I’ve spent my entire life in the car business, so when I walk into a service department, I see it differently than the average female customer. My focus immediately goes to how employees interact with each other, how customers are treated, and how the process could be improved to create a smoother, more satisfying experience.
While my perspective is shaped by industry experience—not as a typical customer—I’ve seen firsthand how frustrating a service visit can be, especially for women. I’ve heard the stories and watched the interactions. For many women, a trip to the service department feels like a necessary hassle rather than a helpful experience. It’s time we change that.
If you’re a woman, chances are you’ve felt this way before.
If you’re a man, taking time to understand this experience isn’t just thoughtful—it’s essential. Empathy is a competitive advantage, and it’s key to serving every customer better.
Why women dislike service departments = Failure to meet their needs
According to the National Institute for Automotive Service Excellence, women make up 65% to 80% of all service customers. That means your service department’s revenue is directly tied to how well you meet the needs of female customers.
We don’t need to unpack every reason why many women find service visits frustrating—there are plenty, and each could be its own post. But let’s focus on the solution: How can your dealership—or any auto repair facility—build trust, foster genuine rapport, and create lasting relationships with female customers?
Let’s start with this timeless principle from Carl Sewell, car dealer icon and my personal hero:
“Treat every customer as if they are a guest in your home.”
In automotive retail, the service department is the heartbeat of long-term customer satisfaction and loyalty. If customers don’t feel welcome the moment they walk in—if your restrooms aren’t clean, for example—you’ve already lost the battle.
I’ve seen just how influential women have become—not just in the car buying process, but especially in the after-sales experience. Attracting and retaining female customers requires more than just good service. It calls for a thoughtful, multi-channel approach that includes social media, email campaigns, digital advertising, community events, and a well-run loyalty program.
Meeting expectations isn’t enough anymore. The goal is to exceed them.
Here is a comprehensive 5-step strategy to welcome female customers into the service department.
1. Social Media: Building Trust and Driving Transparency
Social media isn’t just for marketing—it’s a strategic tool to connect with female customers in ways that build trust, reduce anxiety, and reinforce the values of your service department.
Showcase Your Team
Introduce your service staff through regular posts. Highlight their expertise, certifications, and personal commitment to customer care. Humanizing your team helps female customers feel more comfortable and confident when bringing in their vehicles.
Educate and Empower
Share practical tips on vehicle maintenance, common warning signs, and the importance of routine checkups. Content that helps customers avoid unnecessary trips to the service department—like DIY checks or seasonal maintenance reminders—can actually increase trust. Don’t forget to include cost-saving advice. When customers feel empowered, they’re more likely to return on their terms.
Communicate in Real Time
Use your platforms to provide timely updates: wait times, service specials, new offerings, or even weather-related schedule changes. Real-time transparency reinforces your credibility and makes customers feel informed—not ignored.
2. Email Marketing: Strengthening the Relationship with Personalized Outreach
Email remains one of the most effective ways to connect directly with female customers—when done right. Personalized, relevant communication can enhance trust, encourage repeat visits, and drive loyalty.
Timely, Personalized Service Reminders
Use your CRM to send maintenance reminders based on each customer’s service history and mileage. A message tailored to her car and her schedule feels thoughtful—not generic—and increases the likelihood of booking.
Exclusive Offers That Add Value
Reward your email subscribers with limited-time service or parts discounts. Position these as VIP benefits, which creates a sense of exclusivity while encouraging return visits to your service lane.
Feedback That Fuels Improvement
After each service visit, follow up with a short, respectful survey. This not only shows that you care about her experience—it also provides valuable insight to refine your operations. A simple “We’d love your feedback” message can go a long way in showing you’re listening.
3. Digital Advertising: Reaching Women with Relevant, Trust-Building Messages
Digital ads can do more than just promote your services—they can connect with female customers by addressing what matters most to them: safety, convenience, and a welcoming experience.
Targeted Campaigns that Speak to Real Needs
Leverage your customer data to create ads tailored to the concerns and preferences of female customers. Focus on safety-related services (like brake checks or tire inspections), family-oriented offerings, or even comfort upgrades in your waiting area. And while we’re on that—make sure your waiting area reflects the same care you’d show a guest in your home: clean, clutter-free, and comfortable.
Smart Retargeting for Higher Conversions
Use retargeting ads to reach website visitors who checked out your service page but didn’t schedule an appointment. Remind them of convenient options like online booking, early drop-off, or complimentary shuttle service. Make it easy for them to say yes.
Use Testimonials to Build Credibility
Incorporate reviews and testimonials from satisfied female customers into your ad creative. Real voices and authentic stories create emotional connection and demonstrate that your service department delivers on its promises.
4. Events: Creating Connection Through Education and Experience
Hosting events at your dealership is an effective way to engage female customers and introduce your service department in a relaxed, approachable setting. When done right, events break down barriers, build confidence, and foster lasting relationships.
Educational Workshops That Empower
Offer complimentary car care clinics focused on maintenance basics, safety tips, and seasonal prep. While these sessions are designed with women in mind, there’s no need to overtly label them as such—simply segment your email list and promote accordingly. The goal is to demystify service and empower attendees with practical knowledge.
Service Department Tours That Build Trust
During the event, provide guided tours of the service department. Introduce attendees to your technicians and advisors, and explain the work that goes on behind the scenes. Walking through service bays can feel intimidating—having a friendly, knowledgeable guide can ease that discomfort and foster trust.
Family-Friendly Events That Create Comfort
Host casual, inclusive events like Saturday BBQs or seasonal celebrations that spotlight the convenience and hospitality of your dealership. Use the opportunity to show off your clean, comfortable waiting area and highlight family-friendly amenities. Pro tip: Encourage your employees to mingle during the event—it’s a great way to strengthen customer relationships and personalize the experience.
5. Loyalty Program: Turning Great Service into Repeat Business
Loyalty programs work—and not just from a customer satisfaction standpoint. As someone who loves them personally and professionally, I know they can be a powerful revenue generator for the service department.
A well-designed loyalty program encourages repeat visits, strengthens relationships, and increases customer lifetime value—all while reinforcing the trust you’ve built.
Points-Based Rewards
Create a system where customers earn points with every service visit. Points can be redeemed for discounts, free services, or branded merchandise (pro tip: dealership hats are always a hit). It’s a simple way to say thank you—and to keep them coming back.
Priority Perks
Offer loyalty members added convenience, like priority booking or shorter wait times. These small touches can make a big difference, especially for busy female customers who value efficiency.
Early Access & Exclusive Updates
Make your loyalty program feel VIP-worthy. Give members first access to new services, special events, and educational content. When customers feel appreciated, they’re far more likely to stay loyal.
Want to Earn a Woman’s Trust? Step Up Your Game.
Trust isn’t built through pressure or intimidation—it’s earned by providing clear, honest information and treating every customer with respect. When explaining necessary services, focus on education, not upselling. Respectful, fact-based conversations go a lot further than scare tactics.
Attracting and retaining female customers in your service department requires a thoughtful approach—one that acknowledges their expectations and delivers on them consistently. If you don’t meet a woman’s needs, she’ll take her business elsewhere. And she won’t be shy about telling others why.
By using social media to build trust, email marketing to personalize communication, digital ads to reach the right audience, events to foster connection, and loyalty programs to reward continued business, your dealership can create an environment where female customers feel seen, valued, and supported.
The result? A stronger service department, increased revenue, and loyal customers who become your most powerful advocates.
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