Why are they so effective? How can you best leverage this technology with your technicians and other Fixed Ops team members? We’ll explain.
Video MPIs are no longer a luxury, but an absolute necessity for building trust, improving customer satisfaction, increasing transparency, and boosting profitability.
Lessons from a BMW Master Technician
Our partner, James, a BMW Master Elite Technician, has been implementing Video MPIs at his shop(s) for their entire existence – operating in one of the most competitive high-end markets in the United States. Their consistent performance of these services is key to their overall success. Furthermore, the fact that James has distilled these into a detailed script, complete with its own process, tips, and tricks, is nothing short of incredible.
We dedicated a significant portion of the 4th of July weekend to meticulously analyzing these videos and understanding their effectiveness. We discussed the process extensively, leveraging his expertise as an actual Master Technician and our remaining partners backgrounds in Public and Mediated Communication as well as Marketing.
We recognized this as a golden opportunity to achieve something the automotive industry has historically struggled with: consistently building customer trust. In so doing, it would give the shops and dealerships that leverage this technology and knowledge properly a massive competitive advantage, and even turn customers into fans.
The Problem with Traditional Inspections
Traditional Multi-Point Inspections are, in themselves, a completely innocuous procedure. While pointing out potential issues on a customer’s vehicle is a crucial part of the Fixed Ops process, customers often don’t perceive it that way. Instead, they often view it as a means for shops and dealerships to upsell them, increasing the bill even if they initially came in only for an oil change.
However, cars break! There’s nothing we can do about this, and in fact, many of the normal parts of a car that we might be accused of “upselling” are designed to last a certain amount of time, and then they need to be replaced.
How Video MPIs Solve the Trust Deficit
Where the video solves this problem is by showing them. Customers are no longer simply relying on the Service Advisor to tell them what’s wrong with their car; instead, they can see it in high definition, with an expert in their vehicle’s make and model explaining the necessity. The automotive industry has historically struggled with trust and miscommunication. This gets rid of both in a single move. Moreover, this visual evidence nullifies decision paralysis, making customers more likely to approve recommended services.
Ready to build unparalled trust with your customers? Learn how Surfwrench can help.
The Key Benefits of Video MPIs
Enhanced Customer Trust and Transparency
Providing customers with a high-quality, high-definition video of their vehicle’s issues is a major key to increasing their conversion rates. Seeing is believing in this context. When you provide a complete Video MPI, comprehensively detailing everything happening with the car (both positive and negative aspects), you dismantle the disconnect between the customer’s perceptions and their technical understanding of their vehicle. Most people cannot work on their own cars; that’s why they brought it to you!
It also reduces skepticism about your recommendations. If you state they need tires while showing them a tire with cords exposed, they will undoubtedly trust your recommendation. When customers trust you, have the entire picture of the state of their vehicle, and are given the next steps in the process – they feel like they are in control.
Increased Repair Approval Rates
Visual evidence significantly simplifies the process for your Service Advisors to secure customer approval (provided they follow up appropriately). Technicians can also clearly explain the urgency and potential impact of any issues the vehicle might have.
Examples:
- If something like a valve cover gasket or oil pan gasket is leaking, but it’s a minor leak, it might be possible to defer that repair.
- However, if brakes are metal-to-metal and cords are exposed on all four tires, the repair cannot be deferred!
This reduces the sticker shock that comes with some of these repairs, and introduces the important concept of playing the long game.
Improved Communications & Efficiency
When the technician records a Video MPI, it’s not just for the customer. While the customer is indeed the ultimate consumer and target of the video, it must also be effectively utilized by the Service Advisor. Instead of simply walking into the customer waiting area with a greasy MPI form, Service Advisors can present an iPad displaying the customer’s vehicle, engaging directly with them, and offering comprehensive suggestions to restore the vehicle to optimal condition. This significantly reduces back-and-forth communication between the customer and Service Advisor, as well as between the technician and Service Advisor.
It also serves as an ideal starting point for the Service Advisor to contact customers who are not on-site, as many of these technologies include read/view reporting. This allows the Service Advisor to see when the customer views the video, providing a perfect window for a timely call, text, or email follow-up. When this happens, you can drastically streamline the approval process, because that media is fresh in their head.
