When dealer principal Joe Shaker of Shaker Auto Group started digging into customer feedback, he uncovered a hard truth: even loyal, satisfied customers still felt uncertainty about what was happening behind the service doors. That insight sparked the creation of TruVideo, now one of the most widely used communication platforms in automotive.
In this episode, Joe walks through the journey — the early “aha” moments, the data that changed everything, the role of AI, and how video has redefined transparency in the modern dealership. He and Kaylee break down why doubt persists, how clear communication transforms revenue and retention, and what dealers can do right now to close trust gaps and elevate the customer experience.
If you’re ready to build real transparency, automate stronger processes, and modernize how your parts and service teams communicate, this episode is your roadmap.
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Takeaways
Trust needs real action, not buzzwords.
Video boosts approvals, sales, and confidence.
Use AI to monitor, standardize, and reveal revenue.
Chapters
00:01 – Kaylee Felio introduces Joe Shaker, the story behind TRU Video and why trust matters
02:47 – Joe Shaker shares how customer doubt led to video innovation
04:38 – Video’s explosive adoption: Over 24 million media files a month reaching millions of customers
06:31 – Beyond buzzwords: Why transparency must be actionable
07:32 – The #1 driver of customer experience: Communication quality
09:03 – Rethinking declined repairs—fixing the root cause, not chasing after-sales
10:05 – Data reveals 34% of videos are shared, changing decision-making dynamics
13:08 – Impact of technician narrative: Understanding builds trust
17:03 – Using AI to monitor video content, process compliance, and reveal hidden parts sales
19:16 – The filter story: Showing means selling, unlocking millions in untapped revenue
22:20 – Inspect what you expect—process consistency as the heart of dealership growth
25:06 – Meeting customers with video where they are, future tech innovations in AR and messaging
34:58 – Importance of service records, transparency, and maintaining customer safety
36:14 – How Shaker balances multiple businesses, people, and processes
40:29 – Looking 5-10 years ahead: Glasses, rich messaging, and AI-powered concierge
44:38 – Real-world examples of shop scheduling improvements with messaging agents
47:34 – Final thoughts: Upgrading communication, empowering teams, CES-style innovation at NADA
Kaylee Felio
LinkedIn: https://www.linkedin.com/in/kayleefelio
Website: https://www.partsedge.com
Joe Shaker
Website: https://truvideo.com/about-truvideo/