There is an old saying that, “The proof is in the pudding,” i.e., there is no substitute for looking at documented results. And, when it comes to customer interaction tools and capabilities this is an instance where no truer words can be said. A case in point is the news from Redwood Shores, CA-based Xtime, a cloud-based customer retention management platform provider to the automotive service industry, who revealed that Buerkle Hyundai of White Bear Lake, MN, has experienced significant improvement in service appointment show rates and repair and service sales from using the Xtime platform.
So how much of an improvement has Buerkle Hyundai seen? Jim Bonney, service director for Buerkle Hyundai, reports that Xtime's products have boosted appointments and show rates, currently at an overall high of 92.3 percent, for an average three-month total repair order (RO) value of $261,481.
"Xtime really works for us because customers can go online 24/7 or use the call center to book whenever it's convenient for them. By streamlining as many appointment opportunities as possible through Xtime, we have more time to focus on the customers in front of us," Bonney said.
Buerkle Hyundai employs Xtime's ServiceCRM® platform for online and dealership scheduling and online service menus. Integrated into this platform are Xtime's shop management, service marketing, DMS integration and management reporting tools. Also integrated is Xtime's mobile advisor tool, ServiceTab™.
"Because I have full control of the schedule and can set parameters to block out certain hours, workflow is improved and evened out throughout the day so every customer can receive the attention they expect," Bonney said.
The nuts and bolts of improving service
While the automotive sector obviously has unique characteristics for dealing with customers, looking at what Buerkle Hyundai did to leverage new technology is instructive. The dealership averages 235 repair orders a week, of which 82 percent are customer-pay. In keeping with the trend of car dealers to provide a fast and courteous first engagement experience by having easy drive-up/drive in capabilities, Buerkle equipped its customer care advisors with Xtime ServiceTab, a tablet-based customer service solution to expedite drop-off.
"We really like ServiceTab, as it makes advisors go through the proper walkaround and write-up routines," Bonney says, "and customers realize we're invested in technologies that keep us on top. Plus, as it captures customer signatures digitally, it helps us with warranty claims because this important record is always with the RO."
Bonney said ServiceTab helps Buerkle Hyundai advisors:
ServiceTab helps advisors become trusted consultants to customers, as this technology enables them to discuss service recommendations at the customer's vehicle.
Enhancing the physical customer experience starts with the front end. Customers self-book appointments online or through Buerkle Hyundai's call center. The online service menu encourages customers to select not only services right for their make, model and mileage, but also up-sell options. Controlling this process gives Buerkle greater control over workflow through the shop.
The benefits are that service advisors spend less time answering phones so they can focus on customers and work in progress. The platform also provides reports on car health which allows advisors to target up-sell opportunities that customers may have missed.
The lesson here for those seeking to improve customer interactions is that a well thought out use of online self-service that integrates well with easy access to call center agents can improve operational efficiency as well as, and as importantly, improve customer satisfaction with their repair experiences.