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Article High Intent Meets High Intelligence: How Impel and TrueCar Are Redefining the Marketplace Read More

Key Intelligence Snapshot

  • The Slump: Dealership Net Promoter Scores (NPS) dropped from +59 to +47, while mobile service provider scores surged to +64 
  • The Friction: Average hold times for service appointments have climbed to 9.3 minutes 
  • The Opportunity: 40% of customers are willing to pay extra for mobile service convenience 
  • The Surprise: Gen Z is your most loyal demographic, with 94% returning to their dealer of purchase 

Customer satisfaction just took a nosedive, and your phone lines might be to blame.

While the industry braces for economic headwinds, the service lane remains the profit engine dealers should rely on. But the CDK Service Shopper 5.0 study reveals a crack in the foundation: Dealership satisfaction scores have fallen back to 2021 levels, while mobile mechanics and independent shops are gaining ground.

The customers are still there, but their patience is running out. Here is the intelligence you need to stop the drift and lock in loyalty.

The 9-Minute Hang-Up

The phone remains the primary way customers book appointments (61%), but it is quickly becoming the primary way dealers lose them.

The friction is undeniable. Customers placed on hold are now languishing for an average of 9.3 minutes—a full minute longer than last year. For a customer base prioritizing convenience, that isn’t a wait; it’s a reason to hang up and call a competitor.

While Baby Boomers still reach for the phone, 43% of Gen Z shoppers are bypassing the hold music entirely, preferring to book via website. The problem? Online scheduling forms are often extensive and complex, and can drive abandon rates as high as 80%. If your digital front door is locked, you are shutting out your future revenue.

The Gen Z Loyalty Surprise

Think the youngest generation has no brand loyalty? Think again.

Gen Z is actually the most loyal demographic in the service lane, with 94% returning to the dealership where they bought their vehicle. That is up from 88% last year.

However, their loyalty comes with digital expectations. They want to schedule online, communicate via chat, and avoid the phone tag game. Win their screen, and you win their business for the long haul.

The Mobile Service Threat (and Opportunity)

If you won’t go to them, someone else will. Mobile service providers are encroaching on dealer territory with an NPS of +64, significantly outperforming the dealership average of +47.

This isn’t just about fixing cars; it’s about valuing time. 40% of consumers explicitly stated they would pay more for the convenience of a mobile mechanic. This is a clear signal to dealers: stop forcing customers to come to you and start meeting them where they are.

Recalls: The Hidden Revenue Engine

Recalls are often viewed as a burden, but the data says they are a trojan horse for profitability.

A massive 40% of customers who came in for recall work opted to have additional services performed during the same visit. Furthermore, younger generations (the most loyal segment) are the most likely to approve that additional work.

Signal to Adapt

The decline in satisfaction isn’t a permanent condition; it’s a signal to adapt.

  • Kill the hold time by utilizing AI voice assistants to handle scheduling instantly, 24/7 
  • Capture the youth vote by optimizing online scheduling and chat for Gen Z preferences 
  • Monetize convenience by deploying mobile service units to capture the 40% willing to pay a premium 

Impel connects the dots between customer expectations and dealership execution. The solutions that fix the friction are ready. Are you? See Service AI in action.