With the first two months of the new year behind us and the northern part of the country finally on the way out of the winter collision season, I want to ask about your business plan for this fall, next year and beyond. How often do you look back at your business successes and failures and analyze what is working and what isn't?
To paraphrase a famous quote, "the definition of insanity is doing the same thing over and over and expecting a different result." Have you honestly evaluated your business performance for 2011? Your 2011 numbers should be in by now. Were you a winner or loser? More importantly, can you put your finger on what worked?
Our industry has seen great pressure exerted on it by external forces including economic changes resulting in higher deductibles, fewer miles driven and more uninsured/underinsured drivers. Add to that lower accident rates per mile driven and improved accident avoidance technology, and one thing should become clear: you need to maximize every contact or touch point with every customer.
How can your business win in today's market?
Consumers and insurers are demanding more for every dollar and expecting personalized care, including constant updates as to the status of their vehicles. Technology, training and customer service are the answers to these demands.
Technology can "wow" the customer and demonstrate that your organization is the best at what it does, and that it has everything it takes to diagnose and restore their vehicle's safety and long-term performance. Technology can be used to communicate with customers – by phone, e-mail or text, or through a combination of electronic methods that are available 24/7.
With proper training, you can reassure the customer that you know how to anticipate problems before they happen, whether they arise in the repair, claim or rental car process.
Take a look at your business from the point of view of both your internal and external customers. Start with the first point of contact with each vehicle owner, employee and insurer.
Recognize how training and technology may have a positive or negative effect on the customer experience. To the vehicle owner, first impressions become lasting impressions. A bad review on the Internet can be the start of a negative reaction to your business.
The right sales approach mixed with the right technology will help you overcome the fear of the unknown that grips customers as they walk in your door. Your primary goal is to impress the vehicle owner and retain the car for repair.
With the insurer, a good repair plan created with proper safety and original equipment manufacturer requirements considered means faster cycle time and higher CSI scores. To the internal customer, a better work order, and having the right parts and processes built in keeps them productive and making money.
The most important tools in your estimating arsenal are your estimating platform and the approach you take to sales processes and repair planning. How well do you leverage what you are paying for in your shop? Can you wow the customer with the reason their family is safe is the lighter weight yet stronger steels used in today's cars? Can you show them and explain the repair plan that will keep them safe for as long as they own their vehicle? If you can, you have what you need to win over your other two customers – the insurers and your employees.
At the core of your success also is your investment in the human equipment that runs your business. Did you build into your 2012 budget the dollars necessary to update and educate your most expensive asset – your employees? I hope you will consider moving training and technology tools to the top of your must-have list for 2012. Remember the positive effect on your business of one more car a week, and this year set the bar higher by aiming for two more cars a week.
Richard Forness is national account manager – West, for Audatex North America. He has 19 years of experience operating repair
