All automobile manufacturers strive for dominance in the marketplace. Vying for consumer's money, trust, and brand loyalty is an ongoing challenge through a balance of quality, quantity, and a franchised network of dealerships that entice consumers to buy and service their vehicles. The last thing a manufacturer is looking for is bad publicity. However, it happens -- as was the case with Takata airbags – and this certainly does not play well with safety-oriented customers.

Then along comes a rogue automobile manufacturer that, on the one hand, introduces beautiful and technologically advanced vehicles. While, on the other, enjoys an enormous group of brand fanatics. All the while, it has butted heads with states and franchised dealers for deciding to forgo the normal route to vehicle sales. Tesla certainly does have some innovative technology, such as performing software updates and other service-related items over-the-air without a customer ever needing to visit a Tesla service center. But sometimes, technology can backfire. And it has backfired big time for Tesla.

In January of this year, an article in Automotive News reported that the NHTSA was petitioned to recall EVERY SINGLE TESLA EVER MADE due to unintended acceleration in 123 vehicles, resulting in 110 crashes and 52 injuries. These Tesla complaints run the gamut from vehicles that fail to stop, drive through garage doors and into the concrete walls of the house, to vehicles that simply take off on their own after an owner has put the vehicle in park and exited. Tesla, of course, denies fault, blaming the petition on an enterprising short seller of their stock. Little has happened since January, most likely due to the COVID-19 crisis, so it will be interesting to keep an eye on this in the coming months.

Can you imagine the consequences of an automobile manufacturer such as Ford or Honda (simply as examples) forced to recall every vehicle they ever produced? The backlash and damage to their reputation could be irreparable or, at the very least, a tough hill for them to climb to regain consumer trust.

The bigger point is whether or not NHTSA is even willing to consider a recall of such magnitude. If the NHTSA were to force Tesla to recall every vehicle it ever manufactured, it would be unprecedented and could damage the stellar brand perception that Tesla enjoys.

Regardless of the outcome, the fact remains that NHTSA is tasked with ensuring that vehicles on the road are safe for their owners and the other drivers they share the road with. While Tesla may be able to buck the franchise system (or keep trying to), the one entity they must play the same game with as other auto manufacturers is NHTSA – and that is a good thing! Safety and government oversight should be an even playing field for all manufacturers.

If the NHTSA chooses to force Tesla to recall every vehicle it has ever made it would be an unprecedented decision. But, more importantly, it could give the world a glance at what the future may have in store as vehicles become increasingly reliant on software and electronic technology such as self-driving, lane correction, auto parking, and other modern instrumentation. The next generation of vehicles is likely to have even more recalls, requiring frequent updates, similar to computers and cell phones. We haven’t seen the last of this.

It is an interesting topic for sure! What are your thoughts?

April 8, 2020, Laguna Hills, CA – Recall Masters, Inc., the leading provider of automotive recall data, technology, and communications, today announced the launch of a special COVID-19 Response Kit at no cost for its auto dealer clients. The kit is designed to help improve the handling of service customers and recalls at this time.

“It appears that, as a country, we're moving past the immediate response to the COVID-19 outbreak and settling into a new normal for the next 30-60 days, if not longer. While the impact is unique to each dealer and local market, we stand united in supporting consumers who continue to rely on their local dealership for vehicle service. For stores that remain in operation, we are here to help. We've received some optimistic feedback from certain programs which are now available to our dealers at no additional cost,” said Dan Beres, Managing Partner at Recall Masters.

The Recall Masters COVID-19 Response Kit is offered at no additional cost to all current auto dealer clients and any stores within a group where one or more stores is a client. It includes the following:

1. MarketSMART Reports: These reports identify recalled vehicles on independent lots. Because sales have come to a standstill, Recall Masters has found that independents are now very receptive to vehicles being serviced by a franchised dealer. For a limited time, Recall Masters is making these reports available at no cost to its clients and all stores within the store’s group.
2. Group Inventory Batch Upload Reports: These reports identify recalled vehicles sitting on lots of dealers’ sister stores. For a limited time, if a dealer provides the VINs in its group's used car inventory, Recall Masters will check them for open recalls and return a report detailing which vehicles are affected by a recall.
3. COVID-19 Response Communication Campaign: In addition, Recall Master is offering a special COVID-19 Response Communication Campaign at no cost to its auto dealer clients. Dealers must fill out a questionnaire profile of their COVID-19 operations, and Recall Masters will coordinate communication with consumers who require vehicle servicing and repair (see sample email here).

