Customer Loyalty – What the Best Service Advisors Do
Article written by: Sheila Woolsey | President & CEO
As the dealership’s primary contact with service customers, service advisors play a key role in customer satisfaction and retention. Customers’ bonds to the product are typically tenuous-product advantages come and go with the speed of technology and design changes. Even those customers who are committed to a specific brand may not be attached to a specific dealership. There are many dealers who sell each brand. In fact, for customers who are to be satisfied and retained (loyal), relationship becomes the key. Most often, service advisers are, by default, at the center of best customer relationships. Customers’ interactions with a service adviser must be more frequent and take place over a much longer period of time than their contact with the salesperson during their purchase experience. On-going relationship management activities are generally not a part of the salesperson’s job description, but they’re the absolute definition of a great relationship between a service adviser and a loyal customer.
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