I’ve been in the car business my entire life so my view of the Service Dept in any dealership is unique compared to the average female customer. Whenever I’m in one, my mind goes directly to how employees interact, how customers are treated and how the process can be streamlined even more to satisfy and delight customers.
While my experience is not that of the average female customer, my ability to empathize with women who need to get their car serviced and the struggles I’ve seen them endure, puts me in a unique spot. What I’ve observed over the years is that women mostly view a trip to the service department as a semi-painful experience. I think it’s time to change that.
If you’re a woman, you likely know the feeling.
If you’re a man, it would be ideal to empathize, learn and understand this feeling as it will help you to better serve every customer.
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Why women dislike service departments = Failure to meet their needs
The National Institute for Automotive Service Excellence states that women represent between 65% and 80% of automotive service customers. This means the female customer experience is directly related to service department revenue.
Without going into all the reasons why female customers consider service departments a painful experience, (because there are many and each one could be it’s own post), let’s explore how a dealership service dept (or any auto repair facility) can gain trust and build rapport with female customers, thereby building a lasting relationship, including the monetary benefits that come with it.
“Treat every customer as if they are a guest in your home.” – Carl Sewell
In automotive retail, the service department plays a crucial role in maintaining customer satisfaction and loyalty long after the initial sale. If you’re not making customers feel welcome, and this includes providing a clean restroom, you’ve failed right out of the gate.
I’ve observed the growing influence female customers have in the vehicle purchase process and in the after-sales service experience. Attracting and retaining female customers in the service department requires a nuanced approach, leveraging social media, email marketing, digital ads, events, and a loyalty program.
Here is a comprehensive 5-step strategy to welcome female customers into the service department.
1. Social Media: Fostering Trust and Transparency
Social media is a powerful tool to connect with female customers on a personal level, providing insights into your service department’s offerings and values.
- Highlight Your Team: Introduce your service team members through social media posts, showcasing their expertise and commitment to customer care. Personal stories build trust and make female customers feel more comfortable.
- Educational Content: Share tips on vehicle maintenance, the importance of regular check-ups, and how to identify potential issues. Educational content empowers female customers to make informed decisions. Include ways to save money and even ways to stay out of the Service dept (remember: they don’t like to go there!)
- Real-Time Updates: Use social platforms to inform customers about current wait times, service specials, and new services. Transparency is key to building loyalty.
2. Email Marketing: Personalized Service Reminders
Email marketing can be a direct line to female customers, offering personalized service reminders and updates.
- Service Reminders: Send timely reminders for upcoming service appointments or when it’s time for routine maintenance, personalized to each customer’s vehicle history.
- Exclusive Offers: Provide special discounts or offers on services and parts, exclusive to your email subscribers. This can incentivize visits to the service department.
- Feedback Surveys: After a service visit, send a follow-up email asking for feedback. This shows you value their opinion and are committed to improving their experience.
3. Digital Ads: Targeted Campaigns
Utilize digital advertising to reach female customers with messages that resonate with their needs and preferences.
- Targeted Ads: Use customer data to create targeted ad campaigns for services that are more likely to appeal to female customers, such as safety-related maintenance or child-friendly amenities in the waiting area. And speaking of waiting area, make it clutter-free and comfortable (like you would if the customer was in your home).
- Retargeting: Implement retargeting ads for customers who have visited your service department website page but haven’t booked an appointment. Highlight convenience features like online booking or shuttle services.
- Testimonials: Feature testimonials from satisfied female customers in your ads. Real stories can be very persuasive in showcasing the quality and reliability of your service department.
4. Events: Engaging and Educational
Dealership events are a powerful way to engage female customers and introduce them to your service department in a friendly, no-pressure environment.
- Workshops: Host free car care clinics or workshops focused on vehicle maintenance and safety, specifically designed for female customers. This can demystify car maintenance and build confidence. You don’t have to market it as a specific “workshop for female customers,” just simply segment out your email list and promote it.
- During the Clinic, Offer Service Department Tours: Offer tours of your service department to show the behind-the-scenes work and introduce your service staff. This can help female customers feel more comfortable and informed. It can be very intimidating walking through service bays but with a thoughtful guide, you can alleviate some of that apprehension.
- Family-Friendly Events: Organize family-friendly events at your dealership (ie: Saturday BBQs), highlighting the convenience and comfort of your service waiting area, and the trustworthiness of your service team.Pro Tip: Include employees in these events and allow them to mingle with customers to further develop rapport.
5. Loyalty Program: Rewarding Repeat Business
Loyalty programs work! I love them as a customer and as a dealership profitability expert, I love them as a revenue generator.
A loyalty program tailored to the service department can encourage repeat visits and foster long-term relationships.
- Points System: Implement a points system where customers earn points for every service visit, which can be redeemed for discounts on future services or freebies. Hats with the dealership logo on them are a winner!
- Priority Service: Offer priority booking or reduced wait times for loyalty program members, adding a layer of convenience for busy female customers.
- Exclusive Updates: Give loyalty members first access to new services, special events, or educational content, making them feel valued and appreciated.
Want to earn a woman’s trust? Step up your game.
Don’t intimidate women into buying service. Provide quality information in a respectful, pragmatic way on why the service is necessary.
Attracting female customers to the service department requires a thoughtful, respectful approach that acknowledges their unique needs and preferences. If you don’t meet a woman’s needs, she will take her business elsewhere.
By leveraging social media for trust-building, email marketing for personalized communication, digital ads for targeted outreach, events for engagement and education, and a loyalty program for rewarding repeat business, dealerships can create a welcoming and supportive environment for female customers. This enhances their service department experience and strengthens their loyalty to your dealership, turning them into raving fans who tell others all about you.
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