A large local construction company truck pulls into the service drive. The lone occupant hops out of the driver’s seat, already scrolling through their phone, replying to messages and calling a client back before even meeting the service advisor’s eye. It’s a fleet customer rolling through for a truck service and there’s one thing the advisor already knows: it’s going to be a bare-bones RO, probably a one-liner.

Unless a fleet customer’s vehicle has high mileage or a big problem, there’s a good chance the recommended preventative maintenance – aside from the oil change, that is – will go to the wayside. That’s from firsthand experience in multiple stores, by the way. It’s not because they don’t care about their vehicle’s condition either. In fact, quite the opposite. Their trucks need to be reliable so they don’t miss site visits, client meetings, and the debrief in the office at the end of the day.

The reason for fleet customers stripping service down to the absolute minimum is in the timing.

You Can’t Get Time Back

In discussion with a major construction company’s VP, I learned that the thing topping their list for dealership frustrations is that their time isn’t respected. He mentioned to me that he’s often gone to the dealership and has been told the service would be less than 30 minutes. An hour later, he requests the shuttle. And more often than not, it’s another hour or two before his truck is ready.

Everyone is in the same boat when it comes to the hour, minute, and second hands ticking away. You can’t get that time back. But for fleet customers, their lost productivity has the butterfly effect on business. They can’t make it to a meeting with a prospective client, lose the bid, they lay off employees, and their business struggles. Obviously that’s not the case every time, but lost productivity for many fleet customers is costlier than just the hour’s wages while they wait at the dealership.

The other consequence when fleet customers don’t feel their time is respected at the dealership is personal. You won’t get their referrals or personal business because there’s already a bad taste in their mouth. So, it costs your dealership big bucks in the long run too.

What to Do Differently

My conversation turned to what could be done differently to serve the needs of a fleet better.

1. Under-promise and over-deliver. That’s the best course of action all the time, but especially when you’re dealing with a fleet customer. If the shop is busy, don’t think you’ll have a service done in 30 minutes when your average customer is still taking an hour and a half. Tell the customer a reasonable time frame and deal with it from there.
2. Be prepared before they arrive. If you know a fleet customer is coming in, reserve a courtesy vehicle. Use your own loaner cars if you can so there’s no need to tour the countryside for a rental agency. If you use rentals, make sure you’ve teed up the rental agent with a comparable vehicle.
3. Keep them informed. More than any other client, fleet customers need to know right away when their vehicles are ready. If you’re going to upsell, do it early enough that they can account for the time factor in their day. Texting is a huge benefit for many busy fleet customers.
4. Drop off and pick up. Show you value a company’s business and their time by arranging for drop-offs and pick-ups. Again, use your loaner vehicles to make the exchange. When they don’t have to visit your dealership’s service department personally, you’ll save them an hour or more in their day. They appreciate it more than you know, especially when you review the benefit with them. “Kevin, I know you’re busy. Would it save you some time for tomorrow’s appointment if we come to you and exchange vehicles until yours is ready?”

Ticking off your fleet customers is a big reason they pare down their servicing to nil, and why you don’t see them after warranty expires. Treat them according to their needs by understanding their needs, then reap the rewards.

Like all industries, there is often an ‘us versus them’ mentality between management and front-line staff. My guess is that your experience is similar in the service department. Service advisors feel like their always being admonished and corrected by management, and managers always feel like service advisors are trying to get away with something. In many instances, it’s true.

A service advisor has a tough job. I’d say it’s probably the hardest position in the dealership aside from the GM and dealer principal positions. They can sell hundreds of thousands of dollars in labor and parts monthly and at higher margins than any car sale. They speak to more customers in a day than almost anyone else, and there’s a ton of pressure for perfection in customer service.

What makes a service advisor’s job so much easier is when they have the full support of their manager. Here are five things service managers can do to support their advisors and help them succeed and thrive.

Forgive Mistakes

There’s a saying that goes:

“If you work a lot you make a lot of mistakes. But if you don’t work a lot you only make a few mistakes. And if you don’t work at all you don’t make any mistakes!”

