MORE PARTS AND LABOUR SOLD MEANS LESS STRESSED SERVICE ADVISORS
Earning bigger bonuses is just the beginning of how Video and SMS will impact your service department.
Service Advisors bridge the gap between a dealership's technical team and customers, facilitating a positive service experience that enhances customer loyalty and contributes to dealership profits. Their role is essential not only for maintaining existing relationships, but also for capitalising on opportunities for revenue growth within the service department.
SO WHAT ARE THE MAIN CHALLENGES AND OPPORTUNITIES FOR SERVICE ADVISORS IN 2024/25?
DIFFICULTY CONTACTING CUSTOMERS BY PHONE IN A TIMELY MANNER
Sending a video link via an Alpha Tag SMS will get a 98% open rate within 3 minutes. Unlike phone calls, where the pick-up rate has fallen dramatically in the past year, unless the recipient recognises your number they are unlikely to answer. Sending via SMS frees up Service Advisors time to focus on other tasks.
EXPLAINING REPAIRS TO NON-MECHANICAL
CUSTOMERS
Videos clearly explain any mechanical issues and customers have the flexibility to watch the video multiple times. In fact, the average service video is watched 3.9 times. Customers can also share the videos with friends and family to get their feedback if required. Try that on a phone call.
THE DREADED UPSELL TO SUSPECTING CUSTOMERS
Customers are uncomfortable with, and well prepared for, the upsell which they reject more than they accept. Video delivers evidence based, impartial bad news and allows customers to make their decisions without being pressured on a phone call. Service Advisors stress levels get relief too.
WAITING ON DECISIONS IMPACTS TECHNICIANS
A two minute video adds a few minutes of extra time for technicians but the fact that the recommended repairs they identify get accepted far outweighs the wasted time identifying repairs that are not accepted by the customer.
If technicians do not want to do the commentary on the video, then ServiceCAM has a Voiceover feature so that Service Advisors can add the commentary at their desk.
THE PROCESS
To meet the elevated expectations that video promises to deliver, you need to use a video platform which has all the necessary features, and your technicians will need to be trained to follow a process to include engine bay, tyres, brakes, suspension and underbody inspection videos. Service Advisors must include quotes or estimates.
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AutoForce Digital will provide thorough training, as well as follow up feedback to ensure everyone is from using our platforms. The Dealership. The Service Advisors. And the Customer.
SUMMARY OF QUICK FACTS
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Conversion rates of recommended amber work is 33-36%. With video that increases from 60-90% (based on 20,000 plus AutoForce customer videos per month) ​​
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Average increased invoice value using video $260 per car (Cox Automotive) ​​
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The average video is watched 3.9 times (AutoForce analytics) ​​
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SMS using Alpha Tags have up to an 80% higher open rate (Twilio) ​​
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CTA buttons on customer landing pages reduce calls to customers by over 70% ​​
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Videos increase CSI and customer review scores ​​
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Video increases customer retention ​​
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68% of customers prefer to communicate with their service department via SMS(DriveSure) ​