Even more important, the value of service loyalty extends beyond the service lane. Among consumers who had returned to the dealership for service during the previous 12 months, 74% said they were likely to repurchase from that dealership. Among those who had not returned for service, only 44% said they were likely to repurchase. Cox also found that 88% said their service experience affects their likelihood of returning to the dealership for a future vehicle purchase. That’s the lifetime-value argument. A retained service customer isn’t just another repair order. That customer can generate revenue ranging from future customer-pay labor to parts revenue, maintenance revenue and future vehicle purchases. At the very least, these customers are a huge resource for social validation and referrals. The service lane is therefore not merely a profit center. It is one of the dealership’s most important customer-retention engines. The New Service Experience Playbook Fixed-operations leaders should consider five strategic priorities. 1. Make convenience measurable. Track appointment availability, time-to-first-contact, check-in time, repair cycle time and pickup time. If convenience is important, measure it. 2. Communicate before customers have to ask. Text updates should not merely say, “Your vehicle is still being worked on.”Tell customers what happened, what the technician found and what comes next. 3. Make recommendations visual. Use photos, videos and clear explanations. The goal isn’t to create fear. It’s to create understanding. 4. Make service recovery consistent. Create guidelines for when advisors can resolve problems themselves and when a manager should become involved. Give employees authority to solve reasonable problems without requiring a manager’s approval for every minor issue. 5. Connect service to the entire ownership relationship. The customer’s service history should EPICBROKERS.COM ©2026 Edgewood Partners Insurance Center. All rights reserved. | CA License: 0B29370 EPIC Insurance Brokers & Consultants is proud of its partnership with more than 300 California dealerships and is the CNCDA’s only licensed broker for health insurance and employee benefits. As the dealers’ consultant, experience what EPIC can do for you, including: • A team producing significant results with decades of experience understanding the specific needs of dealerships • Fully insured and unique alternative funding options to best fit your dealership’s needs and provide the most significant savings • Full compliance services and HR support for your team FOR A BENEFIT COST ANALYSIS AND COMPLIANCE CONSULTATION, PLEASE CONTACT: Alison McCallum (949) 422-6431 alison.mccallum@epicbrokers.com inform the next sales interaction. The sales department should know when a customer is approaching a major repair decision. The service department should know when a customer may be nearing a trade cycle. The dealership should operate as a single relationship, not two departments competing for the same customer. Opportunity Is Hiding in Plain Sight The industry doesn’t lack reasons for consumers to service their vehicles at dealerships. It lacks reasons that feel compelling to consumers. The factory relationship is valuable. Factory-trained technicians are valuable. OEM parts are valuable. But consumers don’t wake up in the morning thinking, “I really hope I can find a factory-trained technician today.” They think, “I need my car fixed. I don’t have time for this. And I don’t want to get ripped off.” That’s the job. Give them confidence, convenience, transparency, communication, and when something goes wrong, give them a human being who takes ownership of the problem. The dealerships that win the next generation of service customers won’t necessarily be the ones with the biggest waiting rooms or the most aggressive discounts. They will be the ones who understand the simple truth: The customer isn’t buying a repair. They’re buying the feeling that their vehicle and time are in good hands. And when a dealership consistently delivers that feeling, service retention stops being something the dealership has to chase. It becomes something customers choose. Sean Reyes oversees all marketing efforts at Armatus Dealer Uplift as chief marketing officer. Sean’s experience spans more than 35 years in business development and strategic marketing, having developed go-to-market products and solutions for the automotive, healthcare, insurance, finance and technology industries. He spent more than 10 years advocating for vehicle safety and supporting dealers in warranty reimbursement for recall repairs. 27
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