The more responsibility a service advisor takes on, the more you’re bound to see errors. It could be mathematical, errors in judgment, or even mistakes in serving customers. As someone who’s been there, it’s important for an advisor to know that their actions that it’s okay to make mistakes.

It seems that once someone becomes a manager, they default to expecting perfection from their team. It’s unrealistic, obviously, since no one is. And we aren’t talking about ignoring mistakes either. It’s simply acknowledging humanity in falling short.

“Yes, it probably would have gone better if it was handled differently. I appreciate that you took action with the situation, even if it wasn’t necessarily right this time. Don’t worry about it – as long as you learned from it. What would you do differently next time?”

Unless actions are egregious, punitive action is rarely required.

Work Side by Side

Management has its own tasks to perform, no doubt. However, the strength of a team is dependent on a leader knowing what their team members are experiencing. A service manager should be equipped to step in and work beside a service advisor when the need arises. That may not mean writing ROs, although it could if the manager is capable. But it could be parking cars, greeting customers, and just being present along with the staff.

Being Decisive          

While no one likes making the wrong call, stagnation is worse. A great leader is decisive and shows that they are willing to take action when the situation demands it. Even when the decision someone makes is wrong or doesn’t work out positively, it reflects well on a leader when they make a decision and stick with it.

Now, we all know someone who won’t give up on a decision they’ve made. That’s not what is meant here. You’re free to change your mind if the action isn’t working out, but sitting around, humming and hawing about what to do, isn’t a quality that team members admire.

Always Keep Your Word

If you make a promise, keep your word. I can think of several scenarios form my career where a manager has promised a promotion, reward, or action that never came to fruition. There’s nothing more detrimental to relationships with your team members – or anyone in life, actually – than not fulfilling what you’ve promised. And don’t look for loopholes to get out of something either.

Managing People, Not Numbers

I get it. Everyone has a DOC to review, month-end targets to meet. It can become quite obvious where there’s a chink in your team’s armor. And if your solution is to go by the numbers to decide who is dedicated to the team, or who should stay or go, I truly believe you’re doing it wrong.

Someone might have a down month because one of their clients required hours of their time to solve a real problem. There may be someone who is dedicated to completely serving the customer rather than meeting sales targets. And everyone has struggles at home sometimes – a meddling mother-in-law, a medical emergency with a child, a financial crisis, divorce, and so on. Understand their situation to qualify their numbers.

Lately, I’ve seen clients and prospects alike that are starting to get it. Digital media strategies aren’t new anymore, but they seem to be in a fledgling state for most car dealerships, and that’s even more exaggerated for the fixed operations departments. I’ve seen YouTube videos that are produced pretty well, but they aren’t creating value for the dealership. Thus, the dealer drops video off their radar.

One major Chevy dealer I know, for example, has used their staff to advertise winter tires. He’s personable, relatable, and does a great job communicating helpful information to the viewer. The video is half-decent in its production. But after a full week it has eight views. Yes. Single-digit viewership.

There’s no way to convince management that video is an effective strategy when a good video performs so poorly. I think this example resonates with many dealers, but the video itself is just a piece of the puzzle.

Pairing With Video

I won’t compare a service, parts, or accessories video to a fine wine. However, video on its own has extremely low chances of succeeding. Seldom do good videos – even great videos – go viral or get thousands of views. That’s not what you want anyway. All you want are for your customers to see the video and discover a reason to reach out to you.

For that reason, you can’t depend on a YouTube clip to find your customers. You absolutely MUST put it in front of their eyes. It’s a component of a marketing campaign but it needs a vehicle to deliver it.

Marketing Parts and Service

Imagine sending your customers a YouTube link via email, and that’s all. 9 out of 10 will send it straight to the trash folder. The others might watch a couple seconds before they click the next cat video instead. They aren’t engaged yet.

Now picture an email that arrives for winter tires. “4 for the price of 3 on BFGoodrich winter tires” is the title. The body of the email contains engaging content about why winter tires are important, the sale information, plus your video embedded near the top. Sent during late fall, customers now have a reason to read the email and watch the video.

