In the automotive service industry, staying efficient and keeping customers engaged are keys to success. Zach Pirkl, the Service Director at McGrath Automotive, knows this firsthand. His rise from a technician to a service director highlights not only his personal growth but also the incredible impact that personalized follow-up can have on improving service and customer satisfaction.

A Journey Rooted in Passion

Zach’s love for cars began early. Growing up in Minnesota, he and his friends were Honda enthusiasts, spending their free time building and racing Hondas. This passion led Zach to pursue a career in automotive right after high school. He moved to Chicago to attend UTI and started his journey at McGrath Automotive, where he began as a technician changing oil.

His dedication and hard work paid off as he quickly moved up the ranks, becoming a Honda Master Technician by the age of 25. He transitioned into a management role, first as a service manager and eventually as the service director at McGrath Automotive’s St. Charles Honda store.

Embracing Innovation in Customer Follow-Up

As Zach advanced in his career, he recognized the need for more efficient and effective customer follow-up processes. Before integrating myKaarma’s ServiceConnect, McGrath Automotive relied on a cumbersome method of tracking and following up on declined services. This involved manually handling large Excel files and using a mass dialer, which was both inefficient and prone to errors.

"Our decline services process entailed a weekly email file that was essentially an Excel file of everybody's declined services from the last week. We'd convert that into a CSV file, feed it to our BDC department, and they'd throw it in a dialer to call those people. This could be challenging and clunky," Zach explained.

The introduction of myKaarma’s ServiceConnect marked a turning point. The platform automated the initial outreach flexible and customized outreach cadences including text messages, calls, and emails, freeing up the BDC team to focus on responding to customer inquiries. This not only increased the BDC Team’s efficiency but also improved the quality of customer interactions.

The Power of Personalized Communication

One of the standout features of ServiceConnect is its ability to deliver personalized communication. Instead of generic follow-ups, customers receive specific offers tailored to their last service visit. This personalization makes the communication more relevant and engaging, leading to higher response rates.

"What I love about myKaarma is it's catered to the specific client. They get a specific offer to that person, tying back to exactly what their last inspection was. It makes it easy for the BDC team to handle when it's so automated on the front end," said Zach.

Text messaging emerged as a particularly effective channel. In an age where phone calls are often ignored and emails get lost in cluttered inboxes, text messages offer a direct line to customers. Zach noted that younger customers, in particular, prefer text messages, resulting in higher engagement and closing rates.

"A lot of people in that early 20s to mid-30s range like me don't like phone calls, and their email is full of junk. So that text message is effective. Everyone's on their phone and clearing out notifications."

Measurable Improvements

The results at McGrath Automotive speak for themselves. Since adopting ServiceConnect, the dealership has seen a 15-20% increase in closing rates and a 50% increase in return visits within 90 days. The automated follow-up system ensures that no customer falls through the cracks, leading to more efficient operations and better customer satisfaction.

"At the numbers that I've looked at, it appears we've increased our closing rate by at least 15%. Some months it's been 20%. We've seen our return visits increase by 50% in the last three months."

Adapting to Customer Feedback

Another key advantage of ServiceConnect is the ability to customize outreach cadences based on customer feedback. This flexibility allows McGrath Automotive to avoid overwhelming customers with too many messages, tailoring the communication frequency to meet the specific needs of each store and client base.

"Outreach frequency can be adjusted based on store and customer feedback. It’s not one size fits all with myKaarma. I can curate the verbiage and how I want that message to come across based on the clientele that I'm reaching out to."

Looking Ahead

Zach Pirkl’s journey from technician to service director underscores the importance of embracing innovation and personalization in customer follow-up. His story is a compelling reminder that success in the automotive service industry hinges on both passion and the willingness to adapt to new technologies.

For McGrath Automotive, the integration of myKaarma’s ServiceConnect has not only streamlined operations but also enhanced customer relationships. By delivering personalized, timely, and relevant communication, the dealership has set a new standard for customer engagement in the automotive industry.

As Zach looks to the future, he’s excited about the potential of AI technologies to further refine and automate processes, making the business even more efficient and responsive to customer needs. His journey serves as an inspiration for other dealerships, highlighting the transformative power of personalized follow-up and the continuous pursuit of innovation.

"If you're not on it, even if you're on the myKaarma platform but hesitant to add this package, you're missing out. You're going to spend that money in human wages anyways to make up for all the stuff that myKaarma does automatically," Zach advises.

For automotive dealerships aiming to enhance their service operations and customer engagement, following Zach Pirkl’s example and leveraging tools like myKaarma’s ServiceConnect could be the key to unlocking new levels of success.