Customer retention in the dealership service department is about more than just numbers—it's about treating every customer as if they're family and earning their repeat and referral business. In this episode, Tully Williams, Fixed Operations Director at the Niello Company, emphasizes the importance of measuring retention consistently and realistically, sharing his unique insights on why customer-focused recommendations and competitive pricing strategies (especially with tires, brakes, batteries, and maintenance) directly impact dealership loyalty and profitability.

Tully also discusses practical steps dealerships can take to improve retention, such as refining tire sale processes, implementing targeted BDC outreach, and maintaining healthy advisor-to-technician ratios. From operational adjustments to building trust through transparent customer communications, Tully reveals how dealerships can successfully navigate critical defection points and transform everyday interactions into long-term customer relationships.

What we discuss in the episode:

• How to measure customer retention realistically (and why it matters)


• Why tires are a critical driver of long-term dealership loyalty


• The power of human outreach vs. automated messaging in retention strategies


• How technician-to-advisor ratios directly impact your retention and CSI


• Why selling recommendations you'd give your family boosts customer trust

Resources from this episode:

• Niello

Social Media:

• Connect with Tully via LinkedIn


• Connect with Bill on LinkedIn


• Follow Roadmap Retention on LinkedIn


• Connect with Tully via Email