Every Automotive Dealership struggles with the same problem…lost customers. The first question you need to ask yourself is: “How do we get them back in the door?”
Unless the customer has an urgent need they can’t get at another repair shop, they most likely aren’t calling you.
Look at the number of customers in your CRM database. It’s probably well into the thousands and thousands, if not much more, depending on the size of your dealership.
How many of those customers can your service advisors or appointment coordinators, one-by-one, daily or even weekly, touch base with?
Keep in mind that they still have to serve the customer standing at the front desk, answer the phone that won’t stop ringing, coordinate with technicians and help maintain workflow in the shop.
It is unrealistic to expect that your advisors are going to have enough time to serve current customers and reach out to lost customers that haven’t been in for a while, to try to get them back in the door.
Not only is it time-consuming, but there simply aren’t enough hours in a workday to allow an advisor to be efficient in their job while providing excellent customer service, alongside conducting outgoing marketing tasks to recoup lost customers.
Expecting them to be able to do so is not only unrealistic, but it would consume the better part of their day and take their focus off providing in-person customers with the exceptional service you hope to provide your customers with. Keep in mind the advisors’ bonus is attached to customer survey scores, and upselling.
So, what do you think the chances are that instead of serving the customer that dictates if they get a bonus that month or not, over the customer that isn’t receiving a survey and has no relevance to their bonus is? My guess is, not that good.
Now let’s put yourself into the customers’ shoes. Just like you, people lead busy lives, and the last thing on their mind is maintaining their vehicle. Until it isn’t.
Think of it like this;
Scenario #1: Your car breaks down, now you can’t get to work, your kids can’t get to school, you have to miss an appointment, your day just took a turn for the worst. This is where there is an urgency and the customer will call you.
Scenario #2: Your check engine light comes on, you get a flat tire, there’s a recall notice in the mail, but you’re busy and the car is still running okay, so you wait because you’re busy, just throw a little air in the tire and it should be fine, and its extra money that maybe you don’t have. It can wait for later. We’ve all been there. The customer will not call until it’s a “must”.
Scenario #3:
You originally bought your vehicle from your dealership, bought a maintenance package, then when that ran out, it was easier to go elsewhere simply out of convenience or price factors. There’s another lost customer to add to your list.
It’s only when there is an actual urgency to fix the problem that the customer is going to call in to your friendly service department and book an appointment.
So how do we set realistic expectations for our advisors while regaining lost customers?
You ask for help!
Imagine having someone else make those thousands and thousands of calls, texts, and emails. The phone naturally will start ringing.
The cost is nearly half of what you would currently hire an advisor or BDC Representative for and it allows your advisors to focus on the task at hand, therefore, upping your survey scores and overall customer satisfaction.
Your advisors just answer the incoming responses and book the appointments. You are now able to reach those thousands of customers that haven’t been in for months, if not years, in hours. Your shop is busy, business is booming. Sounds lovely, doesn’t it?
This is where Dealer eBDC comes into play.
We do the outreach; you get ready for the phone to ring.
Backed with years of experience and know-how in the industry, we have learned how to make that phone ring and get those customers back on your radar.