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Service advisers’ role scrutinised

Castrol is interviewing 600 service advisers across a range of locations and dealer sizes in order to confront ‘serious challenges’ facing franchised workshop operations.

The initiative follows the completion of a research project examining the role of service advisers. Interviewees will be questioned about all aspects of their role and responsibilities within the dealership, from the perception of their role by other members of staff to levels of job satisfaction.

Adrian Brabazon, Castrol OEM and workshop marketing manager for UK and Ireland, said: “Our research confirmed that there are some serious challenges confronting franchised workshop operations that demand further, quantitative analysis.”

Castrol’s initial research highlighted that while some brands are doing more to develop and support their service advisers, problems concerning staff retention, training and efficiency in the service departments are widespread.

The company said the quality of service that advisers can provide to customers is often compromised by the wide range of tasks they are commonly called on to perform.

Castrol wants to address the extent of training and support given to advisers which it believes varies significantly from one franchise brand to another.

Brabazon said: “It is clear, even from these preliminary findings, that there are some serious issues that the industry needs to address.

“While service advisers and service managers play a primary role in driving customer satisfaction, and can greatly influence a dealership’s overall profitability, they are often among the worst paid and feel the least respected members of the dealership staff.”

The first phase of the quantitative survey will be completed by the end of March, with results published soon after.

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