Case Study: Coleman Chevrolet

Challenge:

Being a dealership in a rural community has some unique challenges. How do you encourage and continue servicing customers who live anywhere from 14 to 40 miles from your business for vehicle maintenance? We recognized the issue and partnered with Coleman Chrysler Dodge Jeep for the best approach to customer service and retention.

Solution:

Created a Customer Service Priority #1 Initiative. This program starts by implementing best practices that continually support our efforts to provide the highest quality customer service to our customers. Always being proactive and responsive to every customer, by offering:

  • Valet concierge service
  • Dedicated BDC team managing customer calls
  • Pre-selling service at time of appointments
  • Implementing online appointment setting
  • Freeing up service advisors so they remain focused on customers at the time of service
“Prior to partnering with Traver Connect, our service advisors were spending 80% of their day on the phone. Calls were being missed, service advisors were rushed and not able to pre-sell at the time of setting appointments, and we were leaving a lot of money on the service drive”, stated Michael Coleman, Dealer Principal of Coleman Dodge Jeep. “By allowing Traver Connect to handle our customer calls, pre-sell services prior to interacting with them on the drive, setting appointments and answering general service questions my team is now able to be more attentive and provide better service to our customers. In fact, we have doubled our service profits, which has resulted in an increase in our hours per RO soldfrom 1.1 to 2.4.”
As a rural dealership, Coleman Chrysler Dodge Jeep faced some uphill challenges. “Typically customers are willing to drive to purchase a vehicle, but when it comes to service maintenance they aren’t so generous,” commented Coleman. With stronger customer service practices and being there for them on the phones when they need us, we have had phenomenal success with improving our service retention. Prior to working with Traver Connect, our first year customer retention sat at 26%; but today, we are thriving at 69%; and we are working to make this stronger. Traver Connect makes a big difference for us.”

Traver Connect is a solution partner that helps turn your phone problem into a proven profit center. We deliver a 3-step total phone solution:

  • Answer every single call
  • Ask to book every appointment
  • Pre-sell time and mileage services

To learn how Traver Connect can help improve your brand experience, enhance your culture and increase your service profits, give us a call at 855.891.0010.

AVERAGE HOURS PER RO

1.1
Before Traver Connect
2.4
After Traver Connect
Please tell us about your dealership, we understand it is in a more rural part of Texas, New Boston, TX.

As a rural dealership located in New Boston, Texas, we have a unique market area where we provide both Chrysler Dodge Jeep sales and service to several surrounding communities on the Texas, Arkansas and Oklahoma border. With only two Chrysler Dodge Jeep stores available within a 40 mile radius, 75% of our customers reside in Texarkana, thus we have to be customer service centric in order to properly care for these customers, and Traver Connect is part of this equation.

What needs drove your decision to implement the Incoming Service Appointment Call solution with Traver Connect?

A major pain point for any rural dealership is how do you encourage and continue servicing customers who live anywhere from 14 to 40 miles from your business. Customer service is our number one priority. We had to be smart on how we treat our customers and how they view us as their place to buy and maintain their vehicles. A major customer service initiative we implemented was a complimentary valet service. We provide a daily customer pickup and delivery offering. As a result, our business has seen tremendous growth; and with tremendous growth you need to communicate and engage with more customers throughout your day. This can be a time consuming and daunting task for your service advisors. We recognized we needed a business partner to help us with this challenge.

What changes have been most obvious as a result of this process - both positive and negative – since making this commitment to an outsourced Service BDC with Traver Connect?

Prior to partnering with Traver Connect, our service advisors were spending 80% of their day on the phone. Calls were being missed, service advisors were rushed and not able to pre-sell at the time of setting appointments, thus we were leaving a lot of money on the service drive. By allowing Traver Connect to handle our customer calls, pre-sell services prior to interacting with them on the drive, setting appointments and answering general service questions my team is now able to be more attentive and provide better service to our customers. In fact, we have doubled our service effort, which has resulted in an increase in our effective labor rate from 1.1 to 2.4. We like the fact that their ability to sell time and mileage services more than pays for their service.

Overall 25% increase in RO count & $17 increase in $ per RO
What incremental advantages are you seeing as a result of this process:

As a rural dealership, we face some uphill challenges. Typically customers are willing to drive to purchase a vehicle, but when it comes to maintenance they aren’t so generous. By being stronger with our customer service and implementing smart business practices, we have had phenomenal success with improving our service retention. Prior to working with Traver Connect, our first year customer retention sat at 26%; but today, we are thriving at 69%; and we are working to make this stronger. Traver Connect makes a difference for us. They work with our customers, schedule their service calls and help with our pre-sells. They make a point to reach out to our customers on our behalf and help us maintain that relationship. It’s a seamless partnership.

If a dealership is considering to outsource their service appointment calls what advice would you offer them?

It’s a must have. We didn’t truly understand how much money we were losing as a result of not answering the phones and not being proactive with pre-selling prior to the drive. Traver Connect makes us better. A major challenge for most dealerships is staff turnover, and a lack of time to train. Your dealership will be stronger and your customers will be more appreciative by having more direct access to your store. We definitely would recommend Traver Connect.

Michael Coleman · Dealer Principal · Coleman Chrysler Dodge Jeep