Missing the Low Hanging Fruit in Customer Loyalty

I recently leased a new Saturn Aura, and yesterday it was due for its first oil change. I had never before leased a car and have never owned a Saturn before this one. So this was the first time I'd ever been in for service at my local Saturn dealer.

The experience was decidely mediocre.

In a classic case of missing the low hanging fruit when it comes to generating customer loyalty, I was processed much like someone at the deli counter in the grocery store. The folks working behind the service counter didn't seem too interested in me being there, and I actually can't recall them saying much more than a word or two to me the entire time I was there.

What a missed opportunity. Here I was, a freshly minted customer still enjoying driving around in my new car. And when I show up for my first service experience at the dealership that sold me the car (and could sell me others in the future), the experience is brutally ordinary.

Here's what I propose. When a new customer brings their car in for service for the first time at a dealership, a message pops up on the screen for the service rep that reads as follows:

“The person standing in front of you is a new customer. The next 5 minutes are critical to giving them a reason to come back here for service again and again, and maybe buy their next car here. Right now, their relationship with us is entirely in your hands. Make a difference to this customer in the next 5 minutes.”

Evidently, they didn't have that little pop-up at Saturn.