As I sit in the customer lounge, waiting for my vehicle to be serviced once again, it’s evident that most dealerships have a hard time being in the customer’s shoes. Being three years distant from the role as a service advisor, I’ve become overwhelmingly aware of how bad the true customer experience can be – without the dealer even knowing it.

As I’ve mentioned before, it’s all the little things that make a massive difference. What’s necessary is an honest, unfettered review of the complete service process FROM THE OUTSIDE. Allow me to give a few examples and ideas that are extremely fresh for me as I drink waiting room coffee and sit in a sterile lounge.

The Appointment Process

Look at your appointment process, and what it promises to do. Obviously, an online appointment schedule is much more common than it used to be, but there are many ways it can fall short.

For instance, in my appointment, there wasn’t an option for a basic oil change service, nor an option to simply enter the details of a concern I wanted addressed. And when I completed my appointment online, it told me I would receive a confirmation from the dealership shortly. That didn’t happen. The next contact I received was a text message an hour before the appointment. So, I enter the service visit already a little put off.

Check In

The flow to the service advisor must be logical. Is it obvious to a first-time customer, let alone a regular client, where they should go? I pulled into the service drive and found the check-in podiums unattended. Apparently, their check-in process has changed, and I needed to go through a door to see the advisor. There was no one to greet or direct me.

Write-Up

The details from my appointment did not translate from the online appointment to the in-dealership reservation. Where it falls short, I do not know. What I do know is, as a customer, I expect to need to input the details only once. If that doesn’t happen, why book anything other than the check-in time alone?

The advisor was warm and knowledgeable, which is a stark difference from the previous gentleman who held the role. And while he reviewed the required maintenance with me – something that didn’t happen before – it would be a nice touch if the benefits were reviewed as well.

The Wait…

There’s plain seating, newspapers, and a blank TV in the corner. I’m in for a wait that could take a few hours, and 30 minutes in I’m already fidgety. The waiting lounge has the ability to enhance or detract from the service visit, which I see now.

For tech-savvy dealers, an iPad station with apps, vehicle information, or simply browsers would be an inexpensive way to keep customer happy and occupied. A desk where I can use my computer would be wonderful, embracing the business-class customer. A TV screen that includes valuable vehicle information like the service from Ten Foot Wave would be an awesome touch. Anything to take the customer’s mind (aka. MY mind) off the wait.

Let’s Skip to the Cashier

If the past is any indication, there won’t be a description of the services performed today when I go to pay for my service. The customer absolutely must know what was done and if anything else requires attention next time. It provides reassurance that their vehicle is in good condition until the next service is required.

You’re Too Close

As a dealership employee, you’re most likely too close to see the customer’s POV. It’s your process, which you trust. It isn’t necessarily wrong, but it probably needs to be optimized.

Find someone to perform an audit of your service process, whether it’s a professional or a trusted layperson, to tell you where you can improve the customer experience.