One of the Best Customer Retention Tools is in Every... Glove Box?
by: Bruce Gamble
When providing on-site training for service advisors we always discuss “tools” they have available to assist in building customer retention and to expand their book of business.
The most obvious tools are items like multi-point vehicle inspections forms, service due reminder decals, and items found during the walk-around process. These and others help build rapport with each customer for that lasting relationship. One of the most important tools is the vehicle maintenance logbook.
The maintenance logbook has been in every owner’s manual packet since...well way before I started in the car business in the ‘60s. It was used by the owner to keep track of what work had been performed on their vehicle. The import owner was educated to follow the manufacturer requirements to a “T” and have the booklet stamped and signed off by dealership personnel. Staff that had recently worked at an import store before coming to a domestic dealership in most cases, educated domestic owners.
Today, in either dealership, I rarely find this logbook being utilized. When I ask why, I get some of the same statements:
- What’s that?
- We just use the computer.
- My customer doesn’t care.
- I don’t have enough time.
- They don’t use that anymore.
- I remember the logbook we used to use it.
Why is this book important to the owner?
- The logbook can be used simply to keep track of general maintenance completed on the vehicle.
- Updating the logbook is a free service provided by the dealership.
- To show that maintenance requirements have been completed.
- Reminder of which service is due next.
- Increase vehicle resale value.
Why is this book important to the advisor?
- To determine what services have been completed.
- To determine which required maintenance service is now due.
- Free service provided by you.
- To update services not performed at your dealership as a courtesy.
- Build relationship with the customer.
Let me relate a personal story. I met a father and his son to test-drive a 10 year old vehicle I owned. After they returned the father asked me if I could provide him with all the maintenance “paper work” on the vehicle. I told him I didn’t think I had all of them. He then offered me $1,000 less for the vehicle than what I was asking. I said, “Maybe this will do”. I went to the glove box and removed my vehicle maintenance logbook and showed him where all the required services had been signed and stamped by the local dealer. Do you think I got my $1,000 dollars back? You darn tootin’.
This is one of the most important customer retention tools still available for use today. When was the last time you updated your customer’s logbook?
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