Is Inconsistent Video Quality Undermining Your Dealership's Success?

A real customer story on what happens when great first impressions, turn to failed expectations.

During a visit with my favorite car enthusiast couple, we sat in the living room talking about their new "rides" and I asked if either had taken in their vehicles for service and received a video from the technician.

Her husband jumped up, "Oh, Yes! It was the coolest thing. I loved it. They text me a link after I took my (insert luxury German brand) in for its first service visit, and I thought it was a nice touch. I had never seen my car from underneath before and I was happy to see the condition of the car from a different perspective."

This is the kind of reaction I love to hear when I ask this question.

And then the conversation took a turn.

"But Jacqueline, I just took my car in for service recently and got another video, and I have to tell you, it sucked."

I said, "Really? What happened that it was so bad?"

He said, "Here, I'll show you!"

He pulled up his text messages and showed me the videos.

The first one, I agreed with him. It was professional, covered all the major points: including the initial concern, the safety inspection with tire and brake measurements, and he used industry tools to demonstrate. The technician was upbeat and provided value. Overall, I gave the video 5/5.

And then, we watched the second one.

We barely got a view of the vehicle being sprayed down and this technician was a man of few words. He said, "Hi, this is Matt. Your car is done and as soon as its out of the wash, you can get it. Thanks."

If I had to guess, he probably forgot to make a video and recorded a quick one, just as the vehicle was leaving the car wash. If the OEM and the dealership have a "videos made" target, good for him for getting it done, but wow, the quality was a bummer!

And let's acknowledge the fact that my friend had a super first video experience and now every single time his vehicle comes in for service, he thinks he's going to watch something similar to the first video.

As I sit there, my friend is questioning me, with a really annoyed facial expression, asking why the second technician didn’t make a video like the first technician? As he says, "And Jacqueline, what happens if other people get the same kind of video experience that I did. I bet more customers won't be happy. Clearly, they need your help!” (Thanks for the plug buddy!)

The question to ask is, how did an inconsistent video experience impact his overall customer experience?

It doesn't take much to figure out that he was over the moon with the first video, and his perception of the dealership experience plummeted when the second video didn't meet his expectations.

Will this change his decision to stay with the dealership?

I can tell you, he recently defected and drives another brand. Was it because of the video experience? Probably, not - but you never know what is going to cause a customer to flip the script and leave your dealership. Ensuring a consistent experience for every customer begins from the moment they make contact with your dealership; to when they step inside; to when they leave. It is important to examine every touchpoint, including the content your customers watch in videos created by your team.

If you have a video MPI program up and running, are you inspecting what you expect from your technicians? If not, you risk creating the same scenario.

And this is just one story. What happens when this occurs multiple times a day, with several techs and hundreds of customers a month? This is when your program is no longer helping, but hindering your CSI, profitability, and overall dealership success.

The Solution: Shift Awake Group and The Video Circuit

At Shift Awake Group, we understand the importance of consistency in your video MPI program. The Video Circuit is designed to ensure that every technician creates high-quality, consistent videos that enhance the customer experience.

Our comprehensive training and ongoing support provide your technicians with the skills and confidence they need to produce videos that build trust and satisfaction. We work with your team to develop a standardized process, ensuring that every video meets your dealership's standards.

By partnering with Shift Awake Group, you can improve your CSI scores, increase profitability, and ensure long-term success for your dealership.

Ready to elevate your video MPI program? Contact us today to learn more about The Video Circuit and how we can help your dealership achieve its goals.

Contact us today to learn more about The Video Circuit and how we can help you achieve your goals.