By Lance Boldt
According to a recent Consumer Reports Annual Auto Survey, 73% said that they were either completely or very satisfied with their repair shop. I thought it interesting to look at reasons most often cited for dissatisfaction.
Prices Are Too High
38% of the dissatisfied cite high prices as the reason. So 10% of all customers thought the price was too high (the occurrence was about 31% higher for dealerships than for the aftermarket). What we don’t know is whether those prices were actually higher than the other 90% or even high relative to other shops in the area. But the prices were higher than these people thought they should be. Perception.
Car Wasn’t Fixed Properly
Over 25% said that the problem wasn’t fixed properly. It’s hard to lay this one on the customer – even if they just dropped it off with a note that says “weird sound when I turn”. Not managing your own process can’t be the customer’s fault.
- The service advisor has the responsibility of gathering all the information necessary to understand the customer’s perception of the problem
- From there, the customer needs to be educated on the diagnostic process
- After the “fix”, the technician needs to evaluate & test drive to make sure the vehicle is truly ready for the customer
- If the diagnosis/repair is tentative, the customer should get a thorough explanation when picking up the vehicle and be coached on what to expect and do if Plan A doesn’t pan out. Cashing out with no caveats is a recipe for dissatisfaction.
Took Longer Than Expected
21% said that the work took longer than expected. Of course you give your customer a reasonable estimate of when they can expect the work to be done based on the job and the shop schedule. Then Murphy ’s Law takes over and things start to go wrong. Some delays are truly out of your control – and some you maybe contribute to, just a little bit. Either way, communicating with your customer as soon as possible will help manage expectations.
Lance Boldt is Vice President and Co-Founder of AutoNetTV. AutoNetTV’s digital signage products deliver entertaining and educational TV programming to the lobbies of automotive service and repair businesses as well as digital menu boards and automotive website video content. Click here to read the entire article.