Customer Follow-up: The Key to a Busy Service Department

IMAGINE GREATLY REDUCING THE NUMBER OF “SLOW” DAYS on your service lane. Imagine capturing more maintenance dollars rather than waiting on repair or warranty business to trickle in. Imagine seeing more customers stay loyal to your service department throughout the ownership cycle. Imagine greater income for you and your fixed operations personnel, while keeping departmental gross high.

We can accomplish all of these things simply by following up on every opportunity that comes our way. Follow-up is nothing new; it’s not high-tech or flashy. In fact, it is rather old fashioned and uncomplicated. But, oh wow, does it ever work!

First, let’s take a quick look at some of the opportunities we see each day:
Dealerships are selling new and used cars every day. Over time, the database of customers is enormous. All of these folks will need professional automotive maintenance. Are we following up?

Service department phones never stop ringing. People want price quotes for repair and maintenance. Oh sure, we answer their questions…but do we follow up?

We fill out a multi-point inspection on every car, but do we call the customer while we still have their car and follow up on the items needed right now?

People decline our recommendations all of the time; it’s the nature of the business. Are we following up to see why they declined and to ask again?

Customers say they’ll take care of the issue “next time” they bring their car in for service. Are we hoping they will really do it or are we proactively following up to see that they do?

Too often in the automotive service business (and in life), we are looking for the silver bullet that will bring success. In reality, the road to success is a steady journey of implementing basic business principles — not a sprint to the latest gadget de jour.

I want to focus on the multi-point inspection follow up process for the remainder of this article, so let me set the stage by telling you a true story.

In July, my family and I were on day five of our vacation and about 1,700 miles from home when my SUV had an air conditioning problem. With 35,800 miles on the odometer, I knew my warranty would expire before I got home, so I went to a local dealership.

Since we were visiting relatives, I wasn’t rushed and I left the vehicle with them. They called two hours later and said I was ready to go. When I got into the car, there was a multi-colored inspection form on the dash. Did anyone use that form to follow up with me about maintenance service needs while they still had the car? Did anyone use the form to follow up with me when I picked up the car? In fact, in all of the times I’ve had vehicles serviced in the last 10 years, has anyone ever followed up using that form?

Sadly, you already know the answer…No! By the way, with 35,800 miles on my SUV, I needed an air filter, transmission flush, and windshield wipers. Over $250 of maintenance that I would have purchased… but they never asked! Ouch!

Let me ask you a question… has my story (which is absolutely true) ever been repeated in your service department? Ouch, again!

The multi-point inspection is a wonderful concept IF we will follow up and see the process all the way through.

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