MODULE V: PENSKE WHY – WHY CONNECT TO SERVE
Customer Service – Customer Challenges
Exercise: Fire a Business
Think of a business you fired (no longer do business with), a restaurant, cleaners, clothing store; etc.
You have one of three choices for firing them (not using them anymore), which of the reasons do you choose.
1) Price
2) Quality
3) How they treated you?
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
__________________________________________________________________________________________
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10 Most Common Customer Complaints
#10 Pushy Sales People
#9 Faulty Products or Services
#8 Being Put on Hold, Unprofessionally
#7 Rude and Un‐empowered Workers
#6 Feeling They Have Lost Control
#5 Unqualified or Untrained Workers
#4 Promises Not Kept
#3 Missed Deadlines
#2 Not Having Information They Need
#1 Not Being Treated Fairly
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MODULE V: PENSKE WHY – WHY CONNECT TO SERVE
Customer Service – Customer Needs
Customer Resolution Model: A.C.T. on W.I.N. to Connect Serve
A.C.T. on W.I.N.
Acknowledge the customer’s concern – Actively listen to your customer’s concern and acknowledge their
feelings and let them know you appreciate their feelings and are willing to do all you can to resolve their issue.
Example: “Mr/Ms – Your feelings are valued and I am here to help you resolve (state the issue) as timely and
efficiently as possible.”
Confirm by restating their concern – Restate what the customer has said to you so they are clear you are
listening. Use your behavioral styles model to speak their language.
Example: “To make sure I fully understand your concern, you want us to…” (State their request…i.e.;
service/purchase)
Take Action – Tell the customer what your steps are and when they can expect a resolution. (Under promise
so you can over deliver.) Again, make sure you are listening for their buzz words and communicating your
action steps in their style.
Example: “I need to first gather some information (document) and then I will…” (What next step can you take
directly to get them to their desired result?)
What’s Important Now – Focus on giving your immediate attention to what is important to the customer.
Keep in mind you will accomplish much more by ‘Unitasking’(focusing on accomplishing the present request,
challenge or desire) rather than multitasking.
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MODULE V: PENSKE WHY – WHY CONNECT TO SERVE
Exercise: Accountability Partner
Who is your Accountability Partner (AP)? ________________________________________________________
AP’s Email: ________________________________________________________________________________
AP’s Phone #: ( ) __________________________
Preferred form of communication: Phone call _______ Text ________ Email _______ Face‐to‐face __________
When will you communicate: Day _________________ Time ____________ Frequency ___________________
How can you support them in their personal improvement? _________________________________________
__________________________________________________________________________________________
What do you want to accomplish/learn on your job within the next 6 months? __________________________
How can your AP support you in achieving success? _______________________________________________
__________________________________________________________________________________________
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GLOSSARY
Glossary of Terms A – C
ACTIVE DELIVERY The process of our service consultants explaining to each service customer the work
performed and associated charges and ensuring the customer is completely satisfied with
what we have done. We also thank the customer for their business.
BCA Acronym for “Borrowed Car Agreement”; a legal form stating the customer who borrows a
vehicle from our dealerships is responsible for the vehicle he or she is borrowing, and must
return it at the promised time.
“BE BACK” A term used to describe a prospective purchaser who has looked at vehicles at our
dealerships and not yet decided on a particular unit to purchase or lease ‐ but has promised
to “be back” to complete the process and sign the paperwork.
ACV The acronym for Actual Cash Value. Defines what a trade‐in vehicle is worth in actual value.
BILLED DEAL A new or used vehicle purchase or lease which has been completed, finalized, and filed by
the Business Office.
BUSINESS LEASE Often called a “Commercial” lease, this vehicle lease agreement relates to leasing a new or
used vehicle for a commercial business. As a general rule, at least 50% of the vehicle’s use
must be for business, not including miles driven to and from work, unless it is a second job.
CFD “Clean For Delivery” designation put on a service RO when a vehicle is sold and needs to be
given one final cleaning prior to delivery.
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GLOSSARY
Glossary of Terms Cl – Cu
CLOSED END A lease agreement in which the lessee is not responsible for the market value of the vehicle
LEASE at the end of the lease period. The lessee is liable for any excess mileage, excess wear and
tear, or damage to the vehicle. This type of lease is also called a “guaranteed trade‐in”,
“net lease” or “walk away lease.” All leases we offer are closed end.