Competitive Advantage
Regardless of your current position, if you repair vehicles and implement Video MPIs, you will gain a significant market advantage over competitors who do not. Even among those who utilize Video MPIs, the Surfwrench Digital Method will provide a substantial advantage over your competitors. It positions your shop or dealership as modern, customer-focused, and expert in what you do. It will also significantly increase your trust among tech-savvy consumers, which are becoming the bulk of car buyers. This level of transparency is what they are looking for, and when you provide it they will keep coming back.
Documentation & Liability Protection
While we have not yet encountered it, we are confident that in some instances, a technician’s Video MPI has been admitted as evidence in a court docket. It provides a clear, time-stamped record of a vehicle’s condition, and when executed properly, allows for the discovery and clear conveyance of any flaws or issues that present a potential hazard. It also protects the shop against any false claims of damage or unapproved work.
We also believe that it can be an invaluable time saver when it comes to warranty claims, especially with aftermarket warranty companies that would want for the technician to re-diagnose a problem that a vehicle is having. Executing a proper Video MPI can save significant time and prevent considerable headaches from a variety of sources.
Enhanced Professionalism & Image
When you have personnel who are highly effective at performing Video MPIs, you project an indelible image to your customers, demonstrating your expertise. Consistency is key, and fostering collaboration between newer, tech-savvy technicians and more seasoned ones can be mutually beneficial.
Unlock the full potential of your Video MPIs. Contact Surfwrench today.
What to Know About Implementing Video MPIs
What is required to conduct a proper Video MPI? Chances are, you already possess the necessary tools. Many Dealer Management Systems include this platform built into their back-end; you simply need to request its activation.
Equipment Considerations
Regarding equipment, many technicians utilize their personal phones. However, it may be advisable for the shop to have a designated phone or camera for this purpose.
The Role of Training & Strategy
Effective training is important, and that is precisely what our company provides. We offer a suite of video and text options designed to supercharge your shop’s Video MPI Process, providing personnel with all the necessary advantages to perform them effectively and elevate your brand within the service department. Implementing a strategic follow-up process ensures these communications achieve peak effectiveness.
Streamline your Video MPI process with expert training & insights. Explore our training solutions.
Best Practices for Video MPIs
Optimal Filming Environment
We analyzed several dozen examples of Video MPIs, ranging from vehicles with minimal mileage to those nearing end-of-life. Even when a vehicle is virtually new, it is advisable to familiarize the customer with the vehicle’s appearance, particularly from underneath. We recommend that all Video MPIs be conducted on a lift, as this provides the customer with a unique view of their vehicle they would not ordinarily see. Filming the video from underneath the vehicle is a highly effective method to increase watch time, engagement, and conversion, all while simultaneously building trust.
Addressing Concerns with Clarity
When there is an “imminent safety concern,” it must be addressed immediately. However, pairing this with a review of all properly functioning components makes it seem like a strong value proposition: “Your car is in excellent condition; with new tires, it will drive just as it did when it was new.”
Whether or not the vehicle is still under manufacturer warranty also dictates some of the points you convey in the video, as well as the subsequent follow-up. Vehicle concerns such as fluid leaks are also more visually impactful when shown from underneath the vehicle. These should be paired with a 1-10 severity scale, where 1 indicates an initial leak, and 10 signifies a critical failure that could result in catastrophic fluid loss.
Enhancing Customer Engagement
Utilizing a professional and friendly tone, addressing the customer by name, and establishing your credibility at the beginning of the video are all crucial components for creating an immersive Video MPI experience. Since it’s their car, customers are highly likely to watch it, potentially multiple times if significant issues are identified.
The watch time observed on some of these videos is incredible, precisely because it is bespoke digital content tailored to that specific customer’s vehicle. It’s not made for broadcast, it is made just for them.
Driving Conversion with Strategic Messaging
Highlighting the vehicle’s positive attributes in contrast with areas requiring attention is a surefire way to demonstrate the value of the services you are providing. Pairing this with strategic promotions – such as price matching on tires, providing a loaner vehicle if parts are not immediately available, or even a proper sales-department handoff if repairs are extensive – are major ways to retain those dollars within your establishment.
