The language dealerships use in recall communications can send important messages to customers, letting them know what to expect as fixes are scheduled. While dealerships may rightly expect a great deal of negativity from customers at the beginning, handling a recall effectively can help combat owner frustration by proving how helpful and reliable they are during the process.
Getting the right message to customers involves written statements as well as conversations over the phone. In an article for Fixed Ops, from earlier this year, Recall Masters’ Chris Miller looked at some of the elements of an effective phone script.
In addition to a sincere apology, dealerships should remain friendly, inviting and accommodating. This includes assuring the owner that the repairs will not cost them anything and that the appointment can fit their schedule. Most crucially, the staff handling this call can take the opportunity to promote related services and keep the customer engaged.
Another tactic is to focus on the amenities that the dealership is taking care of, saving the owner time and effort. These include a rental car to make up for the one being worked on as well as conveniences in the dealership that owners can make use of while they wait for the remedy to be completed, such as food and WiFi.
As a recall plays out, dealers have to pay close attention to the language their customers are being exposed to. Recall Masters lets factory-authorized and pre-owned car dealers address recalls with multiple tools, including real-time API for monitoring recall events as they occur.