Shop Profile - Collision Repair

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Caught in the act

Treating people right steers path to prosperity for award-winning family business
Friday, April 12, 2013 - 13:52
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Staying involved with community affairs while leveraging the benefits of widespread name recognition, a reputation for high quality repairs and extensive customer referrals is marshalling successful returns for James Marshall, owner of Marshall’s Auto Body CARSTAR in Billerica, Mass. In business for 35 years, the family enterprise annually grosses $2.7 million while delivering a most-impressive 99.14 percent CSI (Customer Service Index) score.

“Word of mouth is the greatest marketing tool,” declares Marshall. “Our goals are to let the customer understand that we are there to assist, educate and listen attentively to their concerns and not to be complacent.”

Reflecting on an unending quest for his own ongoing education, Marshall notes that “everyone is my mentor.”

“It would take me forever to list everyone that has had some form of influence over the way I operate my business,” he says. “I learn from all sorts of people: Being a customer in other venues teaches you how to treat people. Being a parent teaches you to be patient, and reading books opens your thought process to know that all business operations share common denominators.”

Marshall goes on to describe the entire company’s empathetic attitude toward each customer by observing that “when our vehicles are involved in a car accident our entire lives are put on hold. It’s a hassle to deal with auto repairs, rentals, insurance and estimates. You no longer feel in control, and the stress can be overwhelming.”

Thus the 16-bay shop’s focus “is always to get your car – and your life – back in order ASAP.” A lifetime warranty from Marshall’s and a 5-year limited warranty from the franchise reflect pride in the workmanship being delivered. “We don’t just repair it quickly, we repair it right.” The staff of 14 nets praise from the boss for being the best in the business, and the array of equipment is top-notch as well. “It’s just part of our overall approach that gives you the ultimate peace of mind.”

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