Page 31 - Summer 2024

It brings clarity and gives the customer confidence.
Cars are complicated and technical discussions about them can also be
complicated. While service advisors can ask the technician for explanations and
get a good understanding of the details, the customer has their cell phone and their
search engine of choice. They might say to themselves, “If I admit I don’t know, will
this put me at a disadvantage?” Customers are already a bit nervous around car
dealerships. Enter the video and its ability to transparently educate the customer.
Now the customer has seen for themselves the specific areas the service tech and
advisor are talking about. They see the complexity in accessing that $25 seal that
requires hundreds in labor to get to. They arrive to the conversation having seen
what the advisor has seen. Instead of worrying about who has the upper hand in
the discussion, the focus of the conversation can simply be the car and the car’s
needs.

Modern customers are used modern experiences.
Owning a new car is exciting and the hype starts early! TV ads and social media
posts create a lot of buzz. They show the most exciting new features and sell the
lifestyle someone can have with this new car. Then, as a new owner, the customer
will be shown how to use their cell phone to operate various features on the car,
access all sorts of things like a digital owner’s manual or watch a quick-reference
video on how to program the garage door opener. They’ll get more modern 31
conveniences like scheduling service by tapping a button or simply just waiting
until the car sends a notification. They’ll watch the advisor use a tablet or OBD port
stick to check in the car for service and their phone will buzz with a notification
asking them to opt-in for text messaging. The customer can do nearly anything
from anywhere. Why not place them virtually in the technician’s bay while keeping
them safely wherever they’d rather be with a powerful video?
Continue on page 32.

On The Move 2023