We should do a better job promoting online scheduling, but I do not believe “awareness” is the root cause of non-usage; inadequate value is. The bigger issue is that online scheduling has too little impact on the service experience, as evidenced by online scheduling users are just two points more satisfied than those scheduling the traditional way, on a thousand-point scale.
Did you know that the top 20 percent of customers produce 69% of a dealership’s gross profits? These are your most profitable customers (MPCs).
While many dealers do have programs focused on customer retention, not all have clearly identified their MPCs. And most dealers don’t have marketing programs designed to identify and attract potential new customers in their primary market area who have similar profiles to their MPCs.
On average, dealers capture just half of the necessary service work that needs to be performed on vehicles that come into their service lanes. This is a big leakage point that has a direct impact on service revenue. It also offers tremendous untapped potential.