Let’s start with a couple of assumptions: 

1. One of your goals is to increase service customer retention. 
2. You’ve invested in new technologies—like a secure, permission-based text messaging solution—to help reach those goals. After all, you know that while people like to text with businesses, you also need to ensure your team does it safely with everything tracked. (I shared a previous blog with stats about why this is an important opportunity in fixed ops.) 

That said...is your team (including the service advisors) using the new texting technology? Or is it being ignored and worked around? 

For a great many of us, the latter is probably true. But you can change that! Check out these 7 ways to encourage safe text use among your team, courtesy of my teammates, Pogo Parr, Director of Fixed Operations, and Melissa Commons, Business Development Manager: 

#1 - Start at the Top 

If you have a text solution you’re trying to implement, the decision-makers at your dealership are likely believers already. Make sure that support is known throughout the dealership (and especially the service department). 

#2 - Discuss It With Your Team

No one likes being forced into something. So communicate the what and why of permission-based texting through your new solution with your service advisors, service writers and other key personnel. Go beyond talking at them, too. Ask what they think or what they’re worried about. 

Once you know what might be holding them back—which might be a simple misunderstanding—you can address it. For example, are they concerned about customers getting their personal numbers? The right texting solution prevents that.

#3 - Communicate Externally

In other words, get your customers ASKING for it. From your website to signs on your service check-in desks and more, let customers know they can text you for service updates...and so much more. 

Your team may be hesitant to try something new at first, but getting the request from customers can help.

#4 - Build It Into Your Process

Consider where text messages could fit into your current service process, from start to finish. When could a text save time? When would it be useful? Here are a few ideas to consider:

• Incoming calls - Let customers know your service team can text with them. Get their permission to do so, and send a confirmation text (through your secure texting solution) as soon as you’re off the phone.
• Before the appointment - Confirm the appointment via text, tell them where to go / what to bring and remind them they can text back with any questions.
• Check-in process - When customers drop off keys, confirm if they want to receive service updates via text. If they haven’t already opted in, you can send them the initial text while they’re standing there.
• While vehicle is in the shop - Send estimate and gain approval to proceed, continue to share updates of the work (including pictures / videos) and then notify the customer that their vehicle is ready for pickup.
• After the appointment - Find out how their experience was, and give them the CSI survey link. Remind customers of any remaining recommended work, when additional service is due and/or any additional upcoming appointments.

When all this is done through the right official texting solution, the data will be documented as needed for attribution, compliance, etc.

#5 - Get Your Service Team Set Up

When you purchase the texting solution, there should be an app to download for desktop and mobile devices. This allows your team to respond to customers on the device that’s most convenient at the time, and it adds in a layer of permission-based documentation, management and protection. 

Ensure that your advisors, writers and anyone else who will be texting with customers download those apps. This way they’ll be ready to communicate more efficiently and securely as you ramp up the official texting process.

#6 - Train, Train, Train

Rather than using the solution for the very first time with a customer, practice internally first. The key here is getting your team used to texting in the various process scenarios:

• Sign up (and take) the training offered by the vendor - Often includes a Q&A session. 
• Ask your team what other types of training would be helpful - I bet your vendor will help provide them!
• Practice internally - Consider sending texts and videos to family members. Role-play situations among the team. 

In other words, try to make service texting a “habit” for your team. The more you use it, the less there is to "fear."  

#7 - Hold Them Accountable (in Fun Ways)

As Denim Simkins says in his DrivingSales blog about getting service teams on board with anything, “excitement and enthusiasm will go a long way.” You might even consider creating a contest to see which advisor answers the most texts. Perhaps you could match ROs to texts. For example, if an advisor’s goal is to have 8 ROs a day, they should be sending at least 8 texts (one to each of those customers). You can reward those who do!

And remember: Service directors have to be just as committed to texting (if not more so). Committed to getting the team trained and bought in. Committed to making sure the team understands what's expected in regards to texting. Committed to holding the team (and themselves) accountable to the new process. 

The above tips (and commitment) can help your team ease into a new way of doing things in this mobile-first world. After all, if you want to see true success, you need buy-in from everyone participating. That’s how you can really win...whether you’re implementing a text solution or anything else!

Good luck!