63% of users would prefer to book their vehicle service without interacting directly with the dealership.
An existing customer is likely to spend 11% more than a new one, so customer retention is key. When Hyundai recognised its customer satisfaction levels were dropping, despite growing sales, it changed its approach.
Initially, Hyundai overhauled its technical systems to offer 33,000 customers the chance to feedback anecdotally. Historically, a classic number-based survey offered nothing more than data and Hyundai wanted to make meaningful changes.
At this level, the damage is magnified. For every customer lost, it costs six times as much to replace. Armed with the customers’ responses, Hyundai found some small physical adjustments would help: showrooms lost the thermos flasks of tepid coffee for smart bean-to-coffee machines, switched plastic cups for china ones and replaced the free-pouring sugar for cubes, amongst a raft of similarly minor amendments.
But it wasn’t the physical changes in the showrooms that made a big impact. Hyundai’s next step was to create MyHyundai. On the front end, the MyHyundai interface gives customers the control to set service and road tax reminders.
Derek Dunne, Technical Director of CDK Global, says,
“63% of users would prefer to book their vehicle service without interacting directly with the dealership.”
As a result of these findings, CDK Global has developed an Online Service booking product, Service Online. Exclusively trialled in BMW dealerships, it is due for release in coming months.
These systems provide the dealers with highly accurate customer data to make contact more tailored. As Nick Tunnell, Aftersales Director at Hyundai, says, “We used to have a 6-8 week post-survey turnaround. Now our reactions [to feedback] are more quickly considered. The system allows dealers to reach the customers more personally in a much more targeted way.”
Hyundai now boasts a Customer Satisfaction Index around 95/100. It’s testing 17 dealers with the new technology, learning how best to integrate it into their existing dealer management systems (DMS). Hyundai plans to roll out the next phase of customer features, such as Vehicle Health Check (VHC) and gain understanding in how to be more transparent.
CDK Global already intimately understands the challenges Hyundai faces. Having worked with OEMs and dealerships across more than 100 countries, it is their business to integrate technological solutions to streamline processes and automate time-consuming tasks. CDK’s Autoline Drive is the next-generation DMS. It recognises that a dealer’s time is best spent delivering exceptional customer service and improving profitability.
As a result, Drive works seamlessly with other CDK products, such as Service Online and VHC Touch. Moreover, it allows dealers to take the amalgam of existing misaligned systems and consolidate them into one single-product solution.