A video needs to be surrounded by other content. Well-written information and sales copy will help drive the reader to respond whether it’s to click the video or to pick up the phone. A video on its own is extremely unlikely to have the same effect.  

Website Service Info

I’ve mentioned it before, but your service descriptions online can be used more effectively than a bullet-point list. Hyperlink your services to another page that goes in-depth describing their benefits. It’s a good opportunity to build value with your customer, plus you can increase your website authority if keywords are used effectively on the service pages.

In-Dealership Info

Every dealership has TVs in the customer lounge. Why not put your dealership’s staff on display for explainer videos on those screens? You have a captive audience and you can rest assured that every once in a while, a customer will approach their service advisor and ask, “Do I need this?”

Video is fantastic at establishing authority on a subject as well as being much more personal than other types of content. On its own, though, you’ll see low viewership. Pair it with another part of your strategy to drive its effectiveness way up.

‘Live On Location’ radio shows are still a staple in Saturday morning car sales. It’s been an effective way of capturing an audience’s attention and drumming up leads to move metal. Despite the growing enthusiasm behind music streaming services like Spotify and Pandora, as well as SiriusXM satellite radio, AM/FM radio continues to be the more popular choice.

Radio doesn’t appear to be in decline just yet. But there are options for advertising locally that can double down on the effective strategies you already have in place. I’m talking about digital influencers in your area.

What Digital Influencers Do

If you watch YouTube videos, you’re probably familiar with the group known as digital influencers. They are the ‘host of the show’ typically, whether it’s for car reviews, outdoor adventures, product reviews, or a day-in-the-life-of type videos.

Many digital influencers are multi-channel owners like Facebook, Instagram, and YouTube. Their channels can have hundreds of thousands or even millions of subscribers. And when they post content, it’s immediately gobbled up.

It’s not uncommon for vendors to sponsor local influencers. Fishing videos are often sponsored by Mystery Tackle Box, for example. The message comes across loud and clear as an endorsement. And it’s all because these lay people have connected with a crowd better than almost anyone. Better than you.

How You Could Use Digital Influencers for Your Dealership

There is an incredible sense of connection that followers have to influencers. If you read comments or follow their social media stories, you’ll come across opportunities for a meet-and-greet with these online stars. And suddenly, they have that voice that people take for gospel.

Use these to your advantage.

Find a Local Influencer

Online, marketing gurus are quick to offer ways to find influencers for your niche. Absolutely DON’T do that. Growing dealership business with an online influencer is going to take going outside your industry. You want someone that will tell their diverse audience why they should visit you, not a group of car nuts that they should visit a car dealership. The goal should be tapping into new demographics.

Put some time into your search for local online personalities. It honestly doesn’t matter what industry they’re from. You’re looking for someone with a positive voice and has tons of followers – over 1 million, preferably.

Give the Influencer a Reason to Promote

Here’s where you pony up. A solicited message has to be authentic for their audience. You could sponsor an episode of their show in exchange for a shout-out, but that’s not getting you anywhere. Put them in your metal. Give them a short-term lease or one of your most popular models for the week to review. That’ll give them something to talk about on their show. Make specific requirements in exchange such as at least 60 seconds in three video intros promoting your business.

Host a Meet-and-Greet

You wouldn’t believe how many people want to shake hands with the influencers they follow on social media. When you host a meet-and-greet at your store, you can count on droves showing up. You’re putting local residents on your lot, which you know is a great way to showcase your products.

MediaKix research shows that 89 percent of marketers find that “ROI from influencer marketing is comparable to or better than other channels”. As well, 71 percent agree that the quality of customers and traffic from influencer marketing is better than other marketing sources.

In the digital age, you might want to explore additional marketing opportunities. Print is gone the way of the buffalo, but radio is still effective. But online influencers are a relatively untapped source in the automotive industry. Be an early adopter.

The service department at dealerships is mostly passive, not actively seeking out new clients. No one’s going to turn down new customers, but actively drawing them in? Likely not. And when dealers do, you’d probably agree that it’s with loss leaders like oil changes and alignments at a bargain-basement price. But there’s a better approach.

