May '19

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4 THE SHOP MAY 2019 \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ © 2019 National Business Media, Inc. All rights reserved. THE SHOP (ISSN 2380-7415) is published monthly by National Business Media, Inc., 2800 W. Midway Blvd, Broomfield, CO 80020; (303) 469-0424; FAX (303) 469-5730. Subscription rates in the U.S.: One year, $45; Two years $80; Three years $108. Canada: One year, $76; Two years, $142; Three years, $201 (U.S. Funds). Mexico/International: One year, $98; Two years, $186; Three years, $267 (U.S. Funds). Periodicals Postage Paid at Broomfield, CO 80020-9998 and additional mailing offices. USPS/National Business Media Automatable Poly. POSTMAS- TER: Please send address changes to THE SHOP, PO Box 460651, Escondido, CA 92046-0651. All items submitted to THE SHOP become the sole property of THE SHOP and National Business Media, Inc. and may not be reproduced without the written consent of the publisher. Advertisers and/or their agencies, jointly and severally, assume all liability for printed advertisements in THE SHOP. Opinions expressed in THE SHOP may not necessarily reflect the opinion of the magazine's editor, its management or its advertisers. Letters, photographs and manuscripts welcome. ave you given much thought lately to the com- munication methods you use with customers? Like many other areas of business these days, if you're not embracing technology, you may be falling behind. The J.D. Power 2019 Customer Service Index (CSI) Study measures satisfaction with service at a franchised car dealer- ship or independent service facility for maintenance or repair work among owners and lessees of 1- to 3-year-old vehicles. While not identical to specialty aftermarket businesses, these outlets have enough in common with our shops to teach us some valuable lessons. The most prominent is that retail customers favor elec- tronic communications for ordering, scheduling and progress reports. The study shows satisfaction is 75 points higher (on a 1,000-point scale) among customers who have an all-digital experience compared with one that is all analog, preferring to schedule service via the internet and communicate with the dealer through text messages rather than phone calls. Satisfaction increases further when a service advisor uses a tablet during a service visit. "Service customers want the convenience that technology offers them," says Chris Sutton, vice president, U.S. Automotive Retail Practice at J.D. Power. "For example, 34 percent of customers indicate they prefer to communicate via text message—but this only occurs 9 percent of the time. There's no reason why this isn't a more widely adopted practice across the industry." Technology not only improves efficiency, Sutton adds, "but also, the more satisfied a customer is with their overall service experience, the more likely they are to return to the dealership for service and to recommend the dealership to friends and family members. Customers now expect technology to enable more efficient interaction with businesses." Two other key findings of the 2019 study are: Internet Scheduling. All generations showed a preference for internet scheduling over phone scheduling. While Gen Y customers have shifted their preference toward internet scheduling at a faster rate than baby boomers, every generation (with the exception of pre-boomers) has increased its preference for internet scheduling and decreased its prefer- ence for phone scheduling during the past five years of the study. Employees Matter. In-store engagement remains important. The percentage of customers who feel their service advisor provided helpful advice is 70 points higher when the advisor is focused on them and their needs during the visit. Customers also prefer dealing with advisors who keep them informed on work progress, know their vehicle's service history and perform a vehicle walk-around prior to work getting started. Overall satisfaction with services performed by independent facilities has improved 22 points since 2017, compared with a 17-point improvement by franchised dealers. Similarly, satisfaction with service quality at independent facilities has improved 23 points since 2017, compared with a 17-point improvement by franchised dealers. Communication Breakdown H \\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ DRIVER'S SEAT PUBLISHER REGAN DICKINSON EXECUTIVE EDITOR JEF WHITE DIGITAL CONTENT EDITOR ANTHONY BOWE ART DIRECTOR IVETH GOMEZ GRAPHIC DESIGNER LINDA CRANSTON EASTERN TERRITORY SALES MANAGER WENDY MILES WESTERN TERRITORY SALES MANAGER RYAN WOLFE SALES SUPPORT ERIN GADDIE TECHNICAL CONTRIBUTOR MIKE MAVRIGIAN CONTRIBUTING WRITERS JOANN BORTLES, JOHN CAROLLO, RON KNOCH, AMANDA MCGRORY-DIXON, COURTNEY PAHLKE, JOSH POULSON, JASON R. SAKURAI, BRETT SOLOMON, TONY THACKER NATIONAL BUSINESS MEDIA PRESIDENT & CEO ROBERT H. WIEBER JR. VICE PRESIDENT/INTEGRATED MEDIA JOHN BENNETT VICE PRESIDENT/PUBLISHING DAVE POMEROY VICE PRESIDENT/FINANCE KORI GONZALES, CPA VICE PRESIDENT/NBM EVENTS SUE HUEG, CEM, CMP VICE PRESIDENT/AUDIENCE LORI FARSTAD DIRECTOR OF TECHNICAL SERVICES WOLF BUTLER MULTIMEDIA PRODUCER ALISON MCDONALD MULTIMEDIA PRODUCER BRIAN HAUSER Jef White Executive Editor

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