We're all well aware that the most valuable asset in our business is the customer. Unfortunately for us, the customer is normally engaging our services under the duress of a negative or even traumatic event that has occurred in their lives. Like the dentist's office, they're normally not too happy about having to pay a visit to the collision repair shop, and are really in no mood for any hassles or surprises throughout the course of the repair job.
Customers have their own set of expectations when their vehicle enters your parking lot, and the level at which you address these expectations will either make or break your relationship with that customer.
Let's take a look at those expectations which, if met, could turn a distraught customer into a lifelong ambassador for your business.
Customer Expectations (In Their Own Words)
I expect you to show empathy over my situation. Since I'm stepping into a stereotypically tough and intimidating environment when I enter your shop, all I'm looking for is a friendly smile, a clean and organized lobby, and a helpful person at the front desk who treats me as if I'm the most important person in the shop. If you can provide that, you'll have me at "hello."
I expect you to listen to me. When my vehicle is brought into your shop, I've got so many things on my mind that I'm not sure what information you need to properly do your job. Should I tell you all the details about the accident, including what I hit, if anything spilled inside the car at impact and other minutiae that will help you in planning the repair? Please guide me through this process and ensure me that I'm in good hands.
I expect you to ease my pain. I need to know that you'll take care of me. That you're truly working on my behalf, and that you're not in cahoots with the insurance company to overcharge me and under-deliver. I need you to speak in plain terms to me about the technical stuff so that I can fully understand what you have to do to repair and restore my beloved vehicle to its former self.
I expect to get my vehicle back very soon. I know, that's so often an unrealistic expectation, but when you tell me it will take a few days to repair, and I don't hear anything from you after a week, I start to get very worried.
I expect you to return my call. All I need is a progress update, but when you don't call me back I start to think the worst. Then I get frustrated and angry because I don't think you care about me enough to return my call.
I expect consistency between your shop and my insurance rep. Why are you telling me the cost is so much higher than my insurance guy estimated? I'm not well-versed in a visual inspection versus a detailed disassembly inspection, so I can't understand the disparity in your numbers. Are you and my insurance company communicating properly and working together on my behalf?
I expect you to utilize every resource available to repair my vehicle. From proper training and instruction to utilizing the technical support required to properly and accurately repair my vehicle, I assume that your staff is fully capable of expert work.
I expect a quality repair. One that helps to maintain the value of my vehicle after it's been repaired, and doesn't diminish the value because of cheap replacement parts or shoddy workmanship.
I expect competitive pricing. I'm intently hoping that your charges aren't so high that they unnecessarily inflate my insurance premiums in the future.
I expect this process to go smoothly. Please don't make this experience something that adds to my already traumatic situation.
I expect a flawless vehicle at delivery. No scratches, no dents, no funny noises and no questionable quirks. And if you wash and detail my vehicle, you'll surpass my expectation.
I DON'T expect a follow-up call after delivery. But if you contact me to ask how my vehicle is running and what my take is on the entire experience, I'll be up front and honest with you so that your next customer's experience is even more positive than mine.