CONSULTANT We use the term sales consultant and service consultant to highlight the fact that our
consultants focus on satisfying customer needs and wants and building long term
relationships with our customers.
CONSUMER Also known as a “Personal” lease, this type of lease agreement covers vehicles primarily
LEASE used for personal, family, or household purposes.
CONTROLLER The head of Business Administration within each dealership group, who also functions as
the senior Business Manager for that group, and reports to the Chief Financial Officer.
CORPORATE To achieve our vision and accomplish our mission, each year corporate goals (and
GOALS corresponding objectives) are established.
CORPORATE Corporate Values include: “Integrity”, “Honesty”, “Professionalism” and Accountability”.
VALUES
Customer Retention and Marketing ‐ This is done primarily through an automated system
CRM called Dealer Socket which tracks customer information allowing us to market to our
current customer base.
CT
Counter ticket. Used to list and price parts and service rendered at dealerships.
CUSTOMER Also known as “CSI”. An index based on surveys completed by customers, who register
SATISFACTION their degree of satisfaction with our sales and service processes. CSI reflects how well we
INDEX do our job of satisfying the customer. Each dealership gets an overall monthly CSI score.
All sales and service consultants get an individual CSI score monthly.
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GLOSSARY
Glossary of Terms D – E
DEMONSTRATION Also called Demonstration Ride or “Demo” or “test drive.” The customer and sales
consultant ride in the vehicle of choice for approximately 20‐30 minutes. The sales
consultant demonstrates features of the vehicle and explains the benefits of those
features to the customer. The customer is also allowed to drive the vehicle.
“DESKING A Refers to the process of having a manager supervise and approve the various component
DEAL” parts of an agreement to purchase a new or used vehicle as they are being discussed
between customers and sales consultants.
DETAIL A complete “in‐depth” cleanup of an automobile – interior and exterior – when it arrives
from the factory or in trade from a customer. The detail prepares the vehicle for display or
delivery to a customer.
DMS Dealership Management System see Reynolds and Reynolds.
DOC
Daily Operating Control report, which collects operating numbers for each dealership and
department.
DOCUMENTION The fees charged customers on the sale of new and used vehicles which cover the costs of
FEES/DOC FEES obtaining their titles, registrations and license plates, and all other paperwork associated
with the purchase.
EARLY A lease termination where the lessee voluntarily ends a lease before its scheduled
TERMINATION termination date.
EXCESS MILEAGE The mileage driven by a lessee that exceeds normal residual mileage used in the
CHARGE calculation of a lease payment on the closed‐end lease, for which an extra charge must be
levied (because the vehicle has accumulated more miles on it than projected).
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GLOSSARY
Glossary of Terms F – J
F & I The abbreviation for the Finance and Insurance Department located in each dealership. F&I
is responsible for establishing financial contracts with customers who purchase or lease a
vehicle. F&I also sell after‐market products such as warranties, Gap insurance, and paint &
leather.
FINANCE Our dealerships do not directly finance vehicles for customers. Each dealership works with
COMPANY banks and finance companies to assist customers in obtaining financing for their new or
used vehicle purchase.
GUARANTEED A contract which eliminates or reduces the monetary liability between actual cash value of
AUTOMOBILE the vehicle and the payoff amount on a retail contract or lease, when the vehicle is deemed
PROTECTION to be a total loss (following an accident) or as a result of having been stolen and destroyed.
(GAP) “LOSS
WAIVER”
HRIS Human Resources Information System
INTERNAL A form that gives authorization for internal service work to be done.
AUTHORIZATION
INTERNAL The proper form used by ANY business or person engaged in a trade or business who
REVENUE receives more than $10,000 in cash (or cash equivalent banking instruments) in one
SERVICE (IRS) transaction , or two or more related transactions. The penalties for NOT reporting required
FORM 8300 transactions to the IRS include fines of $25,000 to $100,000 per violation, as well as the
possibility the offense may be prosecuted as a felony under federal law.
In the event of ANY question, immediately consult your manager.
IQS Initial Quality Survey. A J.D. Power index that looks at things gone wrong in a new vehicle in
the first 90 days of ownership. This has become a nationally watched rating for vehicle
quality.
JOB The personnel document which describes the duties, responsibilities and essential job
DESCRIPTION functions for each position in the company. Job descriptions can be found in the HR
Document Library on the Intranet at http://web.penskeautomotive.com.
