Business 16 www.aftermarketonline.net MARCH 2025 Going beyond bookings In this second of a two-part article for Aftermarket, Jay Wheatley AAE MIMI, business coach and mentor at Absolutely Automotive, looks at how service advisors drive efficiency and satisfaction A service advisor is more than just an intermediary between the customer and the technician. They’re the linchpin that ensures smooth operations, efficient workshop loading, and excellent customer service. But what truly makes an effective service advisor? A highly effective service advisor doesn’t simply take bookings, they anticipate needs, manage expectations, and build lasting relationships. They bridge the gap between the customer and the workshop, ensuring a successful outcome. Here we explore the key skills needed, and why their role is pivotal to both customer satisfaction and business profitability. Understanding the customer, the secret to smooth repairs One of the most powerful tools a service advisor has is the ability to understand who their customer is, not just which repair they need. Knowing a customer’s driving habits, how they use their car, and what they value most in service can lead to smoother interactions. Let’s consider an example: Bob, a regular customer, has a report that shows his battery is failing. However, he declines the repair, explaining he’s never had any issue with it. A typical reaction might be to let Bob go on his way, leaving the issue unresolved until the imminent breakdown. But should we stop there? Our service advisor knows Bob uses his car to drive to the train station, where it remains parked all day. The service advisor explains how batteries often fail when least expected. Replacing the battery now could prevent a frustrating non-start at the station on a rainy evening, preventing a smooth journey home. In this example, the service advisor is guiding Bob to make an informed decision, rooted in his own personal situation. By focusing on how the repair aligns with Bob’s needs, we can deliver the best solution in a way that feels like advice rather than a hard sell. When a service advisor takes the time to understand the customer’s lifestyle and tailor recommendations accordingly, customers are more likely to trust the garage, return for future repairs, and recommend the service to others. Managing expectations, creating a smooth process Another hallmark of an effective service advisor is their ability to manage workflow efficiently. This isn’t just about getting the day’s work done, it’s about ensuring the team is prepared, the customer is informed, and no one is caught off guard by unexpected delays or costs. A skilled service advisor knows the importance of clear communication. They set realistic expectations, explaining the timeline, costs, and potential complications from the outset. They understand the value of guiding the customer through the entire process. From booking the appointment to explaining the diagnosis, every step is part of the journey that strengthens the relationship. By aligning customer expectations with what is actually possible, the service advisor can prevent misunderstandings and maintain customer satisfaction. The team player, supporting workshop efficiency This is where a service advisor’s ability to support the technicians becomes invaluable. A highly effective service advisor doesn’t just pass jobs along to the workshop, they help ensure the team is well-prepared and wellinformed throughout the day. Those who manage workshop loading effectively and communicate clearly with technicians help prevent delays and mistakes. They ensure that jobs are allocated the right amount of time, parts are ordered in advance, and they have the right tooling for the job. This eliminates unnecessary back-and-forth dialogue between the workshop team and front of house. Moreover, the service advisor acts as the go-between, translating the customer’s needs and concerns into clear instructions for the technicians. This not only improves efficiency but also leads to better team morale. Right customer, right job The ability to assess which jobs and customers are the right fit is crucial to the success of the business. At times we should be able to turn away work that doesn’t align with the garage’s expertise or values. For instance, some customers may have unrealistic expectations or bring Jay Wheatley AAE MIMI, business coach and mentor
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