As a consumer, I have many options when it comes to servicing my vehicle. There are a few criteria that will determine whether you win my business or not.

• It's important that factory trained technicians perform the work
• It's important that OEM parts are utilized
• It's important that factory special tools are utilized where necessary
• It's important that your pricing is competitive. I expect to pay more for dealer servicing, but within reason
• It's important that you have a great reputation, remember my word of mouth is very powerful
• It's important that you provide transparency, and are trustworthy. I may demand to see evidence that the repair is necessary
• I will not be placed on hold
• I expect to be kept apprised as to the status of my vehicle while being repaired
• I will not tolerate waiting
• Don't lure me in on a $29.95 LOF, and then expect me to buy hundreds or thousands of dollars worth of ASRs
• Don't lure me in on a 30 minute LOF, and the actual time turns into an hour plus
• Don't expect me to service my vehicle with you because I purchased from you...I have too many options if you don't exceed my expectations
• Lastly, I don't have time to get my vehicle serviced. My wife and I work. We are busy taking our kids to school, shuttling kids to after-school sports and social events. The only free time I have is on the weekend, and there's no chance I will take my time to visit your service department on my day(s) off. I don't want to be inconvenienced, and frankly I don't even want to visit your service center, yet you can win me over and eliminate all my hurdles if you will simply provide pick-up & delivery service.

Ken Hite is Senior Vice President at RedCap. RedCap's technology and drivers are utilized by OEMs and dealers for Service Customer Pick-up and Delivery, as well as Consumer Test Drives conducted at the consumer's home. Ken has 25 years experience within the automotive industry, inclusive of retail, OEM, after-market and start-ups. The auto industry must learn to exceed customer expectations and implement business processes based upon customer convenience.