 On this week's episode, Kathi and I talk about the recent changes Google is making to search. It’s a wild ride and, spoiler alert it’s not at all over yet.
Music segment: We celebrate Siouxsie Sioux B-day Beach Boys documentary (thumbs down) Listen in HERE
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Hi folks, Mike the Car Guy here with this week's Service Link Tech Tip. This week, I wanted to share a quick story to underscore the importance of today's topic, which is the Photo and Video Enabled MPI (Multipoint Inspection). When I began my career in the car business, I started as a tune-up and drivability technician at a Ford and Mazda dealership. My daily routine involved receiving a repair order, inspecting vehicles, and recommending repairs. However, the process was cumbersome. I had to physically walk between departments, leave notes, and wait for customer callbacks, leading to downtime and missed deadlines. Fast forward to today, where technology has revolutionized this process. With iPads and other tools, technicians can now conduct quick vehicle inspections, capture photos or videos of issues, and send them directly to service advisors. This streamlines communication, allows for clearer explanations to customers, and ultimately improves efficiency and customer satisfaction. By integrating the parts department into the loop, parts can be prepared in advance, further reducing downtime. Embracing such technology not only boosts technician productivity but also enhances the overall service experience. If you're interested in delving deeper into this topic, don't hesitate to reach out. Until next time, this has been your Tech Tip in five minutes or less. Have a great day!
 Will 2024 be the 'Year of the Service Drive' for car dealers or the local repair shop?
According to a 2023 Cox Automotive study, a concerning trend in the automotive service landscape continued last year: dealership service visits accounted for 30% of all service visits in the U.S., down from 35% in 2021. Conversely, the average vehicle owner found themselves visiting service or maintenance facilities 2.5 times a year, up from 2.3 times in 2021. This shift underscores a growing preference among consumers for local quick service and small repair facilities. As we navigate the uncertainties ahead, particularly for the sales side of dealership operations, it's imperative that we increase our attention to the service drive and prioritize customer retention. Among the primary reasons cited by customers for seeking alternatives to dealership services are trust and expense. While the perception of higher costs can be debated, there's no denying the erosion of trust customers feel towards dealerships in recent years. Rebuilding consumer confidence is a multifaceted challenge, but one effective avenue lies in the mobile vehicle check-in (VCI) process conducted by service advisors. Why is performing the VCI at the customer's vehicle so crucial? Consider the intimate relationship individuals have with their cars. Our vehicles serve as more than just modes of transportation; they're extensions of our lives, accompanying us on daily commutes, family trips, and moments of solitude. Stepping into a dealership service drive and initiating a conversation about car maintenance can feel daunting for many customers. However, when approached at their vehicle by a friendly advisor, the interaction becomes more familiar and comfortable, setting the stage for trust to blossom. As the advisor builds the relationship with a customer at their vehicle, it allows for a better explanation of estimated costs and work to be performed and expectations can be set for continued communication which is one of the primary complaints about vehicle service experiences, not knowing what is going on. Along with a strong VCI process, text updates validate with customers that they were not forgotten and increase the trust that their vehicle is in good hands. These days everyone texts and a text message can be checked in nearly every situation from a work meeting to a visit to the market, increasing the probability of a quick customer response when additional recommendations are made. Sending a digital Multi-Point Inspection in a text with photos and even video accompanying any recommendations ensure the customer doesn’t have to rely solely on the word of the service advisor and has the proof needed to make an informed decision. By implementing mobile VCI alongside transparent communication measures like text updates and digital MPIs, dealerships can start chipping away at the trust gap and recapture a segment of the customer base shifting towards alternative service providers. Remember, it's not just about fixing cars anymore, it's about building relationships and exceeding customer expectations at every touchpoint. By prioritizing customer experience and embracing these innovative approaches, dealerships can navigate the changing automotive landscape and ensure their service departments remain a trusted partner for car owners well into the future. As an industry, we have been talking about the ‘consumer experience’ for a while now and there is still a perception lingering that a better customer experience means less dealer profit however data clearly shows that gross per RO increases significantly with text updates and photo/video-enabled digital MPI so the better experience in the service drive is a true win/win! If you would like to discuss your service drive I am happy to share my thoughts and how UpdatePromise could be the Service Lane Technology solution that your dealership needs, let's connect!  Clocking in Competition: Dealerships Gear Up Against Quick Service Shops in the Battle for Auto Service Dominance
As we peer into the landscape of 2024, car dealerships are bracing for a shift in focus. The showroom, once the bastion of their revenue, is taking a backseat as attention and resources are (finally) redirected towards the service drive. Dealerships are awakening to the realization that the Service Department is the battleground for customer retention and the competition isn't solely against the dealership across town but against the burgeoning quick service shops sprouting up around every corner. In this era of instant gratification where a 15-minute home mortgage is a reality, consumers' most valuable currency is time. Quick service shops like Valvoline Instant Oil Change and Jiffy Lube have astutely recognized this and capitalized on it, posing a substantial threat to traditional franchise auto dealerships. Valvoline Instant Oil Change shops, for instance, reported income from continuing operations of $75 million grew 505% in 2023! Additionally, Take 5 Oil Change is now the fifth fastest-growing service franchise by sales growth at 47.6% and the eighth fastest in terms of store count increase at 20.2%. These nimble service centers tout advantages that resonate profoundly with today's fast-paced consumer: 1. Convenience: With extended operating hours and a hassle-free system often allowing customers to pull in over a pit where a team gets right to work, quick service shops cater to customers' busy schedules far more flexibly than dealerships. 