Most dealerships think of service retention as something you deal with after the sale — maybe a few weeks later with a reminder email or a call from the BDC. But here’s the thing: by the time you’re trying to win that customer back, you might already have lost them.
On a recent episode of Retention Roadmap we had guest Patti Tremonti — CEO of MTN Automotive Training Systems — who dropped some hard truths (and practical advice) about what actually keeps customers coming back.
Spoiler: it has way less to do with marketing campaigns and way more to do with what happens before the customer even drives off the lot.
This article unpacks Patti’s approach and shows how dealerships can use it to boost retention, improve service revenue, and become the no-brainer choice for future purchases.
Why the first service appointment is everything
If you’re not focused on locking in that first service visit, you’re leaving money on the table — and risking your shot at the next sale.
Here’s why it matters:
- Customers who come in for their first service are way more likely to keep coming back.
- Patti puts it this way: “I’m not just selling this car — I’m setting up to sell the next one.”
- She points out that over 70% of customers who do service with you will also buy their next vehicle from you.
But if they don’t show up for that first appointment? The odds drop fast. The first year is when you either lock in a long-term customer — or lose them to the shop down the road. (This is why DriveSure helps maintain the cycle: 61% of new vehicles sold with DriveSure Benefits return for their first service visit.)
Set the appointment before they leave
Think about your current delivery process. You hand them the keys, maybe snap a photo, and thank them for their business. Great. But what if you’re missing the best opportunity to secure their return?
According to Patti, that first service appointment needs to be booked before the customer drives off. Not “maybe we’ll call you,” and not a reminder a month later. Right there, right then.
And not just booked in the system — introduced. Walk them over to service. Show them where to pull in. Let them meet the team. Take the mystery out of it and make it feel like a warm welcome instead of a future chore.
Why it works:
- It builds confidence.
- It removes uncertainty.
- And it shows the customer you’re invested in more than just the sale.
One more tip? Bring the energy. If you’re excited for their first service visit, they will be too.
It’s not just about booking — it’s about process
Setting the appointment is one thing. Making sure they show up (and come back again after that)? That takes a process.
Here’s what Patti recommends:
- Define the steps. Who sets the appointment? Who confirms it? Who greets them when they arrive?
- Assign ownership. Every step needs a name next to it — not “someone in service.”
- Measure it. What’s your target? Patti shoots for 85% of all sold vehicles — not just new, all — to have a first service appointment on the books.
And if your team is worried about no-shows clogging up the schedule? That’s where the process comes in. Have someone confirm it with excitement:
“We’re excited to see you and hear how you’re loving the car. We’ve got a spot ready just for you.”
You can even build reminders and confirmation touchpoints into your CRM or DMS. If you’re using DriveSure, you can add a branded windshield sticker with a QR code for easy access to appointment info and benefits.
The goal here isn’t just to fill the calendar — it’s to make showing up feel like the obvious choice.
Don’t let them leave without their next appointment either
Here’s a simple truth: we do this in every other industry. You don’t leave the dentist without booking your next cleaning. Why should service be any different?
Dealerships have been hesitant to book the next visit too early, thinking it won’t stick. But Patti argues that this is exactly what customers want — especially when it’s framed the right way.
Here’s a line that works:
“Just so you know, I’ve got a VIP time penciled in for you six months from now. We’ll check in before then to confirm it works, but it’s there for you.”
It’s not pushy — it’s helpful. Customers appreciate having it on their radar, especially when shops are busy and appointments are hard to come by. And from your side? Pre-booked appointments help you:
- Predict staffing needs
- Plan service bay capacity
- Reduce gaps in the schedule before they happen
It also makes life easier for the customer. They don’t have to remember to book. They’re not scrambling for a slot two weeks out. You’ve already made them feel taken care of.
Bottom line: if you want them to come back, give them a reason to — and a time to. Before they leave the lot.
Meet them where they are with prepaid maintenance
Traditional prepaid maintenance plans usually live in F&I — right next to GAP, wheel and tire, and everything else a customer’s trying to process before they even get to drive their new car home.
But what if you brought prepaid maintenance into the service lane instead? DriveSure offers a service-lane-friendly prepaid maintenance program that’s easy to sell and even easier to manage. You just plug in an op code, and the benefits activate. Customers get value, and you get higher retention and bigger ROs.
Use video to build trust that brings people back
If you’re not using video inspections yet, it might be time to ask: what’s holding you back?
According to Patti, the dealerships that have embraced consistent, customer-facing video processes are seeing serious retention gains. Why? Because transparency builds trust—and trust keeps people loyal.
With video, customers can see the dirty air filter or the worn brake pad. They’re not guessing. And that makes it easier to say yes to the work.
Even better, they often share those videos with others — spouses, friends, coworkers. Now your tech’s 60-second clip just became word-of-mouth marketing.
One caveat: don’t just turn the camera on and hope for the best. You need a defined process, a consistent format, and training to make it stick.
Retention doesn’t belong to just one department
A common trap? Thinking retention is the service department’s job alone.
The reality: it starts in sales, but it only works when everyone is aligned.
Patti calls it an “everybody opportunity.” Sales sets the tone. BDC confirms. Service advisors deliver. Technicians support with transparency. No one owns it alone — but everyone plays a role.
That’s why process matters more than any single tool or tech. Tools are great. But without a shared system and clear accountability, you’re just hoping things fall into place.
And hoping isn’t a strategy.
Final takeaway: make returning the default
Want the secret to service retention? Here it is:
Act like the customer’s going to come back—and give them every reason to.
Set the first appointment before they leave. Schedule the next one before they go. Give them a simple way to say yes to maintenance. Show them what’s happening with their car, not just tell them. And make sure your entire team is on board with the plan.
When you do that, returning to your dealership isn’t a decision. It’s just the next step.
Want to hear the rest of the conversation? Listen to the full episode here.
Need help making retention feel automatic?
DriveSure helps dealerships turn oil changes into lasting relationships—with renewable benefits, service-lane prepaid maintenance, and customer-first communication tools that drive results. Book a consultation today.