Service & Parts Pathway
Session 2
Monday, Dec. 7, 3:00 -4:30 pm
Protect the Value of Service Diagnostics in the AI Era
With Coralee Zueff
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Today’s customers often arrive with answers from AI tools like ChatGPT before they ever contact your dealership. While AI can provide information, it cannot replace the experience, tools, training, and process required to properly diagnose a real problem. When customers don’t understand that difference, service advisors struggle to explain diagnostic value. The result is dealerships giving away expertise for free, frustrated technicians, reduced profitability, and lower retention.
Attendees learn practical ways to explain the complexity and importance of diagnostics in language customers understand and trust. Through real-world scenarios, participants will refine customer-facing language and develop responses that protect technician value, customer relationships, and dealership profitability. In the AI era, protecting diagnostics is a new fundamental every service department must master.
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By the end of this session, participants will be able to:
Explain how undervaluing diagnostics impacts revenue, technician retention, and customer trust.
Confidently communicate diagnostic value and charges to today’s AI-informed customers.
Use clear advisor talking points that reinforce expertise, service quality, and dealership value.
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Coralee’s passion for boating began early, working at a gas dock and gaining hands-on experience with boats and customers & growing up in a family deeply connected to the marine industry. She spent over a decade leading a successful shop on Vancouver Island. Coralee is passionate about helping people understand systems, repairs, & maintenance, empowering customers and service teams. She is recognized for her leadership, explanations of technical data, and commitment to exceptional service.
