It usually starts with something small. A dash light, an oil reminder, or the familiar “I should probably get that checked” moment between errands. But what happens next quietly shapes something much bigger than a repair order. It guides where that customer will go next time, and the time after that.
The service drive is no longer just where cars return. It is where customers decide whether they will.
The latest CDK Service Shopper Study offers a timely look into how today’s service customers think, behave, and choose where to return. Based on thousands of real customer responses, the study highlights what is changing, what is holding steady, and where new opportunities are emerging for service departments that are paying attention.
Here are a few of the standout takeaways from the study, and what they could mean for your store right now.
Loyalty Is Strong. Gen Z Loyalty Is Even Stronger
76% of service customers return to the dealership where they bought their vehicle. But the most eye-opening number comes from Gen Z. 94% of Gen Z buyers are returning to the originating dealership for service.
The opportunity here is simple and powerful. The earlier a dealership builds a positive service relationship with younger buyers, the longer the runway for lifetime value. These customers are not just coming back for oil changes. They are building expectations about trust, consistency, convenience, and experience that will guide their future buying decisions as well.
Online Reviews Still Matter. Just Not as Much as They Used To
The importance of online reviews among service customers dropped from 58% to 49%. Reviews still matter, but they are no longer carrying the same weight they once did.
That shift points to something important. Customers are leaning more heavily on their own experiences. Word of mouth, consistency, and how they are treated at the counter now carry more influence than a star rating alone.
For service departments, that is encouraging. Every interaction matter, and every positive appointment has the potential to outweigh online opinions.
The Phone Is Still King. But Patience Is Wearing Thin
61% of customers still book their service appointments by phone. Even with online scheduling tools expanding, the phone remains the primary gateway into the service drive.
The challenge is the friction customers feel when trying to book an appointment. Their top complaint? Getting put on hold.
This is less about technology and more about capacity and process. Customers are telling that they are willing to call. They just do not want to wait. Faster answer times, better routing, or even clear callbacks can remove unnecessary frustration from one of the most frequent customer touchpoints.
Small improvements here can have an outsized impact on satisfaction and retention.
Mobile Service Is No Longer a “Nice to Have”
40% of customers say they would pay more to have a technician come to them. 27% would pay up to 10% extra.
Mobile service is shifting from a convenience feature into a revenue opportunity. It also speaks to how customers are weighing time versus money. For a growing segment, convenience wins.
For service departments, this opens the door to new pricing strategies, expanded coverage areas, and stronger loyalty among customers who value flexibility above all else.
Customers Are Not Rushing Out. They Are Settling In
More than half of service customers stay onsite while their vehicle is being serviced. Speed matters, but it is not the top driver of satisfaction.
What customers value most is the experience while they wait. Comfortable seating, snacks, workstations, and nearby food options all make a big difference. When dealerships deliver that level of care, the lounge becomes more than a waiting area. It turns into a strategic touchpoint, one that reflects the brand, signals professionalism, and shows respect for the customer’s time and lifestyle.
With that in place, the service visit feels less like an interruption and more like a pause that can still be productive or comfortable.
What All of This Points To
Taken together, these insights paint a clear picture. Customers are loyal when they feel valued. They are willing to pay more for convenience. They still prefer human connection over automation. In addition, their perception of the dealership is shaped just as much by the waiting room and phone experience as by the repair itself.
The service drive is no longer operating quietly in the background of the dealership. It is one of the most influential parts of the customer’s journey. The best part is that none of those opportunities require a full overhaul. Many of them start with small, intentional adjustments to experience, access, and communication.
With decades of experience serving dealerships across the PNW and beyond, our team brings insights that translate directly into stronger efficiency, better processes, and more profitable service operations. Let’s connect to explore how your service department could turn these trends into meaningful results.