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GLOSSARY
Glossary of Terms L – M
LEASE A contract between a “lessor” (such as a bank or finance institution) and a “lessee”
(customer) for a specified time period and at a specified payment. The title of the vehicle
remains in the name of the lessor – as owner of the asset.
LESSEE The party paying for the use of the vehicle (lease client).
LESSOR The party funding the lease of the vehicle placed in lease service. It can be one or more of
the following: the originating dealer, leasing company or financial institution.
LIEN A legal “hold” placed on a new or used vehicle by a lender, which prevents the owner from
selling or trading the vehicle until the lien is “satisfied,” meaning the financial obligation
has been paid in full.
LOANER A vehicle that is loaned to a customer while their vehicle is being serviced at any of our
dealerships.
MILEAGE Lessee’s estimate of the mileage that will be driven during the term of a lease. If the total
ALLOWANCE number of miles driven during the lease period exceeds the estimated mileage allowance,
the lessee will be charged a penalty per excess mile driven.
MONEY FACTOR Rather than an “interest rate,” leases are figured using a factor provided by the leasing
company. Those factors are expressed in decimal format, such as .0035, to determine
monthly lease service charges.
MIRRORING A sales technique whereby the sales consultant or service consultant attempts to emulate
the customer’s behavior, to put the customer at ease. For example, a customer who is
relaxed, casual and wishing to spend time on review of a vehicle’s features, would be
mirrored by a sales consultant presenting the product in a relaxed and casual manner.
MSRP Manufacturer’s Suggested Retail Price. The “window sticker” on all new vehicles lists the
base price for each model, and shows the price paid for all accessories, plus a total
“suggested” retail price.
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GLOSSARY
Glossary of Terms N – P
NADA National Automobile Dealers Association. A voluntary national association of new car
dealers designed to provide benefit and perspective for automobile dealers.
OJT “On the Job Training.” Training which is provided by supervisory personnel or managers
while the trainee is physically on his or her job, learning as he or she performs functions
and duties.
ONE‐PAY This permits the buyer to pay one payment for the vehicle, or prepay all monthly lease
CONTRACT or payments in one single payment.
ONE‐PAY LEASE
ONE PRICE STORE Some dealerships are “one price” stores, meaning the most competitive price possible is
clearly listed on each new and used vehicle in stock, with the discount already taken off the
selling price.
OSHA Occupational Safety and Health Administration. A Federal government administration that
creates and enforces safety rules in the workplace.
PARTS The individual who supplies parts for technicians and for retail and wholesale customers.
COUNTERPERSON
PARTS The department which sells automotive parts to the public (i.e. retail and wholesale
DEPARTMENT customers) and provides parts for our service customers.
PARTS MANAGER The manager responsible for the inventory of the parts department, distribution of parts to
technicians, and supervising parts department employees.
PDI Pre‐Delivery inspection (sometimes called “perfect delivery inspection). Each new vehicle
must be inspected for blemishes and scratches, mats, owner manuals, codes, and then
PERSONNEL prepared for customer delivery.
RECORDS
The business office keeps records regarding your home address, telephone number, marital
status, dependents, the person to notify in case of emergency, and other pertinent
information regarding you and your employment. You are required to keep this information
current and correct by reporting any changes to the Payroll Representative.
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GLOSSARY
Glossary of Terms P – S
P.O.I Proof of income [pay stubs, tax returns, etc.].
P.O.R Proof of residence [mortgage payment, phone bill, utility bill, etc.].
PROSPECT A potential customer who has not yet purchased a new or used vehicle. (“Prospecting”
occurs when sales consultants attempt to discover new prospects.)
PURCHASE Also known as a “PO.” A centralized control system that issues an authorization to
ORDER employees to purchase products or services from vendors for business use.
REPAIR ORDER Also known as an “RO.” A document that provides a written list of items requiring attention
when a vehicle is brought in to the service department. This document also lists which
technician performed the work required, what the cost of the repair was, and how the bill
was paid (i.e. by warranty claim or customer pay).
RESIDUAL VALUE The estimated value of a leased vehicle at the end of the lease term.
REYNOLDS AND The dealership system used for tracking repair orders, parts sales, and vehicle sales.
REYNOLDS
SECURITY An amount that is usually the monthly lease payment rounded up to the next $50 which is
DEPOSIT collected by the lessor at the inception of the lease. The security deposit is usually
refundable at lease end.
