Service shop becomes even more crucial for dealers
“Customers defect for a variety of reasons, but two of them are: they perceive that it’s a better experience (at an aftermarket location) or they perceive that it’s less expensive,” said Jim Roche of Xtime.
When a customer buys a vehicle from a dealership, that transaction in and of itself is not the only important part of that visit.
So, too, is establishing a vehicle-service relationship between that shopper and the dealership.
That’s crucial, not only from the standpoint of driving a segment of their business with high margins, but also retaining a customer for service, who might otherwise visit an aftermarket shop instead.