Aftersales 360°: Workshop of the Future - Dealership Service

AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Aftersales 360° Handout | Workshop of the Future
Page 35
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
4 Main Elements Make up a Dealership:
- Administrative
- Sales Department
- Parts Department
- Service Department
Aftersales 360° Handout | Workshop of the Future
Page 36
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Service Department:
- This is where we introduce, modify, and maintain the
individual components that make up a motorcycle.
- Within this area we have people with a very special skillset
working to maintain our motorcycles. The area is clean and
precise, with special attention given to allowing for
concentration in the work a mechanic performs.
- In this way it is very much like a kitchen in our own homes. We
have areas where people congregate and socialize, such as
our living room and dining room. And we have areas where
there is more emphasis on focus and concentration, such as
the kitchen.
Aftersales 360° Handout | Workshop of the Future
Page 37
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Two Main Areas in the Service Department:
1: Service Reception
- Reception
- Interaction with the service advisor
- Waiting area
- Small Parts display
- Estimates for services
- Payment for Services rendered
Service Reception
Aftersales 360° Handout | Workshop of the Future
Mechanics Area
Page 38
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Two Main Areas in the Service Department:
2: Mechanics Area
Next we have the Mechanics Area. What goes on in this area?
- Motorcycle Diagnostic, maintenance and repair
- Delicate and precise work
In this area, Technicians are focused on the task at hand, ideally
free from distraction.
Service Reception
Aftersales 360° Handout | Workshop of the Future
Mechanics Area
Page 39
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Why Customers are not allowed in the Mechanics Area:
- Distractions: Simply put, customers are a distraction.
When mechanics are at work on a motorcycle, they are
often compensated based on their level of efficiency and
therefore must be able to focus on their work. This is very
difficult to do when a person is standing with them and
talking or asking questions.
- Solitude: Many mechanics are not interested in
customer interaction. They often prefer the solitude of
their work.
- Danger: This is also a dangerous area. There are tools,
machines and chemicals in the vicinity of mechanics that
are not safe for customers to be near. Because of this it is
important that we keep our customers away from the
mechanics area
Aftersales 360° Handout | Workshop of the Future
Service Reception
Mechanics Area
Page 40
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
A New Layout:
In this concept, we are introducing a component that blends the
‘parts,’ ‘sales,’ and ‘service’ business units into a new profit
center:
- Customer service, where we offer reception, estimates,
payment, etc.
- The Mechanics Area, where our technicians can concentrate
on their essential work, free from distraction.
Customer
Service
Service
Concept
Mechanics Area
- A Third Component that blends the ‘parts,’ ‘sales,’ and
‘service’ business units into a new profit center.
Aftersales 360° Handout | Workshop of the Future
Page 41
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Missed Opportunities:
- Education: For many, understanding the internal mechanics
of a motorcycle is a fascinating endeavor.
- Transparency: There is a sense that a customers’ motorcycle
is going in to an un-seeable corner to be serviced. There can
be a sense that something is being purposefully hidden from
their view.
- Valued Interactions: Mechanics are often regarded as
honest, genuine people. Keeping mechanics separated from
customers creates missed opportunities for their influence to
be heard and considered.
- Upselling: Perhaps the most important opportunity that can
be missed. Imagine if a customer could see parts on hand that
are built specifically for THEIR motorcycle, and those parts
could be installed right then and there, in front of them, while
they watched?
Aftersales 360° Handout | Workshop of the Future
Customer
Service
Service
Concept
Mechanics Area
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AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
A New Employee Position, combining three essential
elements:
- A Technician: This person will understand the fundamental
elements associated with working in a service department.
They are skilled in the arts or maintenance and repair, and a
certified BMW technician.
- A Parts Consultant: This person understands the parts and
equipment that are available for installation on the various
models that BMW offers
Customer
Service
Service
Concept
Mechanics Area
- A Salesperson: This person has the ability and desire to sell.
They understand how to interact with interact with customers
in a salesmanship capacity, and are comfortable with the role.
Aftersales 360° Handout | Workshop of the Future
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AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Benefits:
Education: Customers will be able to stand with a technician
while they perform maintenance on their motorcycle.
- This maintenance will be of a limited capacity. Tire changes
and parts and accessory installation are examples of the type
of work that will be performed.
- Major work and/or that requiring intense concentration, etc.
will still be conducted in a separate area.
Aftersales 360° Handout | Workshop of the Future
Customer
Service
Service
Concept
Mechanics Area
Page 44
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Benefits:
- Transparency: Customers will be able to see for themselves
what is happening to their motorcycle, as it is happening.
There is a profound sense of trust that can be developed as
this occurs.
- Valued Interactions: Customers can ask questions and
interact with the technician on a lever rarely experienced in a
dealership. The technician remains a source of valued
opinions and insights.
Aftersales 360° Handout | Workshop of the Future
Customer
Service
Service
Concept
Mechanics Area
Page 45
AFTERSALES 360°.
WORKSHOP OF THE FUTURE.
Benefits:
Upselling: Perhaps the most important is the opportunity to
UPSELL your customers.
- Parts will be on hand for customers to see and touch. These
parts are specific to the model of motorcycle the customer
owns
- The Technician can offer the customer the opportunity to
install these parts and accessories, right then and there. These
parts can be sold on sight to the customer though a Point-ofSale Kiosk located near the technicians workstation.
Aftersales 360° Handout | Workshop of the Future
Customer
Service
Service
Concept
Mechanics Area
Page 46