SERVICE Also known as Service Advisor. Service Department representative who writes the
CONSULTANT customer’s complaints on an R.O. (Repair Order), monitors progress on the vehicle, and
remains the customer’s primary point of contact until the service work has been completed.
SERVICE The person who meets and greets service customers and directs them to the appropriate or
GREETER available service consultant.
SERVICE The individual who supervises the delivery of quality service to customers and monitors the
MANAGER progress of the flow of work for technicians and service consultants.
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GLOSSARY
Glossary of Terms S – T
SERVICE The person who sets up appointments for service consultants and typically calls customers
RECEPTIONIST after service has been performed to verify the quality of the repair.
SHAREHOLDER The value we add to the worth of company stock by improving same store performance,
VALUE exceeding customer satisfaction index targets, increasing revenues, and continually
improving our processes.
SPECIAL [Also known as Discount or Secondary Financing] Financing for customers with lower credit
FINANCE scores.
SSI Sales Satisfaction Index. A J.D. Power index that measures the buyer’s experience with the
sales and delivery process. Like CSI (Customer Service Index), SSI provides an overall picture
of how well we meet and exceed our customers’ requirements for service.
TDN The “Dealer Network” computer system supporting parts and service departments at Lexus
TECHNICIAN and Toyota dealerships.
T/O The person who repairs the customer’s vehicle and makes suggestions for additional needed
repairs. The technician’s recommendations are then presented to the customer by the
TRUTH IN service consultant.
LEASING
A term used in sales to describe “turning over” of a customer to a manager by a sales
consultant for assistance in overcoming the customer’s objections or helping to close the
sale.
Also known as the “Consumer Leasing Act of 1976”. This Act contains a series of rules
enacted into Law by Congress, designed to protect consumers against inadequate and
misleading leasing information.
A similar series of “Truth in Lending” laws govern disclosure of such items as the “annual
percentage rate” or APR charged on a consumer purchase contract.
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GLOSSARY
Glossary of Terms U – W
“UP” An “UP” is any prospective customer who has just entered the dealership new or used
vehicle lot, entered the showroom, or been greeted by either a sales consultant or sales
assistant.
UPSELLING When a service consultant sells additional parts or services to our customers based on his
observations and recommendations.
UPSIDE DOWN A phrase used when a customer owes more money on their potential trade than the actual
cash value appraisal of that trade.
VALET SERVICE The exterior wash and interior cleanup of a customer‐owned vehicle that has been serviced
at any dealership. The valet service is free to customers.
WALKAROUND In sales, the detailed vehicle presentation that the sales consultant makes to explain the
features and benefits of the vehicle.
In service, the walk around is performed by the service consultant to identify any scratches
or dents in the customer’s vehicle and to determine opportunities to recommend
additional service work.
WARRANTY The person who makes sure vehicle repairs are properly covered by warranties and that
ADMINISTRATOR warranty claims are submitted so that the company gets paid.
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POST‐PROGRAM EVALUATION FORM
POST‐PROGRAM EVALUATION FORM
Instructions. Thinking about the course you just completed, please indicate to what degree you agree with each
statement using this rating scale:
0 1 2 3 4 5 6 7 8 9 10
Strongly Disagree Strongly
Agree
Please provide comments along with your rating to help us improve this course in the future.
Strongly Strongly
Disagree Agree
0 1 2 3 4 5 6 7 8 9 10
The class environment helped me to learn.
0 1 2 3 4 5 6 7 8 9 10
There were no major distractions that interfered with my learning.
0 1 2 3 4 5 6 7 8 9 10
I was engaged with what was going on during the program.
0 1 2 3 4 5 6 7 8 9 10
The activities and exercises aided in my learning
0 1 2 3 4 5 6 7 8 9 10
I was given adequate opportunity to practice what I was learning.
0 1 2 3 4 5 6 7 8 9 10
I will be able to use what I learned immediately.
0 1 2 3 4 5 6 7 8 9 10
The program material will contribute to my future success.
0 1 2 3 4 5 6 7 8 9 10
I would recommend this program to my co‐workers.
Write down 2 – 3 things you learned that you will you be able to apply to your work?
What assistance or resources will you need to apply what you learned to your work successfully?
What outcomes are you hoping to achieve as a result of your efforts?
What other feedback would you like to share?
Comments:
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