{"id":2450,"date":"2025-06-26T18:32:06","date_gmt":"2025-06-26T18:32:06","guid":{"rendered":"https:\/\/www.tvi-mp3.com\/blog\/?p=2450"},"modified":"2025-06-26T18:52:44","modified_gmt":"2025-06-26T18:52:44","slug":"dealership-fixed-operations-retention","status":"publish","type":"post","link":"https:\/\/www.tvi-mp3.com\/blog\/dealership-fixed-operations-retention\/","title":{"rendered":"Dealership Fixed Operations Retention: Building Loyalty That Lasts"},"content":{"rendered":"\n

In today\u2019s hyper-competitive market, retaining service customers is the most profitable play a dealership can make\u2014yet it\u2019s one of the most overlooked. <\/p>\n\n\n\n

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While many fixed operations managers still chase metrics and blast out discounts, the most innovative leaders are shifting their focus to long-term customer loyalty. According to Scott Kelford<\/strong>, Regional Sales Manager at TVI MarketPro3<\/strong>, this shift starts from within: \u201cCustomer retention\u2026 It\u2019s not a numbers game. It\u2019s taking care of the guest and truly getting the customer back with a good experience.\u201d<\/p>\n\n\n\n

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Why Fixed Ops Retention Matters More Than Ever<\/strong><\/h2>\n\n\n\n

The service department contributes up to 49% of a dealership\u2019s total gross profits<\/strong><\/a>, according to NADA\u2019s 2024 Data Report. <\/p>\n<\/div>\n\n\n\n

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\"Dealership-Fixed-Operations-Retention\"<\/figure>\n<\/div>\n<\/div>\n\n\n\n

However, retaining those high-margin service customers has become increasingly difficult due to rising competition from independent repair shops and chain service centers.<\/p>\n\n\n\n

Many customers begin to drift away from the dealership the moment their warranty ends. As Kelford warns, \u201cThat\u2019s one of the biggest challenges\u2026 when the 3\/36, the 5\/50, or the six-year\/100 goes out… customers look to bail.\u201d<\/p>\n\n\n\n

Stop Chasing Numbers, Start Building Experiences<\/strong><\/h2>\n\n\n\n

A common mistake in fixed ops retention is reducing it to raw metrics\u2014repair order (RO) counts, average dollar amounts, and discount ROI. While KPIs are important, Kelford cautions, \u201cThe biggest mistake is chasing a number and not focusing on the customer\u2026 We\u2019re sending out 99-cent oil changes and focusing on just getting that repair count.\u201d<\/p>\n\n\n\n

Gimmicks don\u2019t drive long-term retention, which is powered by consistent, personalized care. Studies show<\/a> <\/strong>consistency across customer interactions increases trust and brand loyalty.<\/p>\n\n\n\n

The Role of Culture in Retention<\/strong><\/h2>\n\n\n\n

\u201cRetention is here to stay, and it\u2019s taken the place of CSI in many ways,\u201d says Kelford. CSI scores can be manipulated, but genuine customer loyalty can\u2019t. That\u2019s why building a culture around service excellence matters.<\/p>\n\n\n\n

\u201cYou\u2019re going to hear me say this a lot\u2014it\u2019s culture,\u201d Kelford emphasizes. \u201cGetting your fixed ops departments to be cohesive, have a common goal, and just take care of the guest.\u201d<\/p>\n\n\n\n

Dealerships that prioritize team training, shared departmental KPIs, and internal service standards see significantly better retention outcomes than those that just chase a number.<\/p>\n\n\n\n

Retention Drops? Watch for These Warning Signs<\/strong><\/h2>\n\n\n\n

If your retention is trending downward, Kelford advises examining key internal shifts:<\/p>\n\n\n\n