Recall Masters dealers who are interested in a special COVID-19 RESPONSE communication campaign at no cost can click here.

Recall Masters has also drafted a best practices guide for using these tools, along with suggested call scripts, which can be accessed at https://bit.ly/2V9h2hV.

“With staff cutbacks, many dealerships lack the resources to craft and distribute important updates to customers. And a key part of any workable solution right now is effective customer communications. At the best of times, recall customers can be upset about an existing recall, especially if their vehicle is now unsafe and a threat to them and their family. Add the threat of COVID-19 and the fear is even greater. It is vital to communicate with these customers correctly to help soothe any fears. For example, let them know you are adhering to all CDC guidelines and offering additional vehicle disinfection at vehicle drop-off and return at no cost to the customer,” Beres stated. “We expect the majority of our customers to take advantage of this opportunity, so please be patient while we confirm your participation. If you don’t receive a response within 24 hours, please email covid19support@recallmasters.com and we will call you immediately,” Beres added.

Recall Masters provides recall solutions directly, and through strategic partnerships, to more than 3,000 dealerships nationwide. Also, two auto manufacturers, BMW of North America (BMWNA), and Mazda North American Operations (MNAO) are contracted with Recall Masters to assist with boosting recall completion rates for select dealerships in key US markets.

Any Recall Masters dealers interested in the COVID-19 Response Kit can call their representative or send an email to covid19support@recallmasters.com. 

About Recall Masters:

Recall Masters is the leading provider of automotive recall data, technology, and communications, dedicated to helping automakers and their dealers expedite the repair of recalled vehicles and make the roadways safer for everyone. Greater recall awareness and proactive recall management help automakers protect their brand and build trusting relationships between automotive dealers, rental car agencies, auto auctions and consumers alike. Recall Masters is a privately held company based in Laguna Hills, CA.  To learn more about Recall Masters and comprehensive recall management, please call 888.651.4480, email info@recallmasters.com or visit www.recallmasters.com.

Media Contact:

Sean Reyes
Chief Marketing Officer
sean@recallmasters.com
949.246.6023

The Coronavirus is disrupting businesses across the globe and its full impact is yet to be seen. Dealers have been contacting us to see if we have any advice as far as what can be done in their service departments to limit any risk both to employees and customers.

The following are a few simple suggestions that can help minimize workplace exposure to the Coronavirus (COVID-19) for your employees and customers. It's important to note that, due to a lack of widespread testing and the absence of physical symptoms in many individuals infected with the virus, you need to proceed with the understanding that every interaction can present a risk. When you operate with an abundance of caution, you not only greatly reduce the likelihood of exposure, you also send a reassuring message to consumers and your dealership staff. 

1. 1. Send Your Sick Staff Home: Again, you may not even be aware that someone (consumer or employee) is infected with the Coronavirus. However, when symptoms are present do not allow sick employees on the premises. Most CRM programs can be accessed from mobile phones and home computers. So, if they are not too sick to work, employees can still call, email and text your customers and set up appointments without being at the dealership itself.

1. 2. Clean! Clean! Clean! Place a major priority on cleanliness: Before consumers will feel confident about visiting your store, it is vital to ensure all areas where consumers interact with you and other customers are free of potential exposure to the virus. Normally janitorial staff shuffles around after hours. However, it’s a good idea to have them sanitizing during business hours as well. Let your customers see you are making sanitation a priority. Also, have a liberal supply of hand sanitizer available in all public areas for employee and customer use. This is not a paid sponsorship post, but you may also want to take a look at biopledge.com.

1. 3. No More Waiting: While the CDC has announced that public gatherings present a threat to exposure, no consumer wants to sit in your waiting room. During the appointment scheduling process, while on the phone, offer customers the option to drop their vehicle off rather than having them wait around at the dealership.

1. 4. Expedite Vehicle Drop Off/Pick Up and Limit Customer Exposure – Find ways to have your service department promptly check-in cars in the service drive and get customers on their way with just a single-point interaction. The same goes for vehicle pick up when the service is complete.  All staff should wear gloves and use disinfectant wipes to clean service lane tablet screens, POS machines and any other equipment that your customers or staff use.

