Dealers Exploring Merger of Kiosk Technology and Mobile Services to Generate Additional Income Streams
LaFontaine Automotive Group, Michigan's largest family-owned dealership collection, has taken a significant step forward in the automotive industry by combining kiosk technology with mobile service. This innovative collaboration, involving Volkswagen Group of America and technology provider Reynolds and Reynolds, is set to redefine the customer experience and streamline service processes.
The first GoMoto kiosk has been installed at the Volkswagen operations complex in Auburn Hills, MI, specifically in the cafeteria area. This marks the first time a GoMoto kiosk has been installed at an office complex. Employees at the VW complex can now use the kiosk to schedule, pay online, and drop their keys for service during the workday, thereby providing the convenience of having their vehicle serviced while at work.
The mobile service truck, used in this collaboration, is equipped with ramps for easier oil changes and carries $3,000 worth of tools. The mobile service, in conjunction with the GoMoto kiosk, allows employees to have their cars serviced in the parking lot without needing to go to the dealership. This service includes maintenance, minor services, and some recall work.
The feedback received for the service has been phenomenal, with customers appreciating the convenience of having their car serviced in the employee parking lot. Among initial users in Auburn Hills, there is 100% customer satisfaction with the service.
Max Muncey, communications director of LaFontaine Automotive Group, commented on the collaboration, stating that LaFontaine's CEO, Ryan LaFontaine, is constantly challenging the group to be what dealerships should be by combining technology with mobile service. The aim is to make vehicle ownership easier and more efficient, meeting customers where they are and delivering the personalized care they deserve.
The benefits of this innovative approach are manifold. Streamlined customer interaction and faster service are achieved through automation, reducing wait times and improving throughput. Enhanced mobile integration allows customers to start processes on their smartphones, providing a seamless omnichannel experience. Reduced operational costs and improved efficiency are achieved through automation, allowing employees to focus on higher-value tasks.
Improved data management and real-time updates are also a result of this collaboration, leading to accurate and up-to-date service and inventory information. Personalized and secure services are offered through biometric authentication and AI-powered interfaces, enhancing customer satisfaction.
However, this digital transformation in dealership operations requires investment in IT infrastructure and training to manage and maintain these systems effectively. Customers increasingly expect convenient, fast, and touchless service options, and dealerships combining kiosks and mobile apps meet these expectations, potentially gaining customer loyalty and competitive advantage.
Integration complexity and ongoing management are also implications of this approach. Deploying integrated kiosk-mobile service solutions requires seamless interoperability with existing CRM, inventory, and transaction systems. Remote management capabilities reduce staffing needs for maintenance but require robust cloud platforms and cybersecurity measures to ensure reliability.
The scalable and modular nature of kiosk solutions allows automotive groups like LaFontaine VW to deploy consistent service technology across multiple sites, standardizing customer experience and operational protocols. VW is planning to extend this collaboration to other corporate facilities within the next year, and several other OEMs are expressing interest in the collaboration.
Shannon Brown, vice president-OEM partnerships at Reynolds and Reynolds, foresees the kiosks being installed at other places of employment, such as hospitals, malls, and corporate offices, further revolutionizing the automotive service industry.
This innovative service collaboration between LaFontaine Automotive Group, Volkswagen Group of America, and technology provider Reynolds and Reynolds extends beyond the automotive industry, potentially being implemented at hospitals, malls, and corporate offices, transforming various sectors by providing convenient, touchless service options through kiosks and mobile apps.
This collaboration also promotes financial efficiency by streamlining service processes, reducing operational costs, and improving employee efficiency through automation and mobile integration, thereby addressing the growing expectations of customers in the realm of finance and business.
