5 Ways to Make Your Service Department a Favorite with Women

I’ve spent my entire life in the car business, so when I walk into a service department, I notice things most people don’t. My eyes go straight to how the staff greets customers, how they talk to each other, and the small moments that make the process either seamless or maddening.

I don’t see the service lane like the average female customer would - my perspective is shaped by years of living and breathing this industry. But I’ve been around long enough to know how frustrating the experience can be, especially for women. I’ve listened to the stories. I’ve stood off to the side and watched the subtle shift in body language when a woman steps up to the counter. Too often, the visit feels like an errand to be endured rather than a service to be valued.

If you’re a woman, you may have felt this yourself.

And if you’re a man, understanding that feeling isn’t just good manners, it’s good business. Because empathy is more than a nice-to-have in customer service. It’s the thing that makes people want to come back, and it’s the one competitive advantage no one can duplicate.

Why women dislike service departments = Failure to meet their needs

According to the National Institute for Automotive Service Excellence, women make up 65% to 80% of all service customers. That means your service department’s revenue is directly tied to how well you meet the needs of female customers.

We don’t need to unpack every reason why many women find service visits frustrating; there are plenty, and each could be its own post. But let’s focus on the solution: How can your dealership, or any auto repair facility, build trust, foster genuine rapport, and create lasting relationships with female customers?

Let’s start with this timeless principle from Carl Sewell, car dealer icon and my personal hero:

“Treat every customer as if they are a guest in your home.”

In automotive retail, the service department is the heartbeat of long-term customer satisfaction and loyalty. If customers don’t feel welcome the moment they walk in - if your restrooms aren’t clean, for example - you’ve already lost the battle.

I’ve seen just how influential women have become, not just in the car buying process, but especially in the after-sales experience. Attracting and retaining female customers requires more than just good service. It calls for a thoughtful, multi-channel approach that includes social media, email campaigns, digital advertising, community events, and a well-run loyalty program.

Meeting expectations isn't enough anymore. The goal is to exceed them.

Here is a comprehensive 5-step strategy to welcome female customers into the service department.

1. Social Media: Building Trust and Driving Transparency

Social media isn't just for marketing, it's a strategic tool to connect with female customers in ways that build trust, reduce anxiety, and reinforce the values of your service department.

Showcase Your Team

Introduce your service staff through regular posts. Highlight their expertise, certifications, and personal commitment to customer care. Humanizing your team helps female customers feel more comfortable and confident when bringing in their vehicles.

Educate and Empower

Share practical tips on vehicle maintenance, common warning signs, and the importance of routine checkups. Content that helps customers avoid unnecessary trips to the service department - like DIY checks or seasonal maintenance reminders - can actually increase trust. Don’t forget to include cost-saving advice. When customers feel empowered, they’re more likely to return on their terms.

Communicate in Real Time

Use your platforms to provide timely updates: wait times, service specials, new offerings, or even weather-related schedule changes. Real-time transparency reinforces your credibility and makes customers feel informed - not ignored.

2. Email Marketing: Strengthening the Relationship with Personalized Outreach

Email remains one of the most effective ways to connect directly with female customers, when done right. Personalized, relevant communication can enhance trust, encourage repeat visits, and drive loyalty.

Timely, Personalized Service Reminders

Use your CRM to send maintenance reminders based on each customer's service history and mileage. A message tailored to her car and her schedule feels thoughtful, not generic, and increases the likelihood of booking.

Exclusive Offers That Add Value

Reward your email subscribers with limited-time service or parts discounts. Position these as VIP benefits, which creates a sense of exclusivity while encouraging return visits to your service lane.

Feedback That Fuels Improvement

After each service visit, follow up with a short, respectful survey. This not only shows that you care about her experience, it also provides valuable insight to refine your operations. A simple “We’d love your feedback” message can go a long way in showing you’re listening.

3. Digital Advertising: Reaching Women with Relevant, Trust-Building Messages

Targeted Campaigns that Speak to Real Needs

Leverage your customer data to create ads tailored to the concerns and preferences of female customers. Focus on safety-related services (like brake checks or tire inspections), family-oriented offerings, or even comfort upgrades in your waiting area. And while we're on that—make sure your waiting area reflects the same care you’d show a guest in your home: clean, clutter-free, and comfortable.

Smart Retargeting for Higher Conversions

Use retargeting ads to reach website visitors who checked out your service page but didn’t schedule an appointment. Remind them of convenient options like online booking, early drop-off, or complimentary shuttle service. Make it easy for them to say yes.

Use Testimonials to Build Credibility

Incorporate reviews and testimonials from satisfied female customers into your ad creative. Real voices and authentic stories create emotional connection and demonstrate that your service department delivers on its promises.

4. Events: Creating Connection Through Education and Experience

Educational Workshops That Empower

Offer complimentary car care clinics focused on maintenance basics, safety tips, and seasonal prep. While these sessions are designed with women in mind, there’s no need to overtly label them as such, simply segment your email list and promote accordingly. The goal is to demystify service and empower attendees with practical knowledge.

Service Department Tours That Build Trust

During the event, provide guided tours of the service department. Introduce attendees to your technicians and advisors, and explain the work that goes on behind the scenes. Walking through service bays can feel intimidating and having a friendly, knowledgeable guide can ease that discomfort and foster trust.

Family-Friendly Events That Create Comfort

Host casual, inclusive events like Saturday BBQs or seasonal celebrations that spotlight the convenience and hospitality of your dealership. Use the opportunity to show off your clean, comfortable waiting area and highlight family-friendly amenities. Pro tip: Encourage your employees to mingle during the event. It’s a great way to strengthen customer relationships and personalize the experience.

5. Loyalty Program: Turning Great Service into Repeat Business

Loyalty programs work, and not just from a customer satisfaction standpoint. As someone who loves them personally and professionally, I know they can be a powerful revenue generator for the service department.

Points-Based Rewards

Create a system where customers earn points with every service visit. Points can be redeemed for discounts, free services, or branded merchandise (pro tip: dealership hats are always a hit). It’s a simple way to say thank you and to keep them coming back.

Priority Perks

Offer loyalty members added convenience, like priority booking or shorter wait times. These small touches can make a big difference, especially for busy female customers who value efficiency.

Early Access & Exclusive Updates

Make your loyalty program feel VIP-worthy. Give members first access to new services, special events, and educational content. When customers feel appreciated, they’re far more likely to stay loyal.

Want to Earn a Woman’s Trust? Step Up Your Game.

Trust isn’t something you can wrestle out of a customer. You can’t push it across the counter like a repair estimate. It’s earned patiently by offering clear, honest information and treating every person who walks in as if they matter. When it comes to explaining a needed service, the goal isn’t to sell harder; it’s to teach. People can tell the difference between an explanation and a pitch, and they’ll remember which one you gave them.

Winning and keeping female customers takes a little more thought and a lot more consistency. They have expectations and when you meet them, they’ll remember. When you don’t, they’ll remember that too, and they’ll be more than happy to tell their friends why they’ve taken their business elsewhere.

The good news? You have plenty of tools to make the right impression. Social media can build trust before a customer even walks through the door. Email can make her feel like she’s not just another line item in your database. Digital ads can put your name in front of the right eyes. Events can create real connections. And loyalty programs can remind her you appreciate the repeat business.

Do it right, and you don’t just have customers, you have advocates. The kind who come back again and again, and who tell everyone they know that you’re the only place they’d trust with their car.