Over the course of a year, we teach process installation and management courses for hundreds of service advisors, both in dealerships and in various workshops. This gives us some significant exposure to the thinking that prevails in dealer service lanes across the U.S. and overseas. I am often asked what the differences are in the service processes used here versus abroad, and what others might be doing better in serving service lane customers. There are several differences, such as having service advisors that are far and away more technically trained, commonly providing pickup and delivery service, utilizing diagnosis-only technicians in specialized diagnostic stalls, storing credit card numbers for quick billing, encouraging technicians to review tough problems with customers, and documentation of the vehicle's noteworthy maintenance log.
Every car and truck manufacturer provides some means for documenting all of the maintenance performed during the life of a vehicle. Some even provide sophisticated log books, explaining exactly what maintenance items to perform at specific intervals, with plenty of room for validation by dealer personnel. Unfortunately, some companies barely provide enough room in the middle of the owner's manual to denote a date and repair order number. They obviously place no importance whatsoever in documenting maintenance, and neither do their franchises. Interestingly, some of these same manufacturers are spending tens of thousands of dollars on programs to entice the customer to have regular dealer maintenance performed, while completely ignoring the very core of its documentation.
"So what!" you may be thinking. How important can a maintenance log be? Just ask a Mercedes, BMW, or Porsche dealer. Go to an auction and listen while these vehicles are advertised with "books and records," a key justification for a buyer to feel secure in the purchase. Go to a Volvo and Saab dealer and watch customers arrive at the service lane with maintenance books in hand, demanding that they be validated with the most current service. Note the increased value of one these vehicles being traded in with complete documentation and watch prospective next buyer's eyes when these valuable documents are reviewed by an excited salesperson.
During the same morning, go to a Honda, Toyota, Ford, or Chevrolet service lane, and challenge either a customer or service advisor to show such a document existing in their vehicles. Some have no idea it is there, and certainly have no concept of its exceptional value. Of course, you may be thinking that BMWs and Volvos cost more than Hondas and Chevys, and somehow that makes a difference. Well, if you were around in the 1960's you experienced the same attitude with $1195 (plus tax) Volkswagen owners. And these air-cooled machines didn't even have an oil filter, need an oil change every thousand miles, or valve adjustment every 3,000! VW owners proudly displayed their ragged, dirty maintenance logs as symbols of intelligence and consistency as "bug" owners. Many years ago my own uncle, a U.S. mail carrier, while displaying the remains of his fully documented 100,000 mile plus VW maintenance log, exclaimed, "You have to this for warranty, you know," which I pointed out had been terminated at least four years prior. "It doesn't make a difference," he replied stoically. His and thousands of others' loyalty to performing maintenance was as much to keeping the maintenance log intact, as it was having the maintenance performed. Somehow I imagined VW owners in the dealers' customer service lounges spent their time bragging about how many services they had, and how they had to order another log when the old one finally gave out. Now lounge customers just watch Jerry Springer and a competitor's advertisement. If your people are not introducing a vehicle maintenance log to every new and used customer beginning with the sale and into the service lane you are missing a special opportunity that benefits the customer, the service advisor, the technician, the parts department and your bottom line. If you don't like your franchises' maintenance log, design your own. If needed, check off my box on the response form on page 3, fax it in and we will help you build one. Get a validation stamp, keep the service due reminders on the maintenance log mileage intervals, and start building success using the inexpensive basics. There's gold in that glovebox and best of all, maintenance logs are Y2K compliant!
Ed J Kovalchick is CEO of Net Profit Inc, an international automotive manufacturer and dealer, training and management-consulting firm, located in Alabaster, Al. Mr Kovalchick is a featured speaker and instructor at conventions, 20-Groups, associations, and other automotive related events worldwide. He is also a former six-franchise new car dealer, and independent shop owner.