Q&A with Casey Lewis: Automotive customer service

From missed calls to rising customer expectations, automotive businesses are under increasing pressure to deliver fast, consistent and high-quality service. We explore how dealerships can improve customer experience, protect revenue and capture every opportunity.

Automotive customer service is no longer just about answering enquiries. It is about protecting revenue, reducing missed opportunities and creating a consistent experience from first contact through to aftersales support.

For dealerships and automotive businesses, every unanswered call could mean a lost test drive, missed service booking or a customer choosing a competitor. How those moments are handled matters more than ever.

Q: What do we mean by automotive customer service?

When I talk about automotive customer service, I’m really talking about every interaction a customer has with a dealership, from that very first enquiry right through to aftersales support.

That could be a call about a vehicle, booking a service or even a quick online question.

In automotive, those moments carry real weight. Customers are often making significant financial decisions, so how you show up, especially early on, can shape whether they choose you or a competitor.

Q: Why are missed calls such a big issue for dealerships?

Because they’re often missed opportunities.

A large proportion of calls coming into dealerships are from customers ready to take the next step. They might want to book a test drive, check availability or arrange a service.

If they can’t get through quickly, they won’t wait. They’ll simply try somewhere else. That’s why missed calls aren’t just a service issue, they’re a direct revenue issue.

Insight: The dealership that responds first is often the dealership that wins the enquiry.

Q: How do phone enquiries influence sales and bookings?

They tend to be high intent.

When someone picks up the phone, they’re usually further along in their decision-making. They’re not just browsing, they’re ready to act.

In many cases, the dealership that answers first and handles that conversation well is the one that wins the enquiry. That first interaction plays a crucial role in conversion.

Q: What challenges do automotive teams face with enquiry handling?

The biggest challenge is volume combined with timing.

Dealerships often experience peak call periods, busy service departments and front-of-house teams managing both in-person and phone enquiries at once.

Even with the best intentions, when demand increases, calls can be missed or delayed. That’s where opportunities begin to slip through the net.

Q: How can dealerships improve automotive customer service?

For me, it comes down to consistency.

It’s about making sure every customer receives a prompt, professional response, regardless of when they get in touch.

That means ensuring calls are always answered, having support in place during busy periods and creating a more joined-up experience across phone and digital channels.

Just as importantly, it frees up internal teams to focus on the customers right in front of them.

When reception, sales and workshop teams aren’t pulled away by constant calls, they can give their full attention to on-site visitors. That leads to better conversations, stronger relationships and a more personal experience in the moments that matter most.

In other words, by capturing every enquiry behind the scenes, dealerships can deliver a higher-quality experience both remotely and in person.

Q: What role do telephone answering, live chat and AI support play?

They play a supporting role by filling the gaps.

During peak times or outside of normal working hours, these solutions ensure enquiries are still captured and handled professionally.

They don’t replace the human experience. They enhance it by making sure every customer receives a response, even when internal teams are unavailable.

Q: Why is customer experience becoming a key differentiator in automotive?

Customer expectations have changed.

People now expect fast, seamless communication, regardless of how they choose to get in touch.

The dealerships that respond quickly, communicate clearly and make the process easy are the ones that stand out. Customer experience is no longer just a service function, it’s a competitive advantage.