Serra Automotive Achieves Top Rank in 2024 Dealer Group Study

Serra Automotive Recognized for Exceptional Service

Serra Automotive has achieved a remarkable feat by being ranked first among 20 auto dealer groups in Pied Piper’s 2024 PSI Service Telephone Effectiveness Study. This comprehensive study evaluated the efficiency and quality of service telephone calls focused on customer experiences with scheduling service appointments. Following Serra Automotive in this prestigious ranking are Napleton Automotive Group, Berkshire Hathaway Automotive, and Group 1 Automotive.

The Importance of Efficient Service Appointments

Fran O’Hagan, CEO of Pied Piper, highlights the critical role service departments play in fostering customer loyalty. He emphasizes that the initial interaction—scheduling a service appointment—can significantly influence a customer’s future choices. If customers face obstacles during this process, they may opt for other dealerships or independent repair shops, or even consider replacing their vehicles altogether.

Overview of the 2024 Study Findings

The 2024 Pied Piper PSI Auto Dealer Group Study, conducted through extensive calls to service departments across various dealer groups, revealed valuable insights. Service Telephone Effectiveness (STE) scores, ranging from 0 to 100, were determined by a combination of efficiency and quality measurements. Specifically, 62% of a dealership's score relies on efficiency, with the remaining 38% derived from the quality of the service experience provided.

Notably, the overall industry average STE score improved to 60, and the average time customers needed to wait to reach a service advisor was reduced from 82 seconds to 57 seconds. Additionally, customers could schedule service appointments an average of one day sooner than the previous year, averaging four days out.

Serra Automotive's Stellar Performance

Serra Automotive stood out with the highest score of 68 in the study, reflecting a nine-point increase from the previous year. The dealership achieved an impressive rate for "Mission Acceptable" service calls, successfully connecting customers with service advisors within one minute and scheduling appointments within a week an average of 76% of the time. In stark contrast, the industry average for this metric stood at only 53%.

Moreover, Serra Automotive's instances of “Mission Failure,” where customers hung up without successfully scheduling, were less than one percent, far below the industry's 13% average. Notably, Serra's average wait time to connect with a service advisor was just 31 seconds, which is quite exceptional compared to the overall industry average of 57 seconds.

Improvements Across the Industry

Among other dealer groups, Napleton Automotive Group displayed the most significant improvement in the study, raising their average STE score by 14 points. They now rank second in the study, marking a remarkable turnaround from their last-place finish in the previous year. Napleton dramatically reduced its average customer wait time from 70 seconds to just 40 seconds and increased its rate of "Mission Excellent" calls from 30% to 62%.

Industry Comparison

Overall, large dealer groups scored two points higher than the overall auto industry average in the study, reflecting a growing trend toward enhancing service experience. Thirteen out of the 20 dealer groups scored above the average, indicating a strong performance within the larger context of the automotive sector.

Understanding Customer Experiences

The study exemplifies the importance for dealerships to grasp the dynamics of customer calls. By prioritizing service phone interactions, businesses can not only improve immediate service outcomes but also build long-term customer loyalty—a concept O'Hagan passionately endorses.

About Pied Piper Management Company

Pied Piper Management Company, founded in 2003 in Monterey, California, specializes in enhancing the omnichannel sales and service performance of retailers. Their rigorous studies, including the annual Pied Piper PSI evaluations, have significantly influenced best practices in the auto industry to drive performance improvement.

Frequently Asked Questions

What is the significance of the Pied Piper study for dealerships?

The study provides insights into customer service effectiveness and helps dealerships improve their service appointment processes, ultimately enhancing customer loyalty.

How does Serra Automotive compare to industry averages?

Serra Automotive outperformed industry averages in both service appointment efficiency and customer satisfaction, achieving impressive metrics across several categories.

What trends were observed in the 2024 study results?

The 2024 study revealed improvements in average wait times and service appointment scheduling, indicating a positive shift in customer service across the industry.

Why is customer experience essential for service departments?

A seamless customer experience in scheduling service appointments fosters loyalty and trust, influencing a customer's future decisions about both service and vehicle purchases.

What are 'Mission Acceptable' and 'Mission Failure' metrics?

'Mission Acceptable' measures how often customers can speak with a service advisor and schedule an appointment efficiently, while 'Mission Failure' tracks unsuccessful attempts to reach a service advisor.

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