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Jared Hamilton
From: Jared Hamilton
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Kate Spangler

Kate Spangler Strategy Consultant

Exclusive Blog Posts

It’s Official: Texting Boosts Service Satisfaction Scores!

It’s Official: Texting Boosts Service Satisfaction Scores!

The 2019 U.S. Customer Service Index Study results by J.D. Power have been published. You’ve seen the report before, but it should be more than just …

Give buyers high-quality web content - and boost your own search rankings in the process

Give buyers high-quality web content - and boost your own search rankings in the process

  Drawing traffic to your dealerhip's website can seem like a forbidding task, considering the infinite number of websites you are co…

Rock's Rants: Updating Sublets and Rentals

Rock's Rants: Updating Sublets and Rentals

Does your dealership sublet rental cars to customers? I've noticed a pretty common problem that might be causing your dealership to lose money. …

Making Mass Service Campaigns that Commands Personal Responses

Making Mass Service Campaigns that Commands Personal Responses

As a service manager or fixed operations director, this information is for you. There has been much to do about email interactions and direct market…

Auto Emails: Where Are We Now?

Auto Emails: Where Are We Now?

As we know, emails are still relevant in the way we approach corresponding with our customers. So as we continue to evolve as an industry so do our custome…

Millennial Expectations and Online Scheduling

As Millennials get older, they become an increasingly important fixed ops customer segment to retain. A recent AutoLoop study found that currently, Millennials make up approximately 18% of all service appointments. And that number continues to steadily increase year over year. In fact, as shown in the graph below, Millennials and Generation Z continuously increase their appointment rate each year, while other generations either stayed the same or declined.

                            

Ensuring Millennials show up

Our study also showed that Millennials have a lower show rate than other generations. However, that show rate increased considerably when they were able to book online. Other factors affected Millennial show rate as well. For instance, those driving import brands had the lowest show rate among Millennials, while domestic and luxury brands are more likely to show. Fascinatingly, these trends held true for the other generations as well, which means that Millennials take after their parents in this regard.

 

Online scheduling: a natural fit

Interestingly, we found that Millennials book online more than any other generation, including their younger counterparts, Gen Z. On average, Millennials account for 25% of all appointments booked online. Their online booking rate has increased by 6.5% in the past 3 years, with no signs of slowing down. And while this trend of increased use of online schedulers can be seen among all generations, Millennials have been the quickest to adapt to the technology.   

 

Summary

As Millennials continue to make up more and more of the auto-service customer segment, it’s essential for dealerships to adapt the experience to meet their needs and expectations. Implementing an online scheduler is a great opportunity area to ensure more Millennials choose your dealership for service.

Bart Wilson

Thanks for sharing Kate.

We seem to believe that Millennials want a more progressive, innovative experience, but I feel that we ALL want to do business this way. If Millennials are the catalyst that makes us evaluate our customer experience, then so be it. We all benefit.

 

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