Navigating the car market, whether for sales or service, can be a pivotal experience for customers. A positive interaction can foster loyalty, while a negative one can drive them away, potentially turning them into what auto repair shops dread: a lapsed customer. But what is an auto repair shop lapsed customer exactly, and how do dealerships inadvertently create them? Let’s delve into this question by analyzing a recent real-world experience of a car shopper, highlighting the critical missteps that can lead to lost business and customer attrition.
In today’s competitive automotive landscape, customer retention is as crucial as attracting new clients. A lapsed customer isn’t merely someone who hasn’t visited recently; it represents a breakdown in the customer-business relationship, a missed opportunity for repeat business, and potentially, negative word-of-mouth. Understanding the factors that contribute to customer lapse is the first step in preventing it.
One car shopper’s recent experience in South Florida vividly illustrates how dealerships can unintentionally push potential customers away, effectively creating lapsed customers from the outset. This individual, in the market for a new SUV and intending to trade in a lease, encountered a series of customer service failures that are unfortunately not uncommon in the auto industry.
Firstly, the shopper faced blatant disregard for their inquiries. Being hung up on, told to “Google it,” and encountering sales specialists who didn’t even bother to take down contact information paints a picture of dealerships that are either overwhelmed, understaffed, or simply lacking in basic customer service etiquette. In today’s customer-centric world, such dismissive behavior is a surefire way to create a lapsed customer before a relationship even begins. Potential buyers are actively seeking solutions and spending their valuable time reaching out; being met with indifference or outright rudeness sends a clear message that their business is not valued.
The service department experience wasn’t any better. Arriving for scheduled service only to find a deserted service area, followed by a lackadaisical attitude from the service manager when presented with a potential new car purchase, demonstrates a significant disconnect between departments and a missed upselling opportunity. The service manager’s shrug when the customer mentioned potentially exercising a lease pull-ahead offer in favor of new tires, and the subsequent lack of proactive engagement, speaks volumes. This passive approach can easily turn a current service customer, who is also a potential sales customer, into a lapsed customer for both service and sales.
Even the showroom visit, typically designed to be an engaging and informative experience, fell flat. The shopper described wandering around unattended, feeling as if the showroom might even be closed. The eventual interaction with a sales specialist was followed by a test drive, but the process quickly devolved into the customer being sent online to hunt for inventory themselves. This lack of proactive assistance and guidance in the showroom environment is another significant contributor to creating lapsed customers. Customers expect dealerships to be knowledgeable and helpful, guiding them through the buying process, not leaving them to their own devices.
The digital experience mirrored the in-person frustrations. The OEM website’s “Check Inventory” feature failed to provide relevant vehicle listings, and there was no follow-up communication, despite the shopper being signed into the website. Furthermore, the widespread absence of digital retailing options on dealership websites in this day and age is a major oversight. Inconsistent hours listed online and missing model showroom pages further compound the digital disconnect. These digital shortcomings actively deter potential customers and contribute to the creation of lapsed customers who are simply unable to easily engage with the dealership online.
Finally, the refusal to offer curbside delivery for a located vehicle, especially when the customer explicitly mentioned limiting exposure, highlights a lack of flexibility and customer-centric thinking. In an era where convenience and customer preference are paramount, such inflexibility can be the final straw that turns a potential buyer into a lapsed customer, opting to take their business elsewhere.
In conclusion, what is an auto repair shop lapsed customer? It’s someone who was once a customer, or had the potential to become one, but due to negative experiences, poor service, or a lack of engagement, has taken their business elsewhere. The experiences of this car shopper serve as a stark reminder to dealerships to critically evaluate their customer service processes across all touchpoints – from initial contact to service interactions and digital presence. By addressing these failures, dealerships can significantly reduce customer attrition and cultivate long-term loyalty, turning potential lapsed customers into repeat buyers and service clients. Listening to customer needs, providing proactive and helpful service, and embracing digital convenience are not just best practices; they are essential strategies for survival and success in today’s automotive market.
