Automotive News - October 17, 2016 - Supplement - S46

46 ❙ OCTOBER 17, 2016 F E N T O N N I S S A N O F R O C K WA L L , R O C K WA L L , T E X A S WELCOME SCREEN In-vehicle chip greets service customers, alerts dealership staff Printed in Automotive News Aug. 22, 2016 Diana T. Kurylko dkurylko@crain.com hen a Nissan vehicle pulls into the service area of Fenton Nissan of Rockwall in Texas, one of five 72-inch screens lights up to greet the owner by name. The message is generated by radio-frequency identification technology, or RFID. The store is the first Nissan dealership in the country to Ⅲ Radiouse the system. frequency At the same time that the identification customer is welcomed, the technology RFID system sends a mesto improve sage to dealership computprocedures ers and iPads, as well as a text and customer message to the salesperson satisfaction who sold the vehicle, with alerts of needed service. The 157,000-square-foot store with 47 service bays is one of the largest Nissan dealerships in the country. The RFID system was installed when the store was built several months ago. Tim Moody, the dealership's executive manager, said RFID is used in many luxury stores' service areas, but it is still unusual in volume-brand dealerships. The RFID system has helped Fenton Nissan of Rockwall exceed its targeted service revenue by 25 percent, he said. It also has helped the dealership gauge how long it takes to perform specific jobs so that "we can drill down on efficiencies in the service department," and "build a library of service interval quality," Moody said. W Like a toll tag Although Fenton Nissan of Rockwall has been open only since May, it has been in the top two for customer service satisfaction in its district, said Moody, adding he's sure the RFID system played a role in the store's high scores. A chip is mounted behind the rearview mirror in every new and used vehicle sold by the dealership and in every service vehicle whose owner was lured from another store, said Moody. Above, service technician Danny Johnson works on a vehicle at Fenton Nissan of Rockwall. At left, a screen welcomes service customers by name, made possible by radio-frequency identification technology. service writer more than they see someone on the sales side. We want to equalize that." System costs $60,000 The system, supplied by AutoPoint, based in South Jordan, Utah, operates similarly to toll tags used in many states by transmitting data via an antenna to a receiver. The customer's name appears on the screen and in smaller letters the date and time of the appointment and what work has been requested - for instance, an oil change. The type of service appointment isn't strongly emphasized because "we are more concerned that the customer knows we know who they are and there is a level of personalization and community," said Moody. The salesperson who sold the vehicle is summoned to the service area to greet the customer and answer questions and concerns. Perhaps the customer needs help connecting a phone via Bluetooth, for instance. This reinforces that the "salesman is their initiation and permanent point," Moody said. "Most of the time the customer sees the A service writer is also notified that a customer has arrived and is responsible for greeting the owner with an iPad to review scheduled work. If the customer wants to wait, he will be called three times with updates saying which bay is servicing the vehicle, when the vehicle goes to the car wash and when it is ready. The RFID system costs about $60,000, including the software and monitors, and likely will be installed at all 19 stores owned by the Fenton Motors Group. Fenton has nine Nissan stores and 10 others that sell Buick, Cadillac, Chevrolet and GMC; Ford and Lincoln; Chrysler, Dodge, Jeep and Ram; Honda; Hyundai; Mitsubishi; and Mazda. Moody said the group sells about 1,200 new Nissans a month. Within the next three years, the newest store is expected to sell 300 new and 200 used Nissans a month, Moody said. "Nationwide, we would be a top 10 Nissan dealer." c

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