How to compete with the reality of artificial intelligence in the automotive service industry.
Artificial Intelligence (AI) is one of the most popular topics in the world nowadays. News reports, Hollywood commentary, social media chatter, and announcements of AI being included in just about every product category imaginable. Who needs AI in a cat door or a toothbrush?! Like it or not, AI is being discussed and used everywhere. Google even changed their search engine so AI answers are displayed above search results from websites. This information is included on mobile devices and social media discussions that your customers read daily. All of this means your customers are exposed to AI, including information about what services or repairs they do or do not need to have performed. And AI has been known to give wrong or biased information on countless occasions, yet the consumer doesn’t know it at the time.
So, how can service facilities adapt to the increase of AI accessibility and advice in the automotive industry? Here are a few suggestions to consider for your business:
Emphasize Human Connection and Empathy
One of the most significant advantages service advisors have over AI is the ability to offer genuine human connection and empathy. While AI can provide data and recommendations, it lacks the understanding of human emotions and concerns. Leverage this personal touch by:
• Building Relationships: Take the time to get to know your customers. Understanding their needs, preferences, and concerns allows you to tailor your advice more effectively. As the saying goes, “people may forget what you’ve said, but they’ll always remember how you made them feel”.
• Listening Actively: Show empathy by listening to customer concerns without rushing to solutions. This personal touch can make customers feel valued and understood. If you look at online reviews of physicians in the medical field, you’ll find many who have great reviews with people primarily focusing on the “bedside manner” – which is how they make the patient feel, regardless of any technical expertise. In other words, showing that you care by sincerely listening will endear you even more to your customers.
• Offering Reassurance: Address fears and concerns that customers may have about their vehicle or the repair process. Your ability to provide reassurance and clear explanations can build trust and loyalty.
Provide Expertise Beyond Basic Information
AI tools and online resources often provide generic information that may not be applicable to every vehicle owner’s situation. Service advisors can differentiate themselves by:
• Offering In-Depth Knowledge: Use your expertise to explain complex issues in plain language that’s easy for your customer to understand. Share insights that are specific to the customer’s vehicle make and model, which AI might not cover in detail.
• Tailoring Advice: Customize recommendations based on the vehicle’s history and the customer’s driving habits. Share personal experiences you or other customers have had. This level of personalization adds value beyond what AI can offer.
• Staying Updated: Constantly update your knowledge with the latest industry trends and technological advancements to provide the most current and relevant advice. Building your knowledge with training will build your personal and professional success.
Educate and Empower Customers
Empowering customers with knowledge not only enhances their trust but also positions you as a credible expert. Service advisors should consider:
• Conducting Workshops: Organize informational sessions or workshops to educate customers about vehicle maintenance and common issues. This proactive approach can demystify the service process and highlight your expertise.
• Using Educational Content: Showing or sharing easy-to-understand guides or videos that explain common automotive issues and solutions. Share this content through social media, email newsletters, service reminders, inspection reports, on-demand during conversations, or your website.
• Encouraging Questions: Foster an environment where customers feel comfortable asking questions. Providing thoughtful, detailed answers can demonstrate your expertise and willingness to assist.
AutoNetTV engaged a research company to survey over 1,000 vehicle owners across the United States. Along these lines of educating and empowering customers, one of the questions we asked was, “Please rate how the following motivate you to obtain regular maintenance services for your vehicle(s)”. As you can see in the chart below, when combining the categories “Motivating” and “Highly Motivating,” we find “Ensuring that my car will last longer” coming in first at 83.8%. This reinforces that vehicle owners want to make good decisions about vehicle care, which saves them money in the long run. Consider framing part of your recommendations and conversations with customers around some of the key benefit items shown below to help increase their motivation to follow your guidance.
Leverage Technology and Tools to Enhance Service
While AI poses competition, it also presents opportunities to enhance your services. Embrace technology to help streamline operations and improve customer experience by:
• Utilizing CRM Systems: you already use your customer relationship management (CRM) software, aka Shop or Dealership Management System, to track service history, customer preferences, and follow-up needs. Reference this data before or during a customer conversation to help tailor your recommendations and improve service efficiency. Knowing recalls, TSBs, and other important information can really help lend more credibility to your position as a trusted ally and resource.
• Incorporating Digital Tools: Use digital inspection tools and diagnostic software to provide transparent, accurate assessments of vehicle issues. Share these findings with customers in a clear, understandable format. If you don’t already, consider integrating AutoNetTV’s Car Care Plugin subscription product to your digital inspection tool to aid each service or repair mentioned in the report findings.
• Offering Online Scheduling and Communication: Provide convenient online scheduling options and communication channels to make it easier for customers to interact with your service department.
• Showing and explaining the services by video increases customer understanding and retention of what was viewed. AutoNetTV can integrate its entire library of videos into your favorite digital inspection vendor software, all for a basic monthly subscription. They can be included in tablet apps, messages, and online platforms. If you want videos embedded in your digital inspection, we’d love to have a phone call with you and your preferred provider to discuss upgrading your inspection results. Call us at (801) 492-9900 to discuss integrating our videos with your inspection and other tech tools.
Focus on Customer Experience and Service Excellence
Exceptional customer service can set you apart from AI and online resources. Prioritize creating a positive and memorable experience for each customer:
• Personalized Service: Ensure that each customer feels valued by offering personalized service. Recognize returning customers and remember their preferences to make their visits more enjoyable. Try to not only learn customer names, but also to engage in personal conversations that help you learn more about them, their work, their family, and/or their interests. Having any type of personal connection will endear you to them and boost their desire to return to you for their service needs.
• Timely Follow-Ups: Follow up with customers after their service to ensure satisfaction and address any additional concerns. This demonstrates your commitment to their long-term vehicle care, and builds a the type of personal relationship that encourages customers to recommend their friends and family members.
Build a Strong Online Presence
While competing with AI, it’s also essential to establish a good online presence. Leverage digital platforms to reach and engage with customers:
• Maintain an Informative Website: Ensure your website is user-friendly and provides detailed information about your services, staff, and promotions. Include customer testimonials and customer experiences to build credibility. If you haven’t already, consider adding AutoNetTV’s videos throughout your website. These videos not only increase the amount of time and engagement on your website, which boosts your search engine rankings, but also reinforces the information you share in person, and provides visual details that increase customer comfort in accepting and following your recommendations.
• Engage on Social Media: Use social media platforms to share helpful content, interact with customers, and showcase your expertise. Regularly update your profiles and respond promptly to customer inquiries. Providing free, helpful information can greatly improve customer feelings of appreciation towards you and your business.
• Encourage Reviews and Feedback: Request feedback from satisfied customers and encourage them to leave positive reviews online. A strong reputation and high ratings can influence potential customers and build trust.
• Clicking videos for a clearer and more in-depth explanation is an easy and engaging activity that website visitors seek. AutoNetTV’s entire library of videos is available to you to insert into your website with a subscription to the Car Care Plugin product. You can learn more at https://autonettv.com/solutions/content-solutions-on-your-automotive-website/, or by calling our team at (801) 492-9900.
While AI and online information are impacting the automotive service industry, service advisors have unique strengths that can set them apart. By emphasizing human connection, providing expert advice, and leveraging technology, advisors can build strong relationships with customers and offer value that goes beyond what AI can deliver. Focusing on personalized service, educating customers, and continuously innovating will ensure that service advisors remain indispensable in an increasingly digital world.
For more information contact our customer success team at (801) 492-9900 or email us at info@autonettv.com.
