Turning Vehicle Owners into Your Greatest Allies
by John Shoemaker
Protecting the vehicle owner is a collision repairer’s number one priority, as is symbolized by the “empty chair” at every Collision Industry Conference.
Every action we take is on behalf of the consumer. But more often than not, repairers may neglect to see that the consumer isn’t just solely those we seek to protect; the consumer can also be our ally. It takes effective communication with the vehicle owner in order to do so, and in turn, that makes for a successful business practice.
How we talk to our customers – the most important partner in the entire repair process – is crucial. Having real conversations with your customers will not only build trust but also understanding.
The average customer likely isn’t aware of the step-by-step repair process. What is everyday for you and your staff might be a first-in-a-lifetime event for your customer. Most likely, they won’t be informed enough to think of any questions to ask you, so it’s up to you to inform them about the process.
This isn’t just about giving them information; it’s about setting the stage for the customer to see potential changes, such as why the repair estimate might increase after a more thorough inspection. For someone not already familiar with the collision repair process, this goes a long way in creating a deeper understanding. When I coach shops on customer communication, I encourage them to use a visual guide to illustrate the collision repair process and help you explain the journey their vehicle will go through.
Setting the Stage with Realistic Expectations
One of the first things to share with your customers is how initial estimates are often just a starting point. Explaining that the first estimate from the insurer is based on a virtual inspection, and that the actual repair cost is likely to skyrocket once it’s been disassembled and hidden damage is uncovered, will help avoid surprises and frustration down the line.
Walking them through the repair authorization process is also key so the customer understands why what seems like a quick repair might actually take longer. Most likely, the vehicle owner is unaware that many insurers have switched to virtual assessments post-COVID, resulting in approvals taking as many as 10 days. It really does come down to protecting their best interests as encouraging them to follow up with their claims handler keeps them involved and informed, and it helps your shop as well by making them your ally during the process.
Tackling Supply Chain Challenges Together
Today’s supply chain issues are a reality that no shop can ignore, but does your customer know that? Chances are they are unaware of the delays and back orders that have been plaguing the industry in recent years. Explain the parts ordering process in detail, including any extended delivery times or inventory shortages. Then, go one step further: Provide them with the vehicle manufacturer’s customer service number. Let them know that their call can often expedite parts delivery when delays occur, and it will help them understand the delay is not the fault of the shop, while also reminding them that you have their best interests at heart.
Communicating the Details Behind Each Repair Step
The customer doesn’t understand what exactly goes into these repairs; therefore, breaking down the repair process into understandable steps is crucial, especially for more technical repairs like structural alignments or bodywork.
Take the time to explain that the curing of products alone might allow for just three hours of productive work each day. This is particularly important when it comes to the paint process, where each layer has its own curing requirements. By breaking it all down, you help them see why an “eight-hour” repair might actually take a few days.
Highlighting the Importance of Quality Control and Detailing
Help the customer understand the reassembly process is like a “mini-inspection” that ensures everything is back in place, giving them a fresh start with their vehicle. It involves much more than putting a car back together. Explain that this phase is where quality control inspections occur and necessary calibrations are performed. Make sure they know that, while it seems like one of the last steps, there’s still a lot of work to be done to ensure their car’s integrity is fully restored.
The detailing process can also take more time than they might expect. It’s not just about washing the car – it’s about removing all traces of the collision.
Building Confidence Through Final Inspection and Delivery
Every step in the repair process is an opportunity to build an ally in your customer. At the end of the repair process, don’t just hand over the keys; walk them through the final inspection. Inform them about the safety checks, test drive and the entire process of the repair. Reassure them that their car has been restored to its original condition. This step solidifies trust and helps create a satisfied customer who is more likely to leave positive reviews and become a repeat client.
Conclusion
When customers are included in conversations about the claims, parts and repair procedures, it reduces potential conflicts that usually stem from miscommunication. The confidence your customers feel about their repair will be reflected in their satisfaction surveys and online reviews. Positive feedback helps maintain a sustainable business and builds trust with potential customers looking for your services.
Remember, everything you do is on behalf of the customer, so why not treat them as an ally every step of the way? An informed customer is an empowered customer – and a great partner in ensuring a smooth, efficient repair experience.
Want more? Check out the November 2024 issue of Hammer & Dolly!