The glamour may be in selling vehicles, but fixed operations is the steady workhorse that creates customers for life. After all, the retention of customers' service business leads to increased fixed operations profits as well as higher probability of future vehicle purchases.
Retaining service business is not a new topic. However, loyalty programs, free oil changes and cold drinks in the waiting area aren't enough anymore. Strong dealers are promoting new strategies such as "unreasonable hospitality" and interactions that keep customers connected to their service centers.
The fact is that customer service matters just as much, if not more, than your product. Your service center can deliver exceptional customer service. If you aren't sure where to begin, start with the following ideas.
First, what is "unreasonable hospitality"?
The phrase was coined by Will Guidara, former owner and operator of Eleven Madison Park. Renowned for world-class food, the restaurant really made a name for itself by delighting diners with "unreasonable hospitality," or by delivering more than diners could ever possibly expect from a restaurant.
Guidara believes we are on the precipice of becoming a hospitality economy, where the service people receive is just as important as the product they buy. In other words, an exceptional customer experience is becoming the requirement to retain customers, not the exception.
When it comes to giving customers more than they expect, your fixed operations department can use several strategies.