2. Speed: The lightning-fast execution of oil changes and tire rotations in 15-30 minutes starkly contrasts the potentially lengthy waiting times at dealerships. 3. Cost-Efficiency: There's a widespread perception that basic services are more economically viable at quick lube chains compared to dealerships. However, amidst this onslaught, dealerships wield several critical advantages that should not be overlooked and be shared with customers: 1. Expertise: Dealership technicians boast higher levels of training and possess broader knowledge, enabling them to handle intricate repairs and maintenance tasks that quick lube chains might struggle with. 2. Warranty Work: The ability to manage warranty repairs is a distinctive edge held solely by dealerships, setting them apart from quick-service competitors. 3. Parts Availability: Immediate access to genuine manufacturer parts is a trump card for dealerships, ensuring quality and reliability that quick lube chains relying on aftermarket parts might struggle to match. The challenge ahead for dealerships isn't merely about combatting competition; it's about recalibrating their strategies to prioritize the value of time and convenience without compromising on their core strengths of expertise and reliability. By assimilating the customer-centric approach of quick service shops while leveraging their technical prowess, dealerships can carve out a niche beyond basic services, securing their position as the go-to destination for all automotive needs. The battleground has shifted, but armed with their inherent advantages and a willingness to adapt to technologies built to increase customer communications, dealerships can reclaim lost ground and forge a path forward in the evolving automotive service landscape and truly make 2024 the Year of the Service Drive.  This week @kathikruse and I share that "Everything Still Comes Down to Customer Experience" | The 2023 Cox Automotive Service Study reveals a significant shift in consumer preferences regarding vehicle service providers and customer experience, join us: https://thefirstpencil.buzzsprout.com/1861300/14189808
 The Visual Revolution: Images Take Center Stage in Google Business Profiles and Google Maps
I have been a huge proponent of posting pictures to Google Business Profiles for many years and in today's digital landscape, images have become an integral part of communication and engagement. They capture attention, convey emotions, and tell stories in a way that words alone cannot. This is especially true in the realm of local search, where businesses are increasingly relying on images to attract customers and stand out from the competition. Google Business Profiles (GBP) and Google Maps have long been recognized as powerful tools for local businesses to connect with potential customers. But in recent years, there has been a noticeable shift towards a more visual approach to local search. This is evident in the growing emphasis on images in both GBP and Google Maps, images I have shared to GBP and Maps have been viewed over 144 MILLION times! Images: The Currency of Local Search Humans are visual creatures and we like pictures, the most popular places that we spend our time are centered around pictures and videos for a reason! Images are also playing a pivotal role in local search, they provide a more immersive and engaging experience for users, allowing them to get a better sense of a business's atmosphere, products, and services before even stepping foot through the door. Images can also help businesses differentiate themselves from their competitors. By showcasing their unique offerings and personality through high-quality images, businesses can make a lasting impression on potential customers. Additionally, and very importantly, images can boost local search rankings. Google has stated that businesses with photos are more likely to receive requests for driving directions and clicks through to their websites than those that don't. This is because images make listings more visually appealing and informative, which makes them more likely to catch the eye of potential customers. The Evidence is Clear: Images Matter The importance of images in local search is not just theoretical; it is backed by data. Studies have shown that:
Google's Increasing Focus on Images Google is well aware of the importance of images in local search, and the company is actively taking steps to promote their use. In recent years, Google has made several changes to GBP and Google Maps that highlight the role of images for example, they added a "Photos" tab to GBP listings, making it easier for users to find and view images of businesses. The company has also made it easier for businesses to upload and manage their images. In addition, Google is using images more prominently in search results. For example, image thumbnails are displayed next to GBP listings in Google Search, and images are also being used to populate Google Maps' "Street View" feature. These changes reflect Google's recognition that images are an essential part of the local search experience. Businesses that fail to embrace this visual revolution are likely to fall behind their competitors. How Businesses Can Leverage Images for Local Search Success To fully harness the power of images in local search, businesses should follow these best practices:
Encourage your team to take creative shots of your business from different angles and perspectives. And don't forget to tap into the power of customer-generated content. Ask satisfied customers to share their experiences and positive interactions with your business through images on your Google Business Profile. Every image posted is an opportunity to amplify your brand's message and reach a wider audience. So, go ahead, get out there and start snapping! The world of local search is your canvas, and images are your paintbrush. Embrace the visual revolution and watch your business flourish online. If you still arent sure of how to get the most with images on your GBP lets talk!  Google has announced a new annotation for Google Business Profiles that will allow consumers to easily find small businesses. The annotation, which simply says "Small Business," will appear in the profile of any business that meets Google's definition of a small business.