1. 5. Wipe Down Your Loaners/Shuttles Often: Ensure that your customers are confident that your vehicles are clean and sanitary and have confidence in the cleanliness practices of your shuttle drivers. Customers can be afraid to let anyone touch their car or climb inside an Uber or dealer shuttle. It's panic mode out there, so understand that even pick up/delivery isn't going to be a slam dunk. A lot of dealers are looking at BioPledge, an odorless, residue-less car interior fogger that kills bacteria and offers a 3-month barrier to protect. Dealers can use this at pick up to show the consumer they are protected for the next few months. Much faster than wiping down the car too. The cost is $15 per application.

1. 6. Mobile Service/Vehicle Pick-Up Services: Many consumers are worried to step out of their homes. So, if you have the resources, you would be wise to consider going to them with a pickup and delivery service and then the customer does not even have to leave their home.

1. 7. Service Confirmation/Missed Appointment Call Scripts: Does your staff know what to say to instill confidence in the safety and cleanliness of your dealership? Or what to say to a customer who has missed their scheduled appointment? You would be wise to put some talk tracks together.

1. 8. Vehicle Wipe Down: To protect employees, the vehicle should be immediately wiped down before servicing, reducing the chance of exposure. Once serviced, the vehicle needs to be cleaned inside and out once again. Are you using disinfectant wipes to clean up? It is important to reassure consumers at every opportunity that you have practices in place to ensure their vehicle will not be infected. Also, consider BioPledge, as mentioned above.

1. 9. Home Delivery & Test Drive: This is more on the sales side. But, if you want to sell cars, you might have to perform the test drive at the consumer's front door. Why not get a jump on the competition by taking the whole process to them.

Follow CDC Guidelines for Business Operations: Visit the CDC site (click here) for guidance on how to prevent workplace exposure to acute respiratory illnesses, including COVID-19, in non-healthcare settings.

Stay Up to Speed on Coronavirus Updates:  Rather than receive misleading information, consult the CDC's official site and official coronavirus updates (click here).

To your success in these difficult times!

All businesses need good leaders who know what it takes to be profitable, but also how to retain employees who are valuable to the business. Employee retention is key to profitability, as replacing someone takes a significant amount of time and effort. It can also result in lost revenue as the dealership sacrifices the opportunity to connect with and foster long-term relationships with consumers.  

So, what makes for a good leader?

Well, I recently read a great article on SignalVoice that shares an interesting point: what leaders may THINK are good leadership traits aren’t necessarily what is most important to the team. Perhaps that is why, when it comes to retail employees, dealerships suffer up to 70% attrition, according to NADA.

The article shares a study which identifies that the key elements leaders think are needed to successfully lead are, in fact, the LEAST effective ways. According to the study, which focused on almost 600 employees and managers, the top three leadership traits were found to be as follows:

1. Vulnerability – In automotive retail, some managers tend to dictate orders such as, “Do what I say and don’t ask questions! Just do it!” 28 percent of the respondents in the study indicated that they want their managers to… well, be human, to express vulnerabilities openly with their employees; i.e., “I messed up. You were right,” etc. This builds trust and tends to motivate employees to be more willing to follow orders.

2. Communication – While “Just Do It!” may be a great slogan for Nike, to complete a task effectively, most people need to understand why a task is essential. And employees want good communication skills in a leader. In fact, 26 percent of respondents stated that making intentions behind your actions clear is the most effective way to build trust. It makes sense. If you explain the WHY in a way that can be clearly understood, employees are much more willing to follow those orders with purpose.

3. Commitment – 48 percent of employees thought their company was all talk; 28 percent felt that their manager was all talk; and, on the other side, 61 percent of managers believed that their employees were all talk. Amazing, right? A lot of employees and managers felt that most people were all talk… but no action.

In summary, employees want leaders who present themselves as ordinary people. Yes, they need to have authority to lead, but they should show an element of vulnerability, communicate well and follow up their advice with real actions. You can't tell a toddler not to touch the stove and then touch it in front of them. It will probably turn out badly for both of you. 

The automotive industry can certainly be stressful, and managers are often overwhelmed with reports, customer complaints and goals they don’t feel they can achieve, or that they shouldn’t have to do in the first place. As the pace of recalls continues to rise and frustrated owners inundate your dealership, you’ll need a team of employees who enjoy their job, respect and are willing to follow the leaders they work for, and who carry out excellent customer service in every interaction.  

The three traits revealed in this study are the traits that turn managers into leaders in the eyes of their employees and grease the wheels of successful team interaction throughout the dealership.

It’s a given that the more people willing to follow a manager as they believe in him or her, the more likely the dealership will be profitable, less stressful, run more efficiently and, in the end, turn a group of people from merely collecting paychecks, into a group that cares about each other and the success of the business. 

