Fixed Ops: It’s all in the phone – September / October 2017

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JD Power Study Shows: Service-Side Texting Improves CSI Scores

Buick (with a score of 874) and Lexus (with a score of 860) dealerships are leading the way when it comes to the customer experience, according to J.D. Power’s recent customer satisfaction index (CSI) scores.

But importantly, the auto industry overall continues to show significant improvement, with higher levels of overall customer satisfaction in that same study. Despite the improvement, though, dealerships can and must tackle some issues to continue the upward trend in customer satisfaction.

Power of Text Messaging

Service Departments must integrate text messages into their traditional communication channels to reach their customers quickly and more effectively. Both the J.D. Power Study and Omnichannel research point dealership management in the same direction: businesses must have a multichannel communication strategy. This cannot be overemphasized. Companies with multichannel engagement have 89 percent retention vs. 33 percent for businesses without it.

Our world is complex and dealerships must use phones, email, chat and, most importantly, texting to appease their customers. The J.D. Power study indicated that Service quality scores account for the greatest improvement in CSI. The other measures — Service Advisor, Service initiation, Service facility and vehicle pick-up — all showed improvement from 2015. The quality of the Service Advisor showed the highest level of satisfaction. Arming the Advisor with texting will drive scores even higher.

Read more:

Fixed Ops: It’s All in the Phone by Thomas F. Jung – September/October (pp. 72-75) by AdvantageTec on Scribd:

Thomas Jung is the CEO and co-founder of AdvantageTec. He has also served executive management roles as Divisional President at Cars.com, CMO at vAuto and co-founder of Marketdrive Interactive. He started his career as an automotive technician at Dr. Ing. HcF Porsche AG is Stuttgart Germany.

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