More than two-fifths of customers who brought their vehicles to a dealership for service had been introduced to the service adviser or technician when they bought or leased the vehicle, a survey this month found.
Another one-fifth of those service customers were so eager to know the name of a specific service adviser or technician that they sought out a name, either from an acquaintance or online, before arriving at the dealership.
In a DealerRater.com survey of 11,526 consumers for Fixed Ops Journal about their most recent service visit, 35 percent said they did not know the name of their service adviser or technician.
Dealerships have long sought to introduce vehicle buyers to technicians or service advisers at the time of sale, as a way of building a relationship that can lead to more service business. The survey indicates relative success toward that goal, with 44 percent of all service customers saying that they had received that introduction.
A closer look at the survey results shows that some brands do a better job than others. In the following, brands with fewer than 200 respondents were excluded because of a too-small sample size.
Ranked by the percentage of respondents who said they had been introduced at the time of the sale, here are the brands that outperformed the average of 44 percent: Mercedes-Benz, 55 percent; Buick-GMC, 51 percent; Lexus, 50 percent; Volkswagen, 48 percent; Kia, 47 percent; Hyundai, 46 percent; Chevrolet, 46 percent; Ford, 45 percent; and Mazda, 45 percent.
The brands with the most respondents who said they did not know the name of their service adviser or technician were: Subaru, 46 percent; Honda, 43 percent; Audi, 42 percent; Toyota, 41 percent; and Mazda, 40 percent.
Audi, Honda, Subaru and Toyota all had a higher percentage of respondents who said they didn't know a name than said they had been introduced when they got their vehicle.