In the world of the automotive industry, we are always being evaluated. Whether it’s through customer or manufacturer surveys, this feedback is incredibly valuable and, in some cases, affects dealership revenue.

Just like everyone, I patronize dealerships for my vehicle service. I was concerned because my new vehicle with 16000 miles on it had some noises coming from the front end and I wasn’t sure if it was the engine, tires, or something else. My friend owns a nearby dealership and told me to come in. While my vehicle was being serviced we could go to lunch. But I should not tell anyone that I knew him, just mystery shop and provide feedback. I’m a busy guy, so I scheduled a service appointment online. I was surprised as I did not receive any confirmation or acknowledgement of my appointment at all.

With my travel schedule, I was unable to make a good appointment on a Monday or Tuesday. So, at 10:45 am on a Friday I arrived at the dealership and found myself instantly disenchanted as I sat in my vehicle, unwelcomed, by service advisors staring at their computers ignoring me.

I finally approached a service advisor who accompanied me to my vehicle, where I explained my concerns and suggested that a quick tire rotation might fix the problem. The service advisor asked me whether I’d be waiting, or need a shuttle. It was 10:45 and I explained that I need to leave by 1:30pm. He said that it was not going to happen. The dealership was slammed and he could not even get a tech to look until the next morning. A loaner car was not offered and he did not even offer to at least try a quick tire rotation. Instead he said, “You should really schedule your service on Monday early in the morning.” He gave me a tutorial on how to better schedule my appointments. Rather than get me in for a quick 20 minute tire rotation -- scoop me in and service me -- he sent me away and blamed me for poor scheduling.  I told him that as I had to travel next week I guess I would just have to leave. And he let me go.

So, I left and I could not find a spot in the dealer’s parking lot, as it was so busy. Eventually, I parked and went back into my buddy’s office. I did end up getting my tire rotation which fixed the problem and I went on my merry way.

The Service Director and I walked the lot and he explained to me how the massive amounts of recalls are challenging the efficiency of their service drive process and the customer experience.  The service advisors have plenty of business with all these recalls coming in – they are buried with enough business to keep them plenty busy, have no room on the lot and are jockeying three cars deep.

This got me to thinking about how, when business is good, some dealers act as though they do not need any new customers coming in. But, that is exactly when they SHOULD care. The fact is, you do not know when another recession will hit, or when your business will suffer. If I were a normal customer, that dealership may have lost my business forever.                   

These days, there is a huge amount of fantastic service lane technology available that should be used in these busy dealerships. I see it employed more and more now with tools like lane tablet systems that allow the customer to remain with the vehicle for a smooth check in; electronic welcome monitors displaying customers’ appointments; and mobile tools that allow customers to review their RO Estimates and pay online before they pick up their vehicle, which ultimately reduces waiting time.

The technology is out there to make things so much better. For example, several of the CRMs like ELEAD1ONE, and Dealersocket have great technology to improve the service drive process. MyKaarma, who we work with at CFS, is a customer interaction software that builds convenience into the service experience of automobile consumers, while simplifying the lives of service advisors.

This type of technology is exactly what today’s customers are using themselves, and now expect to see in businesses they patronize. I look at customers in the waiting room – they all have their heads down viewing some sort of electronic device. Increasingly they prefer the speed and convenience that technology provides without the necessity of any human interaction. For example, I am an avid user of Silvercar, which allows you to rent a vehicle, unlock your silver Audi rental car, and return the car without having any human interaction; no counter visits, no signing anything, and of course no waiting!

Dealers now have the technology to better service and interact with the customer so the customer knows what is up next and what to do. I look at all this available technology and everything that is going on and it is sad that this dealership could not get my vehicle done on time. And, that they did not even have my appointment in their scheduling system, and there was no welcome for me at all.

I’ve been there and know what it’s like when you pull into the service drive and it is mayhem, with 5 or 6 customers waiting in their vehicles for attention. The only thing that will help a dealership improve and manage that situation is technology which helps get the customer in and out quickly, and which also provides a smoother overall customer experience.

Today’s automotive service customers are all NASCAR drivers stopping in for a pit stop. They demand fast and responsive service for their vehicles. Competition in the vehicle service arena is fierce, with an abundance of vehicle service options which can easily result in defection to a competitor.

Consider doing your own mystery shop. Look at your service department as a customer would. Then, look at using available technology and make the necessary adjustments to help give customers the best possible service experience at your dealership, to help attract more customers and keep loyal ones coming back.

