Opinion | Commentary - Collision Repair

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Catering your website to mobile devices

Monday, October 1, 2012 - 06:44
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I recently participated in an industry panel discussion related to the advent of self-service claims.

Various facts were cited about the growing use of smartphones and tablets and the number of transactions that can be performed on those devices. We learned that nearly 42 percent of all U.S. mobile subscribers now use smartphones. That number is expected to grow exponentially as pricing comes down and cellphone service providers entice customers with attractive bundled deals.

Greg Horn

As smart phones and tablets become a more personal, social and ubiquitous experience for consumers, business owners have an opportunity to better engage target audiences, if they understand how to connect and leverage the unique characteristics of these emerging platforms.

To illustrate how to better engage with target audiences, insurers showed examples of claims' first notice of loss reporting and claim progression monitoring. I looked at the panel and realized there was one missing panelist: a collision shop owner, who is a key component of the claims process.

A J.D. Power and Associates study on claims satisfaction found that the customer satisfaction touchpoints with a collision repair were 36 percent related to the body shop experience, 62 percent related to the claims estimation process and a mere 2 percent related to the rental car. I looked at those numbers and thought if the customer has the car repaired at a direct repair program shop, the shop is responsible for a whopping 98 percent of the customer satisfaction touchpoints on a collision repair.

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