Mobile service offerings have become a game-changer for dealerships, offering customers a level of convenience that keeps them coming back for maintenance, repairs, and more. From boosting retention to winning fleet accounts and even addressing the growing needs of EV owners, the opportunities are huge—but so are the challenges.
We recently had Todd Rabourn, Director of Global Customer Experience Implementation at Ford Motor Company, on our Retention Roadmap podcast to dive into this transformative trend. Todd shared key insights from Ford’s mobile service initiative, and we’ve rounded up the biggest takeaways for your dealership. Here’s what you need to know:
1. Unlock new revenue with fleet services
Mobile service isn’t just for individual customers—it’s a huge win for fleets too. Many dealerships are using mobile service to land full-time fleet accounts because businesses love the convenience of on-site maintenance. If you’re not tapping into this market yet, it’s time to start – Rabourn’s team started with 100 pilot vans and expanded to over 4,000 vans nationwide, with the majority of dealers offering mobile service, and almost all performing pickup and delivery.
Pitch mobile service as a hassle-free solution for keeping fleet vehicles on the road, with less downtime. Think about creating special pricing for fleets or even marketing directly to local businesses. It’s a smart way to grow your customer base and boost profits.
2. Build loyalty by letting techs shine
Mobile service technicians aren’t just fixing cars—they’re building customer loyalty. Some customers are even asking for specific techs by name or tipping them because of the great service they deliver. That kind of personal connection is gold. Rabourn reports that mobile service customers score 10-12 points higher on Net Promoter Scores (NPS) than main shop customers, a clear sign of loyalty.
Give your techs the tools to wow customers, whether that’s customer service training or highlighting them in your marketing. When your team feels proud and valued, they’ll deliver experiences that keep people coming back for more.
3. Get ready for EV tire needs
Electric vehicles (EVs) are changing the game for service departments, especially when it comes to tires. Heavier EVs mean more wear and tear, so tire maintenance will become a bigger deal. If your dealership isn’t ready for this shift, you could miss out.
Equip your mobile vans to handle tire work and make sure you’re reaching out to EV owners about your tire expertise. A little preparation now will set you up to dominate this growing market.
4. Make mobile service easier to run
Running a mobile service program takes more than just a van and a tech—it’s all about having smooth operations. From route planning to scheduling, having the right tools makes all the difference. Some dealerships are still using clunky systems or even whiteboards to track jobs, but software can make everything faster and easier.
Investing in the right tech now will save you headaches later and help you grow this service without a hitch (for pickup and delivery, Ford has used RedCap)
5. Showcase your wins to attract more customers
Dealerships using mobile service are seeing big wins, like selling more cars or landing fleet accounts. Don’t keep those success stories to yourself—share them! Let customers know how your services are making a difference. Post about it on social media, include it in your email newsletters, or even create short video testimonials.
When people see real stories of how you’re delivering value, they’ll want to work with you too.
6. Offer convenience without extra fees
Ford has made mobile service a hit by offering it as a free perk, and customers love it. You don’t have to nickel-and-dime your customers for convenience—it’s better to bake those costs into your overall service pricing. Customers appreciate getting more for their money, and they’re less likely to hesitate when booking a service.
If you want to offer premium options, like faster appointments or extra perks, that’s fine, but keep the base service affordable and straightforward.
7. Adapt your marketing approach for different demographics
Mobile services resonate particularly well with women and out-of-warranty customers. Dealerships can capitalize on this by tailoring marketing campaigns to address these groups’ specific concerns, such as safety, convenience, and cost-effectiveness. Highlight the safety and convenience of your service in ads, and consider offering first-time deals for out-of-warranty customers to get them through the door.
Sharing stories and reviews from happy customers in these groups can also help show that you’re a trusted, go-to solution for their needs.
8. Turn mobile visits into more business
Mobile service isn’t just a one-off—it’s a way to get customers coming back. Ford found that a lot of mobile service customers return for additional work within 60 days, and they usually spend more. Use these visits to check for other potential issues and schedule follow-ups right then and there.
A quick text or email reminder later can keep you top-of-mind. It’s a simple way to turn convenience into a long-term relationship (and more revenue).
Driving service retention to the next level
Mobile service is proving to be a powerful tool for boosting customer retention and creating new revenue opportunities for dealerships. By focusing on convenience, innovation, and personalized experiences, dealerships can stay ahead of the curve and meet the evolving expectations of today’s vehicle owners.
For even more actionable insights into service retention, check out DriveSure’s Dealership Service Retention Report. It’s packed with strategies, customer trends, and practical tips to help your dealership thrive in a competitive market. Don’t miss this chance to take your service department to the next level!
What keeps customers coming back to your dealership?
Download the 2023 Dealership Service Retention Report to see what dealership service customers have to say.
