With women accounting for more than two-thirds of all dealership service visits, Women-Drivers.com notes that it’s wise for dealers to address the specific needs of these customers.   

The company, which captures dealer reviews from women about their dealership experience, has released its mid-year report on the top auto brands for service, with scores measured in WSI, or Women Satisfaction Index, on a scale of 5.0 (Excellent) to 1.0 (Poor).

“NADA just released its 2013 data report, sharing that this portion of the business is flat with last year and that it is the highest margin area for a dealership,” said Women-Drivers president Anne Fleming. “The ability to increase sales and the loyalist base remains both precarious and opportunistic in the service lane.

Fleming says the service department is “the place in the dealership for the best listeners. The service advisers need to be able to hear what women are concerned about and saying, and also be interested in what they aren’t saying.

“Congratulations to these brands as they are putting value where it really matters — customer retention equates to real trust and excellent communication,” she said.

Listed below are the top car brands with the highest Servicing WSI scores at new dealerships. The average score for all brands was 4.12.

1. Mercedes-Benz: 4.74

2. BMW: 4.63

3. Honda: 4.50

4. Lexus: 4.47

5. Buick: 4.25 and GMC: 4.25

6. Toyota: 4.21

7. Subaru 4.20

8. Dodge 4.19

9. Jeep 4.14

10. Chrysler: 4.09 

11. Nissan: 4.03 

12. Chevrolet: 3.92 

13. Volkswagen: 3.89 

14. Hyundai: 3.80

Renee Higgins, Director of E-Commerce at Davis-Moore Auto Group in Wichita, Kansas adds  “The service aisle is a prime location for us to build trust with our female customers and assure then we are here to help them solve their automotive problems – not take advantage of them, as is the unfortunate stereotype. At Davis-Moore dealerships, our service advisors and technicians are specifically coached on best communication with female customers to both clearly communicate and diagnose their vehicles, but also to build a long term, honest and open relationship.”

In other highlights of the Women-Drivers.com report, the company noted that:

•    43 percent of women were dissatisfied with their last experience, up from 41 percent last year

• 36 percent didn’t like the way the service adviser spoke to her or the way she was treated, up from 34 percent
• 34 percent said their problem wasn’t resolved to their satisfaction, up from 33 percent
• 20 percent thought the dealership was lacking in concierge services, an improvement of 3 percent over last year
• 21 percent said the dealership’s hours weren’t convenient
• 60 percent of women received follow-up communication from the dealership, down from 66 percent last year.

The report also showed that 53 percent of the women reviewers have their vehicle serviced where they originally purchased, while 22 percent use another dealership. Of these two groups, 74 percent plan to use their dealership in the future.

Finally the most-requested concierge service on the women’s list was courtesy vehicles, so they can drive home while their vehicle is in the shop overnight or for an extended stay.