Helping your customers maintain their vehicles in good condition goes well beyond simple profit.

Contrary to what some of us might think, many customers consider taking good care of their vehicles a priority. The role of the technician (service advisor) is to properly explain the details of an inspection, estimate costs, and justify the time required to complete the work. The other challenge to overcome involves communication and our responsibility toward the customer. We are the translators of the vehicle’s needs, and the customer must understand that our role is to ensure its proper operation.

We are now familiar with presenting the condition of various systems inside and around the automobile using a three-colour code. Green: everything is fine; yellow: it needs attention soon; and red: indicates an immediate intervention. However, the customer wants to understand what lies beneath this simplified coding. Sampling and explanations are part of this added value. They allow the customer to better understand the degree of tolerance based on the colours and what they will have to manage in their daily lives. I am referring to urgent problems as well as upcoming preventive maintenance.

Documenting and Explaining

That being said, even if we support them in the process, it is not always easy for the customer to understand the impact or necessity of preventive maintenance. Digital inspection allows the technician to comment, add photos, check boxes corresponding to tolerance levels, and finally send the report by email or messaging, depending on the customer’s preference. I don’t know if the reliability of modern vehicles translates into much longer service intervals, but one thing is certain: the role of the service advisor is no longer to sell, but to help the customer understand so they can make an informed purchasing decision.

For example, tire professionals no longer settle for simply informing the customer of their tires’ wear level. They provide information on specific data for the proposed replacement tire, the vehicle’s needs, and they inquire about driving habits. The goal is an informed, well-served, and confident customer.

Don’t Touch That Button!

Sometimes, the source of the problem is the customer themselves, faced with the complexity of their vehicle. All elements (dashboard menus and peripherals) must be understood by customers so they can configure them according to their preferences and adjust them, but without consultation, an imaginary symptom could be created. Admittedly, it is not easy to guess how the customer has (or hasn’t) configured their vehicle’s accessories and systems, let alone mess with their settings without permission. This can lead to situations that make us smile, where a customer asks us to fix a configuration problem they caused themselves.

I witnessed a situation where the shop’s invoice had been placed on the owner’s manual in the glove box. The customer could have corrected the situation themselves if they had taken a moment to read the document.

In conclusion, the computer science integrated into a vehicle interacts with the way the technician and advisor think to better inform the customer. Yes, times have changed, as have habits at the repair shop. Yes, customers are ready to take care of their vehicles, but… will you be able to read their minds?