Today’s dealerships have many advantages over general repair shops that we need to shout to our customers. These advantages include Technician training, Special tools to perform repairs, and parts inventory support from the factory. To gain markets share in service it demands including this information with the sales staff in presentations to customers. Retaining the customer beyond warranty has been a traditional concern that needs addressed to improve market share. If you ask your staff why we can not retain customers well beyond warranty likely the first comment will relate to cost. This is not the issue or we would only be able to eat at fast food places with extra value meals. Our ideal customer needs a target so who would this be to your dealership? My view would be the owner of a car that understands the value of proper maintenance and safety. A customer willing to perform needed maintenance when recommended must be the goal to retain at our dealership. I have seen dealer’s waist thousands of dollars promoting low cost oil changes with destructive effective labor rates to never gain market share or gross profit. Our mission is to develop programs that educate our customers when visiting for warranty services and provide outstanding service to keep them completely satisfied. We must have proper staffing that is well trained and develop relationships of trust. Dealerships should invest in training advisors and managers to polish the professional image of the dealership. We must understand the need and value of customer retention beyond warranty to improve fixed operation results.