How Artificial Intelligence Can Improve Aftersales Service

It’s no secret that artificial intelligence is playing a leading role in many industries, and the automotive industry is no different. For everything from alternative powertrains to connected and software-defined vehicles, the digital transformation is in full swing.

One area where AI is being utilized to improve operational efficiency, profitability and customer service is in the aftersales service center – but despite customer demand, it isn’t widespread.

A J.D. Power study found that on a 1,000-point scale, customer satisfaction is 75 points higher among customers experiencing a fully digital service visit. Additionally, 34% of customers prefer text messages to calls, yet this only occurs in 9% of interactions with a service department.

Building Customer Loyalty

Dealerships typically have suffered from poor customer retention due to negative experiences in some or all parts of their visit. A lack of trust and transparency has plagued automotive service and repair for decades, making winning the customer an uphill battle. Transformation is overdue.

Outdated Dealer Management Systems often fall short of providing workshop managers with analytical solutions to ensure satisfaction, retention and profitability goals are met. Automating or eliminating traditional bottlenecks, including scheduling appointments, can help alleviate these problems. Processes such as time and resource management, be it parts or service, are often time-consuming and complex to perform along with other duties. Managers and master techs must respond to potential problems but may be unable to collate information quickly, especially when multiple platforms are utilized.

Implementing AI Across Dealer Operations

Digitization and the integration of AI solutions can streamline operations. Automotive service processes and experiences consist of a multitude of steps, and massive amounts of data are collected. Useful insights can be drawn from that data, each of which can be used to improve the overall process.

For example, AI can make scheduling more efficient and reduce the potential for errors. AI can analyze data and make real-time decisions, ensuring that appointments are optimally scheduled based on factors such as technician availability and job complexity.

AI excels at finding previously unseen relationships and interactions within the data and enabling their usage in real-time situations. Variables within service facilities change constantly, from appointments that don’t arrive to unexpected breakdowns requiring immediate attention to parts shortages.

Traditionally, these would require direct employee intervention to evaluate; however, AI allows for automated evaluation and process changes behind the scenes, freeing up employees to focus on the most important aspects of their roles.

Once the vehicle is on-site, there are processes for everything from tagging the keys and parking to Repair Order (RO) generation and distribution to the technicians. Manual data entry and paper copies are the core of these practices in chronic use cases, drastically limiting workflow efficiency.

That’s where AI steps in to automate these processes, eliminating paper trails and maximizing employee productivity. The RO is the core of the service department processes, documenting the work that allows profitable sales to be made. AI can streamline this process, automatically assigning ROs to the most suitable technicians, optimizing workflow efficiency.

Streamlining Communications at Every Touch Point

AI also can provide customers with digital vehicle health checks, allowing them to track the progress of their service in real-time. This reduces back-and-forth communication and keeps customers informed, improving overall satisfaction.

Furthermore, AI can analyze customer data to target optimal service reminders and predict maintenance needs based on driving habits. This ensures that customers are informed when service is due, increasing customer retention.

Incorporating pictures, videos and animations can simplify explanations of complex repair work to customers, increasing trust and transparency in the service process. AI can help create and manage multimedia content that aids in educating customers and building their confidence in the services provided.

Investing in a turn-key AI platform with easy integration and customization options is the key to harnessing the full potential of your business.

AI is not just a technological marvel but a valuable tool that, when integrated into automotive service operations, can lead to increased efficiency, profitability and customer satisfaction. By leveraging AI’s deep data analysis capabilities, workflow planning and customer service enhancements, the automotive industry can thrive in an increasingly competitive landscape.

Russell Younghusband (pictured, left) is the global automotive director of Getac Technology Corp.