
Online Scheduling
• Available when and where the consumers need it
• Mobile scheduling
• Notifications by text and email
• Online Bill Payment – skip the line!
Call Center Scheduling
• Never miss a call
• Skilled in handling customers
• Specialized tools, integrated with CRM
Dealership Scheduling
• Free up the advisor
• Empower underutilized staff – may have better customer skills
Customer Experience is Key to Retention
Not all customers have the same definition
of a positive experience
However, all customers do care about
Value, Convenience and Trust
Trust
Customer Trust comes from demonstrating Intimacy,
Credibility, Reliability and Self Interest
• Intimacy - know me, know my vehicle
• Credibility - brand image and affiliation
• Reliability - meet your performance commitments
• Self Interest - price transparency
To Sum Up
Experience Matters
•In vehicle, in dealer, online
Experience is a personal thing
•Spend time thinking about what’s important to your customers
Focus on value, convenience, and trust
•Research proves these factors matter most
Customers want to work with us
•Make it convenient and painless, and they will come back
Tools Available
Manufacturers’ programs generate positive experiences:
•
•
•
•
•
•
National Service Reminder Programs
Online scheduling (desktop and mobile)
Loyalty Programs
Telematics -demand generation, booking, apps
Service drive of the future
Factory menus
Dealership tools generate positive experiences:
•
•
•
•
•
Maintenance Menus (online with price disclosed up-front)
Service Write-up Tools (i.e. Tablet check-in)
Electronic Multi-Point Inspections
Brand standards in all mediums
Robust scheduling and shop management
Thank You
Changing
The Service Customers’
Experience
Chris Ice
Vice President
Xtime, Inc.
chris.ice@xtime.com