How to Turn Your Service Drive
into a Smart Revenue Engine
The service department isn’t a place for oil changes and repairs. At many dealerships, it’s an untapped pipeline to additional sales and a strategic touchpoint for long-term customer engagement that drives retention and profitability long beyond a service visit. As vehicle ownership cycles lengthen and customer loyalty becomes harder to maintain, the service bay is emerging as the new front line of automotive sales.
With the right tools, every service visit can become a data-rich interaction that reveals a customer’s habits, preferences and potential buying signals. By leveraging the right data and proactive engagement, dealerships can not only boost profits but also enhance customer loyalty and lifetime value. In this article, we’ll explore how to make that transformation a reality — step by step.
From reactive to proactive engagement
For years, the service drive was built around a reactive model: Customers brought in their vehicles when something broke and service teams focused on fixing the issue as quickly as possible. It was a necessary function, but not a strategic one. That’s no longer the case.
Today, the most successful service departments are shifting toward proactive engagement. Instead of waiting for problems, they’re using historical industry sales data to anticipate customer needs — whether it’s a routine maintenance reminder or a personalized service offer. In addition, forward-thinking aftersales and sales leaders are using daily industry sales data to guide their marketing and retention strategies. This evolution is transforming the service drive into a revenue engine where every interaction is an opportunity to capture a future sale while building trust and delivering value, without disrupting the ownership experience.
Yet, opportunity remains largely untapped: According to our recent survey*, only about one in 10 auto buyers receive information on new vehicle offers during a service visit. That’s a major missed opportunity — especially when service-loyal customers are more than twice as likely to buy from the dealer where they service their vehicle, according to Urban Science.