Boost Dealership Revenue & Customer Satisfaction with Mobile Service
The Value of Mobile Service for Dealerships
Mobile service is transforming the automotive industry by providing a convenient and efficient alternative to traditional dealership visits. For dealerships, it’s more than just an added service—it’s a strategic move to enhance customer satisfaction, create new revenue streams, and differentiate from competitors. While Tesla has embraced mobile service exclusively and Ford has scaled its national mobile fleet to over 3,600 vehicles with strong OEM backing, other brands must develop independent strategies to make mobile service viable and profitable.
Challenges of Implementing Mobile Service
For dealerships that lack OEM support, launching a mobile service program can be challenging. The cost of upfitting service vans, acquiring specialized tools, and managing scheduling logistics can be significant. Additionally, ensuring that technicians are trained to perform services outside of a traditional shop environment presents an operational challenge. Without manufacturer incentives or clear customer demand, profitability can be difficult to achieve.
Strategies for a Successful Mobile Service Program
Despite these challenges, dealerships can maximize the success of their mobile service with the following strategies:
- Utilize Recalls & Routine Maintenance
Mobile service is a great way to complete recalls, which are free to the customer and crucial for vehicle safety. During these recall visits, technicians can conduct a full vehicle inspection and recommend additional services such as oil changes, battery replacements, or tire rotations. This approach not only ensures vehicle safety and compliance but also boosts revenue through upselling essential maintenance.
- Upsell Additional Services
Train mobile technicians to identify and recommend necessary repairs or maintenance while performing mobile service. Customers are more likely to approve additional services when presented with convenient, on-the-spot solutions. This increases customer pay amounts and enhances the overall customer experience by providing value-added services.
- Win Back Lost Customers & Boost Retention
Many customers stop visiting the dealership after their warranty expires. Mobile service provides an opportunity to reach out to inactive customers and encourage them to return by offering convenient at-home or workplace service. This can significantly improve retention rates and loyalty by meeting customers where they are.
- Market the Convenience of Mobile Service
Promote mobile service using targeted digital ads, email marketing, and social media campaigns. Highlight the time-saving benefits and ease of scheduling directly through the dealership’s website. Customer testimonials and before-and-after success stories help build credibility and generate interest.
- Advocate for OEM Support
Encouraging manufacturers to provide incentives for mobile service adoption can help dealerships offset costs. Ford, for example, offers its dealers one labor hour per mobile service repair order (RO), making mobile service a more attractive option. Dealerships should push for similar OEM-backed programs to drive adoption and profitability.
Why Dealerships Should Offer Mobile Service
For dealerships without OEM-funded mobile programs, launching a mobile service is a proactive step to remain competitive. It provides a distinct advantage by offering unmatched convenience, flexibility, and accessibility. The key to success is finding a balance between cost and profitability by focusing on high-demand services that can be efficiently delivered via mobile technicians.
Supporting Stats for Mobile Service
- Over 90% of customers who use mobile service say they would book it again for their next service.
- The average mobile service appointment saves customers two hours compared to a dealership visit.
- Net Promoter Score (NPS) for mobile service is 84, which is 15% higher than traditional shop service.