This is great news for small businesses, as it gives them a way to stand out from the competition and make it easier for potential customers to find them. It's also good news for consumers, who are increasingly looking to support small businesses. Why is this important?Google stats show that 84% of people say supporting local and/or small businesses is important to them. However, small businesses often have a hard time competing with larger businesses when it comes to online visibility. The new Google Business Profile annotation will help to level the playing field by making it easier for potential customers to find small businesses. It will also help to raise awareness of the importance of supporting small businesses. How to add the "Small Business" annotation to your Google Business ProfileIf you're a small business owner, you can add the "Small Business" annotation to your Google Business Profile by following these steps:
Other ways to make your Google Business Profile stand outIn addition to adding the "Small Business" annotation, there are a number of other things you can do to make your Google Business Profile stand out:
 Navigating Voice Search Optimization: Separating Fact from Fiction
In recent times, the buzz around voice search optimization has been impossible to ignore. Business owners are bombarded with calls from vendors claiming that their ventures are missing out on significant opportunities due to their absence in voice search results. The stakes are undeniably high – a 2022 report by DemandSage revealed that 56% of consumers used voice search to inquire about businesses or brands via smartphones. However, amidst the urgency, it's crucial to tread carefully and discern between genuine opportunities and false promises. 1) Transparency and Credibility: Before committing to any vendor, scrutinize their track record. Remember, what works in one location might not be as effective in another, if a vendor is calling a business outside of their area they may not get accurate voice search results even when they use the business city in their request if the IP address isnt local to the actual business. Investigate client testimonials and case studies. Genuine, positive reviews from similar businesses can be a strong indicator of a vendor’s credibility. 2) Understanding of Algorithms: Voice search algorithms are intricate and ever-changing. Be wary of vendors guaranteeing instant top rankings. Reputable professionals focus on ethical practices and are honest about the unpredictable nature of search engine algorithms. 3) White-Hat Techniques: Ensure the vendor employs ethical SEO techniques. Unscrupulous methods may provide short-term gains but can lead to long-term penalties. Quality always triumphs over shortcuts in the world of online visibility. 4) Customized Strategies: Each business is unique. A trustworthy vendor will tailor their strategies to your specific needs and target audience. Avoid one-size-fits-all solutions. 5) Measurable Results: Look for vendors providing clear metrics. Regular reporting and transparent communication are vital for assessing the success of any optimization campaign. 6) Long-Term Approach: Remember, SEO, including voice search optimization, is a marathon, not a sprint. Quick fixes are often unsustainable. Sustainable improvements require time, consistent effort, and a focus on quality content. 7) Stay Informed: Educate yourself about voice search optimization basics. A fundamental understanding will empower you to evaluate vendor proposals effectively. Inspect what you expect! 8) Consider DIY Options: Depending on your budget and resources, consider handling voice search optimization internally, especially for small businesses. There are abundant online resources and guides available to aid your understanding and implementation of basic SEO strategies. In conclusion, while credible SEO agencies and consultants can indeed enhance your voice search presence, discernment is paramount. Ask questions, demand references, and make decisions aligned with your business’s unique needs and financial constraints. If you're uncertain or need guidance tailored to your business, don’t hesitate to reach out. I'm Mike theCarGuy and I would be happy to help you navigate the complex world of voice search and ensure your business thrives in the digital landscape, lets use our voices and talk! This weeks podcast can be heard HERE
I just got back from a one day road trip to the Digital Dealer Conference in Las Vegas, Kathi and I have thoughts... ;) Twitter, the platform we’ve loved for 14+ years, is officially dead. While both of us are still there, we are down to about 5% of the amount we used to be. Many sane users have been looking for a place to go. We’ve tried most of the new platforms and we think one has the best potential. We also touch on AI prompts (ie: where the magic happens). This article is super helpful. In our music segment: Mike recommended this book: The Art of Darkness: The History of Goth Kathi reflects on Club Lingerie, a small club on Sunset that was ground zero for a generation of music fans. 👉Sign up for Kathi’s newsletter here👈 Listen to this weeks podcast HERE
For some reason, Kathi and I have both been witnessing a lot of disturbing customer treatment lately. This week, we share a few stories and then discuss how that’s a losing proposition in today’s retail environment. Then, we discuss why it’s important to have a written social media policy and some training to mitigate online crisis management. And finally, Google Business Profiles are giving users another way to connect with their customers. Music segment: Midnight Special: Rick Derringer and Edgar Winter Group 👉Sign up for Kathi’s newsletter here👈 Got a question? Email either (or both) of us! Kathi: [email protected] Mike: [email protected] |
 Mike theCarGuy
Hey there, I'm Mike theCarGuy and here are some of my thoughts about cars, the car business and sales! Take a look around, maybe you will learn something or at the very least find your self smiling, and if you do... leave me a comment so I know I at least did something right! Thanks for stoppin by... Need to reach me? Call or Text: (909) 830-8390 [email protected] Mike theCarGuy: Grand Terrace, CA 92313 Twitter: @MiketheCarGuy1 Instagram: MiketheCarGuy Threads: @MiketheCarGuy BlueSky: MiketheCarGuy 
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