Third-party research can prove extremely valuable to keeping your service department at full capacity year-round. For instance, the sales-focused 2019 Experian Automotive Quarterly Briefing has data that can be extrapolated for service’s benefit.

Some Tidbits for You

Some interesting American stats to consider:

- Light trucks accounted for nearly 56% of vehicles that changed hands in Q1 2019.

- Vehicles in the ‘sweet spot’ – 6 to 12 years old – change hands less frequently.

- More than 48% of NEW vehicle registrations were CUVs and SUVs.

The one thing consistent in these three stats is that they’re all PRIME candidates for your service marketing.

Why These Three?

For trucks…

Truck buyers spends more on their vehicles than any other segment. Not only are part and services more expensive compared with a passenger car, but they’re usually due more regularly. Many dealers already know that trucks are a great well to tap for service revenue, but few do it consistently.

If your brand is a major truck seller like Ford, Chevrolet/GMC, Toyota, or Ram Trucks, it would serve you well to make yourself known as a Truck Center. Be the expert in your field locally. When someone needs a truck, truck accessories, or truck repairs, the first thing they think of should be you.

For ‘Sweet Spot’ vehicles…

Owners of cars aged 6 to 12 years are often keeping their vehicle going a long as possible. They know the repairs and maintenance will start to add up and will turf their vehicle when it gets to be too much. They’re looking for a shop that isn’t going to nickel and dime them to death yet will be able to keep their car going reliably. I see dollar signs in ‘sweet spot’ cars.

Create regular marketing campaigns for local car owners advertising a no-BS approach to maintenance and repairs. That’s what they want – dealership experience without being oversold or pressured. If you can create that relationship with locals, you’re going to win their ongoing service business and, when the time comes, their new car purchase.

For SUVs and CUVs…

Tap into their pride. These car buyers are notoriously proud of their cars. Given the opportunity, they’re going to finance a few extra dollars per payment to have their vehicle personalized. They need the option to add accessories, organizational items, upgraded wheels, and any other vehicle dress-up at the time of purchase.

Work a sales-service collaboration for accessory packages on new SUVs and CUVs. Customers will love that the accessories can be financed, and they’ll love the customized look even more.

Every week, reports are released for the automotive industry from finance, service, and especially sales. Read them. Think about opportunities. Make your store different than the rest by implementing original ideas. With the plateau and threatening regression on the horizon in sales, your service department is going to be more important than ever.

Much of what I do is creating content that helps retain customers. As you know already, customer defection rates within three years of purchasing a vehicle are in the vicinity of 70 percent – more or less, depending on who you ask. The question begs to be asked, “Where are customers going when they service somewhere other than the dealership?”

For many, the answer is the quick lube shop down the street. Especially when there’s no lineup, it can be as little as 15 minutes from the first VIN number scan to the credit card payment. You can hardly compete with that speed, especially when they advertise ‘warranty approved’ oil changes at a lower price too.

But you could be well served to try them out yourself. You may be surprised at the result, much like I was. And it’s an opportunity to keep your customers too.

The Local Quick Lube Experience

I was long overdue for an oil change on my run-of-the-mill Chevy Silverado and decided to try out the local quick lube. With an open bay, I pulled straight in. The advisor – also the oil change tech, by the way – wrote my truck up for a basic oil change after a very unenthusiastic try for a full synthetic oil change. The basic oil change is just $44.99.

While sitting in my driver’s seat, not a comfy lounge, I scrolled through Facebook mindlessly for about 10 minutes while the oil drained and the filter was changed. The tech then popped up at my window again to show fluid conditions, a few of which were dirty. Being an older truck, the power steering fluid and coolant were low too. Here’s where it gets interesting.

He priced out the front and rear differential fluid changes at $160 each, approximately twice the going rate at a local dealer. The transmission drain and refill was $189. I see where they make their money.

Even worse, I asked if they top up the low fluids. He said he could. It was just $1.99 for power steering, $2.99 for coolant, and when I specifically asked, it was $1.99 to top up my washer fluid. I declined.

