Turning Data Into Service Lane Loyalty

Keeping customers coming back is critical for any dealership, and data is an invaluable tool for making that happen. The right analytics tools can help you figure out what’s working, what’s not, and where the biggest opportunities are to wow your customers. By using data to guide decisions, dealerships can turn routine service visits into long-term loyalty.

We recently spoke with Piermichele Robazza, Global Practice Director of After Sales Performance at Urban Science, on an episode of Retention Roadmap. He shared how data-driven tools like Urban Science’s ServiceView are helping dealerships identify key retention opportunities, improve customer engagement, and even turn service visits into sales leads.

His insights reinforced the idea that analytics are not just about tracking numbers—they’re about making smarter, more impactful decisions that build trust and loyalty with every customer interaction. Let’s take a look at some of what we covered.

How data helps you keep customers

Data helps you understand who your customers are, how often they visit, and what keeps them coming back. Tools like Urban Science’s ServiceView dig deep into customer retention trends so you can see what’s working and what isn’t. 

On the service side, analytics can show you how well your repair orders are performing—whether it’s tracking technician productivity, revenue per job, or identifying bottlenecks in your workflow. This kind of data ensures every part of your shop runs efficiently.

Turning insights into action

Knowing your numbers is great, but the real power of analytics comes from putting them to work. Here’s how data can help you take action and keep customers coming back:

• Targeted outreach that works: Use analytics to find customers who haven’t been back in a while, recently moved, or even serviced their car at a competitor. With tools like ServiceView, you can create campaigns that speak directly to their needs, whether it’s a special promotion or a friendly reminder.
• Go beyond the basics: Unlike your DMS, advanced analytics tap into insights from across the customer lifecycle. That means you’re not just working off your local data—you’re using network-wide insights to stay ahead of what your customers need.
• Make your marketing count: Sending tailored messages at just the right time shows your customers that you understand them. Whether it’s reminding them about a missed service or offering a discount on a recommended repair, relevant outreach builds trust.

When you use data to drive your outreach, it’s not just about increasing service visits—it’s about showing customers they matter. And when customers feel valued, they’ll keep coming back.

Using analytics to drive better communication and engagement

Proactive, personalized outreach backed by analytics doesn’t just inform customers—it shows them you value their time and trust. When every message is thoughtful and relevant, you create a service experience that customers keep coming back to.

Transparency builds trust

Analytics can transform how you communicate with customers by making transparency easy. Tools like multipoint inspections (MPIs), paired with photos or videos, show customers exactly what’s happening with their vehicle. Whether it’s a tire check or a brake inspection, clear visuals backed by data make it easier for customers to trust your recommendations and feel confident about their service choices.

Data guides communication choices

Customer data reveals how they prefer to communicate, and the message is clear: text messaging is the top choice for most people. Analytics show that texting is faster, more convenient, and more effective for updates during service and reminders between visits. Dealerships that embrace texting make booking the next appointment a seamless experience.

Turn data into meaningful outreach

The right data helps you move beyond generic reminders. Analytics let you craft targeted messages, such as personalized offers based on a customer’s past visits or alerts for upcoming maintenance needs. By understanding customer behavior, you can reach out in ways that feel timely and relevant, keeping them engaged and loyal.

Benchmarking: knowing where you stand

Analytics give dealerships a clear picture of how they’re performing compared to others. Benchmarking helps identify areas where you’re excelling and spots where there’s room for improvement.

Whether it’s retention rates, service revenue per customer, or labor hours billed per repair order, comparing your data to industry peers ensures you stay competitive and continually refine your strategy.

Retention curve analysis: preparing for the long game

Retention analytics show how customer loyalty changes over time, often dipping as vehicles age. This “retention curve” underscores the critical link between selling new vehicles and sustaining a strong service base. By keeping your service department top-of-mind for current customers and focusing on bringing new ones into the fold, you can maintain a healthy balance of loyal clients and long-term revenue streams.

Why tires matter for retention

Tires might not seem like the most exciting part of your service department, but they’re a huge opportunity to bring customers back. Right now, only about 10% of tire sales happen at dealerships, even though nearly every vehicle needs them eventually. That means there’s a lot of room to grow—and if customers buy tires from you, they’re more likely to return for other services too.

Overcome common hurdles

Many customers don’t even know their dealership sells tires, and others assume prices are too high. Fixing this is simple:

• Increase awareness: Make sure customers know you offer tires, especially during routine visits.
• Add value: Offer perks like road hazard coverage, free rotations, or seasonal storage for winter tires. These extras make your dealership stand out compared to tire shops or big-box retailers.

Capitalize on EV growth

For electric vehicle owners, tires are even more important. EVs wear through tires faster due to extra weight and torque, and proper maintenance can help maximize range—something every EV driver cares about. Position your dealership as the go-to expert for EV tire care, and you’ll create a loyalty loop that keeps customers coming back.

Make it easy for customers to choose you

Highlighting tire services during inspections or routine visits gives you more chances to upsell while showing customers the value you offer. Whether it’s bundling services or offering competitive pricing, making tire care simple and convenient is an easy win for retention.

Take advantage of good data

Data gives dealerships a critical edge in understanding what customers need and when. For even more actionable insights, check out our 2023 Dealership Service Retention Report. It’s packed with data-driven strategies to help you maximize retention, boost revenue, and keep customers coming back. Download your copy today and start turning insights into action!