How it started and where we are today.
Yesterday marked the official one year anniversary of when the World Health Organization declared the coronavirus a Pandemic. At this time last year, businesses around the world were shutting down or moving to work remotely if they could. Businesses deemed as ‘essential services’ were allowed to — and in some cases required to — remain open to provide those necessary services to the public.
But where did the automotive dealership fall? There certainly were a few weeks of confusion and uncertainty. Provinces made official statements within days of the pandemic declaration to clarify what were essential businesses. (Here are some articles on individual province circumstances: Ontario Dealerships Deemed Essential, Quebec Dealerships Pivot to Online Sales, BC Automotive Association pushing for Essential Service Declaration.) Soon enough, it was announced that car dealership Service Departments were considered essential.
Good and bad news
Being considered an essential service meant you could keep your doors open for business, and keep your staff working, which was great news. BUT, in order to do so, many safety protocols had to be put in place to be compliant, and that could be a bit of bad news. Some of these changes were fairly extensive, and in some cases, needed to be implemented almost overnight.
Dealers had to install acrylic or plastic barriers between customers and staff members. Every inch of work space, including customer’s vehicles had to be routinely and properly sanitized and protected. Work spaces had to allow for 6 feet of space between each person and a limited amount of customers and staff could be in the building at the same time to ensure minimal contact and interaction. On top of that, all staff were equipped with face masks and shields, gloves, hand sanitizer and sanitizing spray. Yet somehow, dealerships still needed to provide a level of service to their customers that they had grown to expect. That was a tall order.
One of the first things dealerships needed to do was communicate to their customers. First and foremost, dealerships had to let their customers know they were ‘open for business’. Then came the new Covid Protocols. Most dealerships had an updated process for booking appointments, revised vehicle drop offs and pick ups and payment methods — and it was important to get this information out to customers. A lot of dealerships turned to their texting systems to reach their customers. Confirming or rebooking cancelled appointments, sending appointment reminders with details about where to park or drop off keys. All crucial information to making sure everyone remained safe and ensuring their essential service could still be done.
One of the biggest factors that dealers were confronted with from the beginning and throughout this last year, was the need to provide as many contactless services and options as possible. From remote text communication, to safe and simple key drop off points. From secure online payment options to a seamless, physically distant vehicle pick up — the most important element was the ability to provide this with the least amount of contact as possible. Thus keeping both customers and staff safe.
Even with all the technology at their hands and revised work protocols, patience was definitely required on all sides. Dealerships were adding and adjusting their work processes throughout the waves of the pandemic and provincial mandates changed (more than once!) It was a moving target at times. It took months before some dealerships could run with full staff. This was especially true in the Sales department, which were mostly working remotely. Vehicle purchases were being made solely online. Unlike the Service departments that had moderate changes to their processes, the pandemic completely changed how the car buying process worked.
A Year In
On the whole, dealerships across the country seem to have adapted to this difficult, challenging situation. They have modified and adjusted to their new Covid protocols; with masks, sanitizing and physical distancing almost becoming second nature. Having to run such a tight, guarded ship can actually result in a dealership becoming more streamlined and productive. Increasing communication allowed staff to really provide the next level of customer service.
Now, a year in to the pandemic, with vaccinations rolling out and cases dropping, there is a light at the end of the tunnel. Business is starting to come back to normal levels. So, what will this mean for the dealership Service Department in the future? Sure, the acrylic dividers may eventually come down. Customers and staff will hopefully be able to walk around in the dealership mask-less. But what about all the other contactless services that were brought into place? Will dealerships revert back to traditional ways of conducting business and providing service?
If history tells us anything, once society has been introduced to new technology and updated processes, they generally don’t like to go back. Going forward, customers will most likely continue to prefer contactless and streamlined options such as receiving text updates to keep them informed, quick and easy drop off procedures, and providing them the option to pay online. Services such as appointment confirmations, mobile check-ins, booking transportation and payment for services — all done from your personal device — will soon become the standard, instead of a luxury — or in this case, a Pandemic necessity.