How AI Can Help Secure Your Dealership Service Marketing Spend

U.S. auto dealerships spent $4.46 billion in advertising expenditures last year, averaging thousands per month per dealership. Advertising expenses aren’t just for vehicle sales but also for service and parts residuals after the sale. On average, Fixed Operations generate about 13% of dealership revenue, however, gross profit is nearly 50%. 

It can cost more money to acquire service customers than to retain them. So it’s in a dealer’s best interest to ensure that each and every customer interaction begins with a good impression starting with appointment scheduling so they return for another service visit.

Don’t Let Hold Times Hold Your Dealership Back

According to the most recent CDK Service Shopper Study, 65% of customers are calling the dealership to schedule their service appointments, with an average hold time of over eight minutes, resulting in a poor customer experience and frustration for both customers and the Service team. 

With thousands of dollars spent each month to get customers into the dealership, how many of them abandon the call due to hold times or unanswered calls? Do they call back or call elsewhere? Are you able to identify who called and how to reach them?  

Dealers Are Embedding Artificial Intelligence Across Operations

Dealers are turning to AI to help with answering phones and scheduling appointments. This allows Advisors and the BDC to focus on higher-value tasks such as building relationships with customers in the dealership, returning calls and managing repairs. 

When you embed AI into the dealer’s appointment scheduler, customers can quickly schedule an appointment without long hold times or navigating a difficult menu. AI solutions can also accommodate customers who prefer to text or use online chat. A customer can even schedule an appointment without picking up a phone when there’s integration into the dealer’s system. 

With AI tools, a dealership is essentially available around the clock, meaning customers can call a dealership without being kept on hold. All-day availability integrated into dealer systems ensures your advertising dollars are well-spent, which will keep your in-market customers from getting away and in turn drive customer retention and more dealer revenue.