In today’s competitive automotive industry, enhancing the Customer Satisfaction Index (CSI) is crucial for dealerships to stand out. CSI is a key performance indicator (KPI) that manufactures and dealerships will use to gauge and understand overall customer satisfaction.
A key player in driving CSI, although there are many, is the Service Advisor. They are often the face of the interaction with the customer and seen as the “trusted advisor” in the partnership. This is a big responsibility as they can greatly impact the overall satisfaction of customers.
Are you looking to increase your overall Customer Satisfaction Index numbers? Here are some essential tips to empower Service Advisors and proven to boost CSI.
1. Create a Welcoming Environment
The old saying that “First Impressions are Everything” is as true today as it was then. When customers visit your shop, the initial interaction sets the tone for the rest of the experience. If you start on a positive note then it is much easier to carry through the rest of the experience than to claw your way back to a half-decent experience.
As a service advisor welcoming customers you should be conscious to display welcoming body language and a genuine greeting – believe it or not they can feel the authenticity so it is on us to reset when appropriate. One of my favorite examples of this is the “This is Water” speech from David Foster Wallace. We have the power to choose how we interact and respond.
By doing this and asking open-ended questions about the visit, we not only show our curiosity and sincerity in our attempting to help them but also places their needs ahead of any we may have by default leaving the customer feeling valued.
2. Qualify Their Wants and Needs
Active listening is a necessity for ensuring effective communication and the best Service Advisors we’ve worked with have all exceled in active listening. Active Listening is when you truly seek to understand the other party not only with your verbal cues but non-verbal ones as well (e.g. leaning forward when being asked a question).
This understanding enables the advisor to accurately assess the required services and convey them to the technicians. Engaging the customers in a vehicle walk-around further enhances their confidence in your dealership’s expertise. Both of these practices also allow you to collect the necessary information and credibility to recommend additional services and drive revenue for your dealership.
3. Know Your Services
You are the customer’s trusted advisor and the reason they selected your location to get their vehicle serviced. Service Advisors play a critical role in recommending suitable services based on the vehicle’s condition, mileage, and service intervals. By considering these factors, they can suggest the most appropriate maintenance and repair options to address the customer’s concerns.
Where you run into trouble is if you do not fully understand the services that your location offers – leaving money on the table and customers not getting the service that will ensure their vehicle operates safely and optimally. Customers also often have requests or complaints about their vehicle but may not know the underlying reason these may be occurring. It is the advisor’s responsibility to guide them in making informed decisions.
How well do you think CSI numbers are going to be if they’ve been serviced only to have gotten into an accident as a result of not doing a brake service? We’re thinking that’s probably an easy “Very Dissatisfied” for the customer than being recommended a few extra dollars on a service to ensure safety.
4. You’re Selling the Value
One of the biggest pitfalls of being a Service Advisor is falling into this headspace of “Oh, I don’t want to sell to the customer so I can get better CSI.” The reality, as we mentioned above, is that it is our duty to recommend these services to our customers and explain the value based on facts collected and expertise gained. Afterall, we are their trusted advisor.
You’ll always have someone that doesn’t want to spend a dollar but knowing how to overcome the objection and focus on the reality of car maintenance can help you gain a customer for life. Of course if you don’t believe in what you’re recommending then your lack of confidence will show.
Presenting the value proposition as opposed to focus on cost, similar to how the sales team presents the features and benefits of a vehicle, Service Advisors can effectively navigate their customers to the right choice for their needs and that of their vehicle.
5. Implement an Automotive Service Menu: Simplify Decision-Making
If your dealership has not taken the time to deploy a menu presentation approach to help as a guide, at first for newer Service Advisors but also senior ones that work in environments with ever-changing options, then it is time to get on it. By offering customers multiple options, they are more likely to make a choice and by presenting a range of service packages and explaining the value and benefits of each can help customers see the value in investing in their vehicle’s maintenance and repairs. We believe that menu presentations should be a standard practice, ensuring customers have a comprehensive understanding of their options.
Introducing an automotive service menu can greatly facilitate the decision-making process for customers. By presenting clearly defined service packages and pricing options, Service Advisors can simplify choices and empower customers to select the services that best meet their needs. An organized and transparent menu enhances customer trust and satisfaction, leading to a higher CSI.
By implementing these tips and empowering your Service Advisors with the necessary skills and tools, you can significantly improve the Customer Satisfaction Index (CSI) at your dealership. Remember, the service experience is a key differentiator for customers, and a satisfied customer is more likely to become a loyal and repeat customer.
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