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by CDK Global | 11/30/2019

5 Easy Ways to Delight a Service Customer

Delighting a customer is not an easy feat. It takes teamwork, creativity, and consistency from the entire dealership to make a new or existing customer to feel valued and appreciated. Trying to “wow” a customer may not always be necessary. Most of the time a customer simply wants to get their vehicle problem solved without having it be an inconvenience for them. Being met with a delightful experience makes it memorable and leaves an impact on the customer.

Recently, I went to my local dealer for an oil change and was pleasantly surprised by the process from start to finish. As I looked back on my experience, I realized that this dealer had a five-step process for making sure my experience was pain-and hassle-free.

Here are the five steps I was able to take away from my experience

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1. Online appointment booking with reminders
I scheduled my appointment online a week before the date I wanted to come in. Over the next seven days, I received two reminder emails from the dealer with driving directions. Those emails gave me peace of mind because I knew they were expecting me and that I had directions to the dealership’s Service department.

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2. Greet customers by name upon arrival
I scheduled my appointment online a week before the date I wanted to come in. Over the next seven days, I received two reminder emails from the dealer with driving directions. Those emails gave me peace of mind because I knew they were expecting me and that I had directions to the dealership’s Service department.

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3. Offer a complimentary ride
The Service Advisor could tell that I wasn’t happy about the wait time and kindly asked if I would like a complimentary Lyft back to the office. I took him up on the offer. He said that he would keep me updated on the status and that, once the repair was complete, he would send me a text to request a Lyft back to the dealer.

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4. Update the customer of service status
About two hours after I got back to the office, I received a call from the Advisor. He said that since they had all the parts in stock, the recall repairs were taken care of quickly and they were just finishing the oil change. He told me that I would receive a text with a link to schedule a Lyft back to the dealer. After we ended our call, the text came through and I had a Lyft driver picking me up 10 minutes later.

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5. Review service and ensure all expectations were met
Once I got back to the dealership, my Service Advisor went over all the completed repairs and made suggestions for future repairs. This recap was helpful because I knew what to expect from my vehicle and what to watch for. Before he shook my hand, he asked if all my expectations were met. I assured him they were and thanked him for alerting me about the safety recalls and being able to repair them the same day.


From start to finish, this service experience went about as good as it could go. Even though I only expected to get an oil change, the dealership was able to delight me with their service and help with critical safety repairs to my vehicle.

You can help give your customers a delightful service experience by putting yourself in their shoes. Use the Golden Rule as an example: Think of what you would like to experience and then let this be the way your customers interact with your dealership.