Service tip: Reliability, empathy two key components every fixed ops department needs

To achieve superior customer satisfaction and increased retention, there are five key things dealership service departments should focus on, says fixed ops trainer Larry Edwards.

The first is reliability — delivering on promises made to the customer accurately and dependably. The second is responsiveness — helping customers in a prompt manner by answering the phone right away and making eye contact as soon as they arrive, Edwards says.

The next important aspect to a satisfied customer is assurance. Be sure dealership staff exude trustworthiness and competence, and if they don't have an answer to a customer's question they know where to go to find the answer.

The fourth trait is empathy, Edwards says. Give customers a warm reception and show them you care.

Finally are the tangibles — how your employees, facilities and equipment look. First impressions are very important, Edwards says.

"Clean facilities and well-dressed employees communicate a commitment to the customer," he says. "Dirty, unkempt employees and facilities communicate to customers that we cannot take care of ourselves so we cannot take care of your vehicle either."