In automotive retail, data drives decisions, efficiency and customer satisfaction. For fixed ops teams, leveraging that data is crucial to stay competitive and deliver exceptional service. Yet, many dealerships face significant challenges when it comes to effectively applying data to their business. This article explores three key strategies to overcome these data challenges, providing actionable insights and practical guidance that applies across the entire dealership, including the fixed ops department.
Strategy 1: Embrace Real-Time Data Integration
Why It Matters
Today’s customers expect a seamless, omnichannel experience. However, data lags can lead to outdated information, resulting in missed opportunities and a disjointed customer journey. In fact, in the 2024 Cox Automotive Power of Data Study, 70% of dealers agree that lags in real-time customer and vehicle data make data-driven insights less useful.
Practical Guidance
To overcome this challenge, fixed ops teams should implement tools that update data in real time across all departments—marketing, sales, fixed ops, and the back office. This ensures that everyone is on the same page, and customer interactions are smooth and efficient.
Example
Imagine the customer experience at check-in. With real-time data integration, your service adviser can greet customers by name, with instant tablet access to service details and history. When service advisors are spending less time entering information, they can focus on customer interactions—enhancing the overall experience and increasing the likelihood of returning business.
Strategy 2: Deliver Personalized Experiences
Why It Matters
Customers do not always know what to expect at even the most routine service appointments. Solutions that guide the service advisor—and customer—through every aspect of a car’s health help the client better understand what is happening or what the next step is.
Practical Guidance
Provide service advisors with the tools they need to educate customers, perform the walk-around and write-up, complete check-ins, maximize appointment time and more at the push of a button.
Example
A service advisor who can focus on the customer—not the clipboard—can provide a better guest experience. A tablet that makes the check-in and inspection process easier and faster, helps the customer to understand what is happening with their vehicle, and provides transparency drives utilization, improves customer satisfaction, and makes our advisors happier.
Strategy 3: Integrated Solutions Yield More Trust
Why It Matters
Dealerships often struggle with the quality of data provided by vendors. Inconsistent or outdated data can lead to inefficiencies and missed opportunities. Only 26% of dealers are confident in third-party data insights.
Practical Guidance
Invest in tools that provide integrations across the service department. Dealers who rely on one technology platform to resolve all their service needs provide greater convenience to customers and dealership personnel. When these solutions work in tandem, fixed ops teams have more confidence in their data—and dealerships see more efficiency, higher CSI scores and increased retention rates.
Example
When the information your customer sees—whether in a video text that highlights an issue, or in the pricing at checkout—matches the information they hear from their service advisor, there’s greater trust. Integrated solutions can help the customer understand what services are in immediate need, what will be needed in the future, and so on. This honesty sets up a relationship for life.
Conclusion
Overcoming data challenges in the fixed ops department is essential for driving efficiency, enhancing customer satisfaction, and maximizing profits. By embracing real-time data integration, delivering personalized experiences, and ensuring data quality with integrated solutions, dealership management can unlock the full potential of their data. Implement these strategies today and transform your fixed ops team into a data-driven powerhouse.
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