The final note on this oil change was on the invoice and never mentioned. The extra liter of oil, as only 5 liters are included, cost me an extra $5.99.

Compare with Your Dealership’s Pricing

Around these parts, a standard oil change at the dealership will run about $49.95. A full synthetic oil change is often advertised at $69.95. It’s a bit more than the advertised price at the quick lube shop, and that can be a detractor.

But what customers often don’t consider is what they’re getting for the price. Dealers don’t charge for fluid top-ups (not even washer fluid) and I’ve never been hit with an extra liter of oil either, although the ad mentions “up to 5L”. And if a service advisor at the dealership added $5.99 without directly mentioning it, World War III would ensue. That’s not to mention the head-and-shoulders difference in customer service between the dealer and the lube shop.

How to Use This to Your Advantage

True comparison shopping for local independent competitors is money well spent. If your competition operates like mine, you could easily show real-life comparisons on a bulletin board in your customer lounge. When a customer sees the same service will cost them more at an independent, the only real difference is the length of time their vehicle is in service. And you already have the answer for that with Express Service bays, shuttle vehicles, courtesy cars, and well-stocked customer lounges with snacks, beverages, and free Wi-Fi.

You can also use this information anecdotally as an email campaign. Send it to both active and inactive service customers with an image of the aftermarket’s invoice and your own. When presented the full slate of facts, there’s hardly a logical reason that customers should choose an aftermarket service provider over the dealership.

Try it at three, four, or five local businesses. I’ll bet both you and your customers are surprised what you come up with.

As you’re aware, autobody departments or collision centers are part of many dealerships in North America. Of more than 225 million licensed drivers in the United States, the number of motor vehicle accidents exceeds 6.3 million collisions annually.

What does that say? It screams loud and clear that a segment of your customers will need a collision repair shop every year. For some, it’s more than once.

Do you dutifully provide collision repairs at your store? Or do you use this department as an asset; an opportunity to increase business in all departments? I know that everywhere I’ve been, the autobody department is treated like a red-headed stepchild (no offense intended to stepchildren or redheads).

The Common In-Dealership Perspective

Perform your own analysis. Ask your dealership staff, family, friends, and anyone else who will give you an honest answer about what they think about the body shop. Almost everyone will range from apathetic and neutral to adverse and unfavorable. It isn’t that the department has done anything wrong. In fact, people who work in the body shop get mad respect from me – you do a phenomenal job despite pushback from insurance adjusters, customers, and other dealership departments.

The simple truth is that the body shop isn’t viewed as an asset. Even among dealership employees, it’s seen as the least important part of the store. Not only is that view completely incorrect, the body shop is an asset that can provide more value than you’d ever expect.

Boast About Certifications

As a dealer franchise, you can stand on the fact that your body shop has certified, trained professionals. They use OEM parts wherever possible. There’s a higher standard expected of dealership body shops in the industry, and you should mention that whenever you talk about collision repairs with a customer.

For salespeople, that’s as important when you’re showing pre-owned cars. If a vehicle has a claim on its vehicle history report, it’s an opportunity to brag about your body shop’s skill and expertise in performing that kind of repairs. Same goes for scratch and dent repairs. Use the body shop as a positive, not a department to avoid.

Sales-to-Body Shop Handoff

Speaking of which, have you ever introduced a customer to your body shop when delivering a new or used vehicle? There’s a significant chance that, during a customer’s vehicle ownership, they or someone they know will be involved in an accident. During the delivery is an ideal opening to show pride in your body shop’s workmanship and customer service.

Body Shop-to-Sales Handoff

And the reverse is true too. More often than you would expect, a customer is ready to buy a new car as soon as they’ve needed collision repairs. The new car luster has been lost; they don’t trust their car as much anymore.

A body shop can take great pride in properly repairing the damage on a claim while embracing the window to get the customer into a new car. All it takes is a passing question like, “Have you been thinking about getting something new or different? Since your car is going to be here anyway, why not check out the new models in the showroom?”

Collision repairs have notoriously thin margins, but the body shop’s value isn’t solely on the money it earns. You can use it to your advantage.

