Stan Stokes and Eric Renninger from Iron Fist Consultants discuss the evolving roles of service advisors in the automotive industry, the impact of COVID-19 on consumer behavior, and the role of technology. Gone are the days of going purely on gut feeling; today, maximizing conversion rates means utilizing every bit of data available. Operationalizing data and effective communication are fundamental aspects of a positive customer journey.

Stan Stokes and Eric Renninger, Iron Fist Marketing Consultants. Stan's previous episodes HERE

Show Notes

The changing landscape of the automotive industry (00:02:08) Discussion on the need to assess and train service advisors based on their fit for the evolving job role in the automotive industry.
The impact of COVID-19 on consumer behavior (00:05:14) Exploration of how consumer behavior shifted during the pandemic and the changes in the role of service advisors as a result.
Assessing service advisors' fit for the new job role (00:06:38) Discussion on the importance of assessing service advisors' fit for the new job role, specifically in terms of their appearance, communication skills, and ability to handle phone conversations.
Utilizing Tools and Impact on KPIs (00:09:23) Discussing the use of tools and key performance indicators (KPIs) to identify the approach to take with customers.
Assessing Natural Tendencies and Hard Wiring (00:13:04) Highlighting the value of understanding individual strengths and natural tendencies to improve communication and avoid frustration in the workplace.
The importance of creating a positive work environment (00:16:38) Discussion on the significance of providing great environments for employees to foster job satisfaction and prevent turnover.
The need for measuring effort and output (00:17:15) Exploration of the challenge of measuring the effort and output of service advisors and the importance of having tools to assess their performance.
The cost of wrong hires and the need for alignment (00:21:26) Highlighting the expenses associated with hiring the wrong people and the importance of aligning trainers and service advisors to improve performance and culture.
The consumer journey and operationalizing data (00:25:04) Discussion on the value of understanding the consumer journey and the need to operationalize data in the automotive industry.
The importance of phone interactions (00:25:32) Highlighting the significance of phone calls and how the way advisors handle them can impact the guest experience and the success of a shop.
Assessing and measuring effort and output (00:29:38) Exploration of the process and system that allows shop owners to assess and measure the effort and output of their team members, and how it can be used to improve performance and compensation.
The science of the customer journey (00:33:05) Discussion about the customer journey and the importance of customer experience in the automotive industry.
Measuring the during and follow-up (00:33:46) The need to measure and track the communication and follow-up with customers during the service process.
The importance of trained service advisors (00:40:28) Discussion on the importance of having trained service advisors who can handle customer calls and book appointments effectively.
Assessing and training service advisors (00:41:03) The need for a process to assess and train service advisors in order to improve customer interactions and conversion rates.
The role of service advisors in business success (00:43:45) The significance of having skilled service advisors to support the business by booking appointments and ensuring...