Top Brand Fixed Op Scores | Is Going to Your Service Dept Like the NFL Draft?

Posted: April 21, 2021 by Anne Fleming, Car Buying Advocate

Most dealerships work to get reviews and scores to show off their Sales. How does your dealership showcase exceptional experiences in fixed ops, warranty and the body shop? How are you resolving issues?

Women, Dealers and the NFL Draft
For many women, going to the dealer can be like the NFL draft. All the metrics, data points and reviews don’t show how a dealer retains that customer or acquires new ones.

Depending upon the conditions of your staff and the interaction, the experience of how that customer felt, will carry the day. In that moment, your reviews don’t matter. What matters, is the experience.

Many star football players were not selected in the first or second round. However, when given tools, training and the opportunity to get there, they got to the top of their game.

Fixed Ops StatsParticipating dealers from the top brands on the graphic to the right had the highest fixed ops scores rated by women in fixed ops*.
*Brands are listed in alphabetical order

Even so, here’s what women report: 1 in 4 experience inconsistent delivery of communications and defect from their dealership.

Women-Drivers.com gives dealers innovative tools to improve retention. We spotlight new metrics and experiences about women auto consumers. Unlike Google and Dealer Rater, our reviews and surveys tap into the nuances of the fixed op experience. These insights delve into behavioral trends that lead to improving retention.

Be a destination dealer and elevate your market with a review platform that speaks to women + families.

FOCUS YOUR ATTENTION TO DRIVE YOUR RETENTION

Connect with More Women Drivers:

Communicate tangible value-adds in your advertising.

If your store provides overnight loaner cars, include this in your messaging. It’s the #1 concierge item requested by women.

A confident, pleased buyer who writes a great review of her experience can influence countless other women to follow her lead.

Ask, track, and always respond to reviews.

Reviews are 3 times more influential than advertising when women buy a car.

Women want to read others’ experiences to help verify what dealerships to visit. Showcase these valuable testimonials on your home page or their own navigation section to build trust and credibility – don’t hide them in ‘About Us.’

One Size Does Not Fit All.

Step back and ask, who does your advertising really speak to?

Women are looking for connections with car dealerships.

Enhance your advertising by investing part of your ad dollars into what’s in it for her. Include dealer reviews and ‘Dealer of the Year’ awards. Remember to also sell your dealership, not only cars.

Never miss a simple action to upsell your store.

Offer a 3-minute tour, share about extended service center hours, mention that you offer overnight loaner cars, and give a free car wash coupon. Always look to surprise and delight.

Develop relationships with online guests.

Provide informative, helpful content in your BDC email response as well as link to reviews highlighting authentic consumer experiences.

76% of women rated their dealership’s website 3 out of 5 stars.

As the first point of engagement for customers, be sure your website represents your brand well, conveys trust, is welcoming, and contains educational content that adds value.

The #1 digital resource women use when buying a car is the dealership’s website.

Include images of women throughout your digital assets and online marketing campaigns.

It takes more than having a female spokesperson to market to women.

The #1 reason women choose to buy is TRUST which requires implementing new behaviors, attitudes, processes, and messaging.

Make your dealerships a welcome destination for all customers.

Always greet your customer through active listening, use empathy and understanding, and taking an interest in what they need or want – even if it’s outside the car purchase.

Include informative, engaging content on your website.

It helps build trust and ensures guests get value from your brand.

Behavior Economics demands tracking when your customers fall off.

Dealers with outdated behaviors and attitudes are losing traction with women in this competitive industry.

Measure and track the number of women leads and buyers each month.

You can’t grow what you don’t know.

Create the right conditions for the sale on the first visit.

Ask questions, listen, and get to know the customer. Never interrupt and don’t assume. Consider there won’t be a second visit.

Dealers need to shift the paradigm to effectively engage, market and optimize sales to women.

What is your Trust Dashboard with this market?

53% of millennial car buyers are women. Almost 4 in 10 women are the breadwinners in their family.

How is your current and future customer demographic represented in your front line team?

Crack the code by turning reviews into real-time data to make yours the go-to store.

Our platform collects unprecedented pre- and post-purchase analytics about what your #1 buyers want and prefer from participating dealers.

Transform your messaging and make the showroom more customer-centric.

92% of reviewers choose to opt into a 25-question survey summarizing their visit. This unbiased data is available in predictive analytics WSI (R) Dealer Data reports chronicling what these buyers want and experience.

Game-Changing Predictive Analytics.

What women want at the dealership has predominantly been an absent dialog; those statistics and conversations have generally been national. Dealers now have access to their own proprietary data through our platform. This provides leaders at each business the ability to have honest insights allowing for predictive awareness of behaviors, preferences, and experiences.