In the world of the automotive industry, we are always being evaluated. Whether it’s through customer or manufacturer surveys, this feedback is incredibly valuable and, in some cases, affects dealership revenue.

Just like everyone, I patronize dealerships for my vehicle service. I was concerned because my new vehicle with 16000 miles on it had some noises coming from the front end and I wasn’t sure if it was the engine, tires, or something else. My friend owns a nearby dealership and told me to come in. While my vehicle was being serviced we could go to lunch. But I should not tell anyone that I knew him, just mystery shop and provide feedback. I’m a busy guy, so I scheduled a service appointment online. I was surprised as I did not receive any confirmation or acknowledgement of my appointment at all.

With my travel schedule, I was unable to make a good appointment on a Monday or Tuesday. So, at 10:45 am on a Friday I arrived at the dealership and found myself instantly disenchanted as I sat in my vehicle, unwelcomed, by service advisors staring at their computers ignoring me.

I finally approached a service advisor who accompanied me to my vehicle, where I explained my concerns and suggested that a quick tire rotation might fix the problem. The service advisor asked me whether I’d be waiting, or need a shuttle. It was 10:45 and I explained that I need to leave by 1:30pm. He said that it was not going to happen. The dealership was slammed and he could not even get a tech to look until the next morning. A loaner car was not offered and he did not even offer to at least try a quick tire rotation. Instead he said, “You should really schedule your service on Monday early in the morning.” He gave me a tutorial on how to better schedule my appointments. Rather than get me in for a quick 20 minute tire rotation -- scoop me in and service me -- he sent me away and blamed me for poor scheduling.  I told him that as I had to travel next week I guess I would just have to leave. And he let me go.

So, I left and I could not find a spot in the dealer’s parking lot, as it was so busy. Eventually, I parked and went back into my buddy’s office. I did end up getting my tire rotation which fixed the problem and I went on my merry way.

The Service Director and I walked the lot and he explained to me how the massive amounts of recalls are challenging the efficiency of their service drive process and the customer experience.  The service advisors have plenty of business with all these recalls coming in – they are buried with enough business to keep them plenty busy, have no room on the lot and are jockeying three cars deep.

This got me to thinking about how, when business is good, some dealers act as though they do not need any new customers coming in. But, that is exactly when they SHOULD care. The fact is, you do not know when another recession will hit, or when your business will suffer. If I were a normal customer, that dealership may have lost my business forever.                   

These days, there is a huge amount of fantastic service lane technology available that should be used in these busy dealerships. I see it employed more and more now with tools like lane tablet systems that allow the customer to remain with the vehicle for a smooth check in; electronic welcome monitors displaying customers’ appointments; and mobile tools that allow customers to review their RO Estimates and pay online before they pick up their vehicle, which ultimately reduces waiting time.

The technology is out there to make things so much better. For example, several of the CRMs like ELEAD1ONE, and Dealersocket have great technology to improve the service drive process. MyKaarma, who we work with at CFS, is a customer interaction software that builds convenience into the service experience of automobile consumers, while simplifying the lives of service advisors.

This type of technology is exactly what today’s customers are using themselves, and now expect to see in businesses they patronize. I look at customers in the waiting room – they all have their heads down viewing some sort of electronic device. Increasingly they prefer the speed and convenience that technology provides without the necessity of any human interaction. For example, I am an avid user of Silvercar, which allows you to rent a vehicle, unlock your silver Audi rental car, and return the car without having any human interaction; no counter visits, no signing anything, and of course no waiting!

Dealers now have the technology to better service and interact with the customer so the customer knows what is up next and what to do. I look at all this available technology and everything that is going on and it is sad that this dealership could not get my vehicle done on time. And, that they did not even have my appointment in their scheduling system, and there was no welcome for me at all.

I’ve been there and know what it’s like when you pull into the service drive and it is mayhem, with 5 or 6 customers waiting in their vehicles for attention. The only thing that will help a dealership improve and manage that situation is technology which helps get the customer in and out quickly, and which also provides a smoother overall customer experience.

Today’s automotive service customers are all NASCAR drivers stopping in for a pit stop. They demand fast and responsive service for their vehicles. Competition in the vehicle service arena is fierce, with an abundance of vehicle service options which can easily result in defection to a competitor.

Consider doing your own mystery shop. Look at your service department as a customer would. Then, look at using available technology and make the necessary adjustments to help give customers the best possible service experience at your dealership, to help attract more customers and keep loyal ones coming back.