Increase your advertising budget for the body shop above the $0 norm in the industry. It’s about brand recognition, retaining customers, and recapturing defectors. By making your body shop known in your locale, you can drive traffic onto the lot.

Some parts of the automotive business are a little different in the Great White North. The industry may be more resilient in some ways, and less affected by crazy rhetoric and politics. But where it remains the same is the expectation a customer has when they purchase a vehicle. That is, the Customer eXperience.

Whether your store is in the deep south, the Bible Belt, or the densely-populated east coast states, every customer has the same expectation for a smooth, consistent experience buying a car. The process is like getting married. You date for a while, potentially keeping your options open. Once you commit to one vehicle, it’s your wedding day. But that’s a starting point, not the final destination. It’s the beginning of a relationship.

In the vehicle buying journey, you can do almost everything right. A perfect walkaround, a customer-centric needs and wants assessment, honest and transparent pricing and negotiation are the bulk of the delivery and are very necessary. But one small misstep can lead to dealer divorce down the road.

It’s the Sales to Service Handoff.

A View from the Periphery

Recently, I had the opportunity to watch a vehicle sale unfold from start to finish with someone who asked for my guidance. The salesperson was doing so well. He nailed the vehicle selection and was so in tune with the buyer. There was an early introduction to the finance manager and the sales manager to really make her comfortable. The decision to buy was a no-brainer.

Even delivery day was great. They reviewed the vehicle options and set up her phone. They pulled the car out of the showroom and off she drove. Without a first service appointment. There wasn’t an introduction to the service department.

Why It Matters So Much

Some think it’s not a big deal, but it is. That one faux pas can be all it takes to never see that customer again, even though the CX was perfect otherwise. Here’s why.

• You haven’t reinforced the importance of servicing the vehicle. Do they know when the first oil change is due? And you haven’t had an authoritative person at your store explain how the service process will work.
• You haven’t emphasized why YOUR STORE is the best choice for service. The customer may think they can service just as well at another dealer, or just the corner quick lube.
• You’ll lose income. If the customer decides to service elsewhere, that’s income your store sacrifices needlessly. And from recent research, everyone is well aware that fixed ops is where the dealership makes consistent money.
• Future sales could be in jeopardy. Not too concerned about lost service income? Don’t expect repeat sales or referrals. After the first year, more than half of customers who haven’t been back to the selling dealer are grow apart, divorce, destined to never return. That’s despite having a great sales experience. Loyalty is all but dead.

The very simple but all-so-important service introduction absolutely has to be part of every vehicle delivery. No question. You can do 19 of 20 things perfectly in the sales process and delivery. But miss out on that one detail and your perfect score turns into an utter fail.

If you’re the average dealer who’s trying to grow business, the fixed operations departments are one of the best bets you can make. Once you bring in the service customer, odds greatly increase that you’ll convert them into a car buyer down the road.

Capturing new service business presents the same challenge as selling cars in the first place though. Your marketing people are caught in this cycle of advertising loss-leader services for an even deeper loss or pushing to compete with aftermarket providers who sell brakes and tires far below your cost. None of it makes anyone rich and often just opens you up to dissatisfied customers who see right through your games to upsell.

Consumers are tired of the usual messages. “$29.95 oil change.” “Half price wheel alignment.” “Buy 3 Get 1 Free Tires.” They could be great deals, but there’s nothing special about them.

Instead, give customers a reason to buy from you.

Advertise Your Dealership

My own spending habits have me convinced that advertising the lowest price is no longer effective marketing, by and large. Whether for selling cars or selling service, you need to use something other than price to differentiate your dealership. That’s a reason for shoppers to choose your store.

Recently, I had an experience at a local grocery store that reinforces that fact. More than an hour before the posted closing time, I discovered that the produce section had put away items for the night that needed refrigeration. Irked, I followed that up with the discovery that the deli had already cleaned up and shut off the lights. Nowhere was it posted that these departments close before the store’s closing time. I put down my basket and left, and haven’t been back since, no matter what’s on sale.

Millennial or otherwise, today’s shoppers are focused on the experience above price. So, what does that have to do with service advertising? Everything.

