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More likely to ask if visited before: On average, BMW dealers asked service customers whether they had visited the dealership before 44 % of the time, compared to 28 % of the time for the industry overall.

Reach service advisor quickly: BMW customers on average reached a service adviser within one minute 84 % of the time, compared to 78 % of the time for the industry overall.

SERVICE CALL EXPERIENCE O’ Hagan says a well-run service department’ s focus should be on building customer loyalty, and a customer calling in to schedule an appointment is a dealership’ s first opportunity to build trust.

“ Powersports customers who struggle to schedule service vote with their feet by moving to another dealership or independent shop,” he says.“ In extreme cases, due to most powersports purchases being discretionary, if ownership becomes frustrating, many customers will begin to question whether it’ s worth the effort and may sell the vehicle and become sour with the brand.”

The industry’ s average STE score improved by one point over the past year, reaching an average score of 44, one point higher than 2024 but trailing the 2023 highwatermark average score by two points.

Dealership performance varied substantially, with a minority of dealerships benefiting from their superior processes. Nationally, only 16 % of dealerships achieved STE scores over 70, providing an interaction with their service customers that was speedy, efficient

and helpful. In contrast, customers for 11 % of the dealerships hung up their phones, having completely failed in their attempt to schedule service.

LACKING IN KEY AREAS Customer expectations for scheduling service aren’ t set by the powersports industry. Nearly all powersports customers also schedule service for their cars and trucks, and over the past few years, the auto industry has significantly improved the service scheduling experience for its customers.

• Fail to live up to expectations: Today, half of all auto service appointments for basic needs like oil changes are quickly booked online, and with the help of AI-powered chat. Auto customers who phone to schedule service end their call with an appointment 87 % of

the time— compared to 52 % of powersports customers.

• Too many“ just drop it off” demands: Powersports customers were told 41 % of the time to drop their vehicle off and wait an undetermined amount of time, rather than the dealership committing to a specific date and time. In comparison, this unfavorable behavior occurs only 2 % of the time in the auto industry.

• Rarely ask about additional services: Across the industry, only 22 % of customers were asked if they had other issues or needed additional services, significantly lower than the 40 % rate seen in the auto industry.

OPPORTUNITIES FOR IMPROVEMENT Turn‘ just drop it off’ into a positive: Powersports customers were told 41 %

See BMW, Page 8

Unveiled exclusively for Equip Expo’ s 42nd show this October, Backyard Blend marks the start of a new show tradition.( Photo: Equip Exposition)