There is a time and place for all of these tactics. Choosing the right path, with the right customer, at the right time, and presented in a proper narrative form, provides that customer with more compelling reasons to approve services.
Pre-Inspection and On-Video Demonstration
Pre-inspecting the vehicle before performing the video is an incredibly important step in the process. You want to avoid being surprised during the video recording, although it occasionally occurs. When proficient at video production, you can effectively use the ongoing vehicle procedures as the mise en scène.
If you can show them the oil change, coolant flush, or any other ongoing service, it visually confirms the work has been completed. Explaining and demonstrating simultaneously is an excellent tactic to build further trust and articulate why these recommendations are crucial for the vehicle’s longevity.
Leveraging Positive Customer Feedback
When videos are executed well, customers will express their appreciation. In fact, numerous customers specifically request James’s services because his videos are both informative and engaging.
Building rapport with the customer is incredibly important; when executed properly, they are more likely to trust your recommendations and authorize additional services in the service lane. They are also more likely to provide positive reviews (consider asking them on video!), which has a significant impact on your company’s overall online reputation and Search Engine Optimization.
Increase your bottom line in the service lane. Explore our training solutions.
The Critical Role of Follow-Up
However, where this process often falters in practice is the follow-up. Every video we analyzed provided clear instructions for the customer (and Service Advisor/parts department) regarding the next steps in the process, yet frequently, this communication was not properly followed up on.
Moreover, we have observed instances where the Service Advisor was unaware of the technician’s recommendations and attempted to release the customer without performing the recommended services. This is a critical oversight. Not only does it result in lost revenue for the shop, but it ultimately undermines the trust in the institution that the technician was diligently building.
Witnessing auto-declined repair orders after a technician has performed a spectacular video and recommended several hundred dollars in service should warrant evaluating the Video MPI delivery process.
- Are Service Advisors appropriately following up with customers?
- Are customers viewing the videos and making an informed decision?
- Has the Service Advisor viewed the video themselves?
Train Service Advisors to confidently ask for the sale. If the technician has already outlined the necessary repairs and created an estimate for the cost of these services, there is no reason for a Service Advisor to auto-declines to repairs. Such behavior is costing James’s shop thousands of dollars monthly.
Ensuring System Accountability
This underscores the need for accountability throughout the entire system. If the technician performs the Video MPI and identifies necessary services, other Fixed Ops personnel must ensure those jobs are approved. That is their primary responsibility. We have even documented instances where a Service Advisor mistakenly informed a customer that their vehicle was ‘all set,’ only to be corrected by the customer who had seen the ruined state of their tires in high-definition video. This directly contradicts the overall goal of a cohesive Video MPI and service follow-up process.
Tailoring Your Approach
There are numerous tips, tricks, and strategic options when it comes to implementing Video MPIs. Some are purely service-oriented, while others involve a seamless hand-off to the sales team when a repair estimate approximates a substantial down payment on a new vehicle. These can be used to instill your brand values in customers and foster satisfaction with their vehicle purchase from your dealership.
All brands possess their unique characteristics, compelling selling points, and reasons for purchase. Understanding this, in conjunction with proper video training, is key to successful service video conversion. Alignment with overall brand values is a crucial component of success.
Struggling with accountability & follow-up? Let’s discuss your strategy.
Conclusion
Video MPIs are more than just an emerging trend. They could be one of the long-term catalysts that create an unparalleled level of trust between businesses and customers in the automotive space. Properly executed videos achieve numerous objectives, from increasing the likelihood of a sale to fostering a genuine connection between the customer and the technician servicing their vehicle.
It puts a name, a voice, and a face to a process that has, for the past 120+ years, largely operated in the shadows. In so doing, it elevates the companies that execute it well far above those that do not.
How can you improve your Video MPIs, optimize the follow-up process, and enhance all dealership communications with both active and potential customers? Surfwrench Digital.
We are here to help transform your dealership in the digital age, providing the best tactics, training, and expertise to increase your profitability utilizing all available digital tools.