Your dealership should be promoted as a destination, not a discount shop. When you sell your products for less than your posted prices, you cheapen their value. The discounted price is now the benchmark a customer will think is fair. Discounts hurt your image as well as your bottom line.

The better option is to let customers know what sets you apart. Do you have free courtesy cars for your service customers, or loaner bicycles for eco-conscious clientele? Do you have an onsite bistro for breakfast or snacks throughout the day? Is your waiting room kid-friendly? Is your Wi-Fi fast and free? Those are important for your customers today, but you need to have more.

Your ad viewers need a hook to change from their current dealer or service shop. Figure out what that can be for you. Perhaps you offer evening appointments for express oil changes. Maybe you can provide pickup and drop-off for service customers. Create a niche for yourself or, at very least, be the very best at something.

Follow Through

Whether you advertise that you offer service shuttles, complimentary detailing, or vehicle delivery, you can never, ever fail. The absolute worst thing you can do is fall short on promises you make in advertising. It’s tantamount to advertising a car for sale without having it in stock. There’s no cleaning the egg off your face from it.

When everyone else is focused on dropping their pants on pricing, be different. Tell people why your store is the better choice to visit. Just make sure you keep your produce and deli open until closing time.

The service advisor's job is a juggling act. Do you answer the line flashing on your phone first, call the estimate an impatient tech just put in your hand, or perform a walkaround for the customer who just drove into the service drive? In this juggling act, there are always multiple balls in the air, and one is always close to hitting the ground.

Multitasking is a part of the service advisor’s role. But as service managers and fixed operations directors, it’s in your best interest to streamline their work. Here’s why.

Multitasking is Inefficient

Research at the University of California has found that it takes 25 minutes to resume a task after being interrupted. Think about it in your own life. When you’re in the middle of something at work or at home and you’re interrupted to perform another task, can you get right back into it when the interruption is over? In my life, I prove the research is true. I can’t make the mental shift back to task #1 immediately.

It doesn’t mean that service advisors should not be capable of juggling multiple tasks and prioritizing the order. It’s integral to the role. But what it does mean for management is that interrupting the service advisor’s tasks with something that’s outside their daily tasks should be planned thoughtfully.

For example, HR needs a short online course for OSHA compliance performed by everyone in the service department. Instead of putting it on their plate mid-morning, schedule it for the first thing after they return from their lunch break. Your service advisor can better devote their mind space to it.

Mistakes Happen

I know it’s true for me. When I’m faced with multiple things at once, it’s an opportunity to make a wrong call. Mistakes happen. It might seem like a really minor thing to add a point to a routine, but it leads to mistakes.

You’ve decided that your busy service drive needs to be streamlined and your service advisors should put floor mats and seat covers in so valets can focus on parking vehicles faster. Think about something menial in your store that might be similar to the example. It seems like a non-issue, but it requires mental capacity to change a habit. You’d probably prefer service advisors use that mental capacity for productivity, wouldn’t you?

And what happens if the service advisor misses it in their routine? The valet pulls the vehicle out without a seat cover, the technician is sick of picking up the slack and does the work without it, and you’re left with a detailing bill for the handprint on the customer’s cream-colored seat.

It Decreases Productivity

The same research shows that it takes 50% longer to complete a single task when you’re multitasking. That means that a 10-minute task takes 15 minutes. But since you’re doing two things at once, it means that each 10-minute task takes 15 minutes – what should take 20 minutes takes 30.

The takeaway is this: it pays to keep your service advisors focused on the tasks that are productive. They include greeting customers, performing walkarounds, reviewing maintenance recommendations and upsells, writing ROs, selling estimates, and keeping in contact with customers. Follow-up calls are also important.

It’s in a service department’s interests to strip away non-compulsory tasks that take away from productivity. In most cases, adding an extra support staff is a less expensive option than expecting service advisors to add to their workload. It isn’t an excuse for service advisors to not chip in when they can, especially if they have idle time. But if your service department is humming at full or near-full capacity, it doesn’t make good sense to demand more from the highest-selling people in your store.