HOW A SERVICE BDC RESCUED OUR SHOPS SARAH VANTINE SCOTT CLARK AUTO GROUP
SARAH VANTINE BDC Director Scott Clark Auto Group
BEFORE... • Service Advisors were required to answer customer phone calls and complete the write up at the time of customer arrival. • There was a combination of a backstop call center and service greeters fielding phone calls as a “service receptionist”. • No capability to assist a customer aside from basic appointment setting for routine maintenance • No access to manufacturer recall information or pricing information • Often provided little information or misinformed customers • Phones were ringing off the hook. • Customers were complaining that they couldn’t get through to book an appointment, get general pricing information, ask a service related question, or check the status of their vehicle. • Complaints from customers when they arrived and they saw Service Advisors on the phone and not attending to their vehicle.
AFTER… - 60+% of customers have an appointment - Advisors have more time to complete the necessary vehicle walk around and check-in process. - Better retention, better customer satisfaction, better pace in the shop. - Dedicated Call Center that handles 40,000+ calls a month
SERVICE RECEPTIONIST OR SERVICE BDC? • Service Receptionist • Answers phone calls and can only book simple maintenance appointments. • No access to check recall information or access to manufacturer websites. • Unable to access detailed pricing information • No tracking or reporting provided other than basic appointment data. • Service BDC • Can book a variety of appointments and understands the complexity of a shop dispatch • Access to all manufacturer websites, recalls, and third party warranty policies • Able to provide the same pricing information that the Service Advisor can. • Tracks detailed data including appointment conversion (inbound and outbound), status calls, price calls, total call volume, show ratios, and percentage of customers with an appointment vs. walk-in.
KEYS TO A SUCCESSFUL BDC STRATEGY • Create clearly defined processes and expectations • Appointment setting process, price call process, reporting, and call handling • Agree on clear processes and hold all departments accountable to follow them. Directors and managers must be open to discussing and potentially updating or changing a process to better the customer experience. • Empower the people • Give your BDC reps access to pricing guides, warranty information, recalls and service bulletins, and train them to provide that information to customers. • Open and clear communication between departments • Must have seamless and complete communication between all dealership departments.
CREATE A STRATEGY TO DEVELOP OUTBOUND BUSINESS CALLS • Incoming calls need to be handled, but a successful BDC will also include a heavy focus on generating business through targeted campaign calls. • Determine who will handle specific campaigns • Track your campaign results to identify unprofitable campaigns or to identify coaching opportunities.
THANK YOU! • Sarah Vantine • Scott Clark Auto Group • Svantine@ScottClark.com
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