Volkswagen dealerships topped a recent Pied Piper Management Co. study assessing how effectively U.S. auto dealers handle service appointments, whether booked online or by phone. The analysis demonstrates that efficient scheduling plays a key role in customer loyalty, particularly among owners of vehicles aged three to five years. Volkswagen dealerships were ranked No. 1 in the study, which evaluated performance across both digital and phone-based appointment systems.
The September 14 report examined over 40 metrics across brands, including response speed, appointment availability, and overall customer experience. Volkswagen earned a score of 73 out of 100. Other brands scoring highly (70 or above) were Volvo, Acura, BMW, Mazda, and Nissan, the study said. The lowest scorers were Alfa Romeo (45), Ram (52), Dodge (55), and Genesis (58). Pied Piper, based in Austin, Texas, published its second annual Auto Industry Service Scheduling Effectiveness Study, which included separate measures for online and phone appointments.
Fran O’Hagan, Pied Piper’s founder and CEO, stressed that service scheduling directly influences retention rates. In a Sept. 16 interview, he said, “There is a huge upside” to effective service appointments, as retaining service customers is essential for maintaining sales customers. When discussing the issue with senior executives, he noted that keeping owners of 3-, 4-, or 5-year-old vehicles is the top priority for dealer groups. “That’s what they’re focused on. That’s what makes this measurement so critical,” he added.
Volkswagen’s leadership stems from its scheduling tools, multi-point inspection programs, and emphasis on mobile service options. Fred Emich IV, chairman of the Volkswagen National Dealer Advisory Council, observed that VW customers consistently prioritize maintenance, which helps reduce customer turnover. “Most VW dealers are pretty active in fixed ops,” he said in a call. Emich, who manages Denver-based Emich Automotive with four dealerships, including two Volkswagen locations, also highlighted that Volkswagen owners tend to afford service costs and maintain their vehicles well. The brand’s push for visual multi-point inspection (MPI) tools and mobile service programs further supports its scheduling success.
While dealerships outperformed independent service centers overall, some independent brands, including Midas, Pep Boys, Firestone, and Meineke, exceeded dealers in phone-based scheduling efficiency. Independent shops averaged 38 seconds to connect customers with advisors, compared to 66 seconds at dealerships. They also offered shorter wait times for appointments, with an average delay of 1.3 days versus 2.9 days at dealerships. Despite these advantages, Volkswagen dealerships led in phone performance, scoring 69 out of 100 and converting 91% of calls into scheduled appointments, a key factor in its top ranking.
