EPISODE 07
Texting and Tech: Modernizing Dealership Communication for the Digital Age
Featuring Guests Charity Dunning & Russell Hill
Episode Description
If your fixed ops department still relies on outdated marketing or thinks coupons are enough, you’re leaving serious money on the table. But how can dealerships transform their service departments? Why is it so important to build real customer relationships? It’s time to rethink everything about marketing fixed ops!
In this episode of Retention Roadmap, Charity Dunning, Chief Marketing Officer, and Russell Hill, Managing Partner and Co-Founder of Fixed Ops Marketing,and Co-Hosts of the What the Fixed Ops?! Podcast join us to discuss how dealerships can optimize their marketing. We explore common pitfalls and emphasize the need for a paradigm shift, as well as the importance of customer experience from the moment a guest arrives. We also look at the underwhelming or nonexistent digital marketing strategies that many dealerships have in place.
Takeaways from this episode:
- Revolutionizing dealership marketing with video, AI, and automation
- Shifting customer communication preferences
- The importance of awareness around dealership services
- The value of transparent communication in driving dealership success
BILL SPRINGER
and president of Krex Inc.
CHARITY DUNNING
Chief Marketing Officer at Fixed Ops Marketing and Co-Host of What the Fixed Ops?!
RUSSELL HILL
Managing Partner and Co-Founder of Fixed Ops Marketing and Co-Host of What the Fixed Ops?!
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Convenience Has Changed the Fixed Ops Playbook
Customers are no longer comparing your service drive only to the dealership across town. They’re comparing it to every fast, convenient, transparent experience they have elsewhere. Many dealerships may not realize how quickly that standard is rising. Keeping up means choosing technology and service models that fit your customers rather than adopting every new tool the same way.
Moving Beyond the Discount
A discount may win today’s repair order, but what brings that customer back for the next one? As service prices rise and customers become more price-sensitive, dealerships need to separate the offers that close a transaction from the strategies that build an actual habit.
The Trust Gap Hiding in Your Multi-Point Inspections
Most dealerships say they want to build trust in the service lane, but too many are sitting on one of the simplest tools for doing exactly that. Video inspections don’t just explain recommended work. They help customers see what you see, and that visibility can be the difference between hesitation and approval.