Phone it in: Text updates, digital scheduling rank high

Dealership service customers were asked which digital service or mobile app — such as receiving repair work photos or videos via text or the ability to pay a bill online — they value most. Two options were the clear preferences for those polled in November by DealerRater: the ability to schedule a service appointment online or via a mobile phone and receiving text updates from an adviser.

Mass-market and luxury consumers had different opinions. Nearly half of mass-market vehicle owners said appointment convenience was their top choice, while slightly more than 4 in 10 in the luxury market gave top honors to text message updates.

The two groups agreed that using a phone to check in for an appointment, getting photos or videos of the repair work and paying by phone were not particularly important to them. These digital solutions have become more important for dealership service departments as the coronavirus pandemic has changed the way they communicate with customers. The desire for fewer face-to-face interactions ushered in ways for customers to communicate contact-free with service advisers. These convenient tools likely will remain a fixture in the service lane even once the pandemic is over.