Fixed Operations
What is Teleservice and How Can It Benefit Your Operations?
Russ Kalchick
Teleservice uses one-to-one communication with customers to expand the reach of your service operations. It is used to inform customers of special offers, remind them of needed maintenance or service for their vehicle or to collect feedback on customer satisfaction. Because customer relationships are so important to future sales and profitability, manufacturers and dealers should consider carefully how to implement and manage teleservice efforts to maximize their effectiveness.
Teleservice is most commonly used for maintenance and service reminders. With a telephone call, a representative of your company has personal contact with the customer. This demonstrates that the dealership values the relationship with the customer and is making a special effort to serve that customer's needs. By giving customers exactly what they want, they will return to the dealership for more service, parts and new car purchases.
Teleservice can be combined with direct mail reminders to achieve high response rates. Direct telephone calls to customers reinforce the brand, communicate a consistent message and generate dealership visits that, in all probability, would not have occurred otherwise. Teleservice also provides an efficient way to purify your database by eliminating customers who are no longer maintaining a specific vehicle. This ensures that future direct mail and teleservice efforts are focused on the most active customers.
Service reminder telephone calls are most effective when they provide customers with a convenient way to schedule a service reservation. During the call, the teleservice representative can schedule the reservation, update mileage so that future reminders will be on track, and capture e-mail addresses for customers who prefer this method of communication over conventional mail.
Gaining customer feedback is another important benefit of teleservice. A teleservice representative can gauge the customer's interest in purchasing another vehicle, determine concerns that need to be resolved or gather other relevant information. This information can then be provided to the dealership in a timely manner so that it can be acted upon expediently.
When deciding how to implement a teleservice effort, one option is to perform teleservice internally. In many cases, this means allocating a few hours of the sales or service department's time to making telephone calls. Frequently, however, these calls are put off when other priorities take precedence, such as a customer on the showroom floor. Without a commitment to a consistent and ongoing effort, the in-house teleservice function will not be effective and may even damage customer relationships.
The other option is to outsource teleservice operations to a company that specializes in this type of service. Outsourcing can provide a more consistent effort and yield better results. When selecting a vendor, find out where the teleservice is performed. Some companies act as brokers and outsource components of teleservice to third or fourth parties. This can affect the quality and consistency of the teleservice effort. A company that performs teleservice in-house with supervised and professionally trained teleservice representatives will provide a higher level of quality.
In outsourcing teleservice, you also will want to consider the level of service offered. Some vendors offer a more comprehensive service that includes maintenance reminders, customer satisfaction surveys, and even service reservations. Teleservice vendors also may offer the option of handling inbound calls to your dealership. Dealerships that experience a high "walk-in" volume (preventing staff from answering the phones promptly) should consider this option. Services such as reservation scheduling ensures that a high level of customer service is maintained even when your service drive is full.
A dedicated inbound teleservice center is able to forecast call volumes and staff accordingly. This results in reduced customer time on hold, decreases abandoning calls, and starts the service experience on a positive note. Trained agents are able to provide high quality and a uniform level of service, ensuring that every customer is offered the option to include scheduled maintenance at the dealership. This helps the customer see that the vehicle is properly maintained, while generating additional revenue for the dealership.
Teleservice is a key component of a comprehensive customer-relationship management system designed to generate loyal customer relationships and encourage repeat visits to an automotive dealership. Whether you decide to perform teleservice in-house or outsource it, keep in mind that the teleservice representative is an extension of your service center and represents your dealership to the customer.
Russ Kalchik is vice president of teleservice for Newgen Results Corporation. rkalchik@dealeronline.com
