You just got a ping that a customer booked online. Great. However, the booking alone isn’t revenue. What happens next determines whether you create a low-value RO… or a high-value, trust-building service experience.
TL;DR
Digital appointments are not walk-ins. Therefore, you must prepare early, use the booking data, guide the walk-around, structure your MPI, present clearly, and follow up. Do that, and you’ll raise RO value, trust, and retention.
1. Pre-Appointment Prep: Your Edge
First, a digital booking gives you two big advantages: intent and data. So, use both.
Quick checklist:
- Review service history and past declines.
- Prep your MPI from the booking notes.
- Call or text before the visit.
Word-track:
“Thanks for booking. Before you come in, what do you mainly use your vehicle for?”
This builds context and trust fast.
Then, set expectations:
“We’ll inspect, show you what’s immediate, and outline what to plan for.”
As a result, the visit becomes proactive, not chaotic. You become an advisor, not an order-taker.
2. The Walk-Around for Digital Customers
Next, when they arrive, shift them from “routine visit” to “vehicle care partner.”
Word-track:
“You’re just past 90k miles. Vehicles don’t stay trouble-free by accident. Let’s walk the car so you leave confident, not surprised later.”
Key actions:
- Point out wear or overdue items.
- Tie findings to their usage.
- Reinforce protection:
“I’m looking now so we don’t steal your weekend later.”
Suddenly, you move from transactional to collaborative.
3. Structure the MPI + T/O
After the walk-around, then transition into the MPI with clarity. Use:
- Related
- Immediate
- Maintenance
Word-track:
“Since you booked the 90k service, here’s the related work. While inspecting, I found one item to handle now, and a few for long-term care based on how long you plan to keep it.”
Consequently, you guide the decision instead of “selling.”
4. Upsell Without the Upsell Feel
Now that trust is built, you can transition smoothly to options.
- Offer packages.
- Frame them as protection.
- Use simple, assumptive wording:
“I’ll show the package side-by-side so you can pick what fits best.”
This way, the conversation becomes smart ownership, not pressure.
5. Post-Service Follow-Up
After the visit, don’t stop. Digital customers need relationship-building.
24–48-hour call:
“Just checking in. Everything running as expected? Also, here’s a reminder of the items we flagged so you can plan ahead.”
This reinforces confidence and naturally sets up the next visit.
6. Track the Right KPIs
Finally, improvement comes from tracking:
- Digital RO value vs. walk-ins
- Upsell % on online bookings
- Follow-up conversion
- Time per RO
Even a small bump, just $50–$75 per digital RO, adds over $1,000 a week in gross.
Final Thought
Digital bookings win the customer’s click. But, how you activate the opportunity wins their loyalty. Ultimately, you’re not taking appointments, you’re building vehicle care partnerships.
Treat every digital booking like a VIP walk-in, and the results will follow.
– John Fairchild