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When dropping a car off at Schiro's Collision Repairs, it feels like pulling up to a nice hotel. Customers drive up to a covered entrance that is clean and well-lit, then enter a waiting area that looks more like a coffee shop than a body shop reception area. There are no couches, no straight seating - instead, they are greeted with small, round tables with chairs, a customer beverage and snack center, and a play space for kids. The area is clean and bright, created to be soothing to visitors rather than intimidating.
And this first impression carries through the entire repair process, as Schiro's number one goal is to provide their customers with quality repairs and a positive experience with the shop.
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Pull your car right up to the door, then relax with a cup of coffee while the repair process begins.
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Schiro's Collision Repairs was established in 1956 by Vincent Schiro, specializing in antique auto restorations and auto sales. He started in a small shop with just two bays and no employees. His two sons, Joe and Frank, played in the shop as kids and worked doing odd jobs as they got older. Joe Schiro explained that their father would take the boys through each step of a repair process - showing how to work with tools, the different paint products, and all facets of collision repair. So as they grew, they learned the business from the ground up.
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| The newly developed North Hollywood facility |
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| Production areas are efficiently designed inside Schiro's 27,000 sq ft Chatsworth facility. |
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At a glance
Schiro's Collision Repairs, Inc.
20944 Itasca Street
Chatsworth, California 91311
818-407-2700
818-407-2706
Original location:
7908 Lankersham Boulevard
North Hollywood, California 91605
Owners: Joe Schiro, President
Frank Schiro, Vice President
Established: 1956
Annual Sales: $4.5 million
Size:
Chatsworth: 27,000 sq ft
North Hollywood: 11,750 sq ft
Paint Department:
2 Blowtherms, 3 CMC, 4 Blowtherm prep stations, CMC prep station
Paint: BASF
Frame Racks:
Car-O-Liner, Chief and AutoRobot
Alignment Racks: Hunter
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After high school, Joe worked for his cousin for a time, while Frank worked at the shop. The young men noticed that their friends were getting into a lot of automobile accidents, so they decided that DRP relationships with insurance companies would be a lucrative addition to the types of work they were already doing. Now, with insurance business comprising about 90% of Schiro's income, the shop no longer does antique restorations or auto sales.
All in the family
In 1979, the Schiro brothers took over the North Hollywood business from their father. Joe Schiro is president and handles the administration and financial aspects of the business. Frank Schiro is in charge of training and marketing.
The brothers first effort to grow the business was to recoup the bays that Vincent Schiro had been leasing out to various repairers. As attrition took its toll, the Schiros reclaimed the bays and hired employees to point the business toward a productive future.
In 1995, they built a two-story building on the North Hollywood lot which is now the paint and detail department, but still the shop outgrew its space within about six years. In 2002, development began on the Chatsworth facility. Taking 14 months to design and build, the new shop opened in April of 2003.
The 27,000 sq.ft. building, on 1-1/2 acres of land in Chatsworth, looks like a shop of the future. The paint shop is equipped with 3 CMCs and a CMC prep station. Frame racks and measuring equipment include a combination of Car-O-Liner products.
Schiro further explains, "All of our personnel are trained well not only on how to repair vehicles but in the customer care and claims management process. This allows us to standardize procedures and move people as needed from store to store. As the Chatsworth location gains momentum, our customers, vendors and business associates say the same thing - "I can't believe this is a body shop." With that kind of statement we know our vision has become a reality. "
Having only opened four months ago, the facility is operating at about 30% of capacity. At capacity, it is capable of producing about $750,000 a month for one shift. When asked it they planned to run more than one shift, Joe Schiro explained that if the shop is managed correctly it won't be necessary. "You can't burn the candle at both ends and have good management."
ASF "like a partner"
Schiro's has been using BASF paint for over fifteen years. According to Joe Schiro, "When we showed them our vision for the new store, they were so impressed, they were like partners in our venture. They helped with training and personnel, offering individual support as well as contacts for business purposes. We really appreciate the support they have given us, particularly by believing in what we have to give to our customers.
"We respect them because they weren't trying to get anything back from the shop; they are simply available to help the shop get better. BASF offered support (not financial) to help with the struggles of designing and building a new facility. When things got difficult, they reminded us not to lose sight of the bigger picture. They were kind of like cheerleaders telling us what we were doing right. The BASF training and professional staff are always there to support us."
Teardown provides blueprint for repair
The production management of the shop is the key to making the investment in facility and equipment pay off. Schiro's uses the Blueprint system for writing a good estimate. In order to prepare an estimate for the customer, the shop tears the car all the way down - right down to the last clip - to ascertain the full extent of the damage and create a blueprint for the vehicle repair. Using this method ensures that the body shop knows up front all the procedures necessary for the repair and can invoice for every step of the process. It also minimizes supplements, since tearing down the vehicle to write the estimate cuts down on surprises that can show up when writing an estimate before examining the car in detail.
The "blueprint" then lays out the course of the repair from beginning to end. Cycle time also improves by eliminating the need to wait for supplements.
With most of their business coming from insurance DRPs, it is essential that the Schiros maintain excellent relationships with the insurance companies. They offer advanced adjuster training to insurers for the administrative side and technical production-side training as well. There is a full-time marketing person who sees all the agents at the insurance claims office to ensure that lines of communication stay open - all to the benefit of the customer.
The two facilities are about 15 miles apart located on opposite sides of the San Fernando Valley, allowing Schiro's to provide service to the entire Valley. This enables load leveling; again, keeping that ever-important cycle time down. Customers do not feel any inconvenience and are pleased to cooperate in the effort to get vehicles back in their hands sooner.
A forward-looking perspective
Schiro's participates in Coyote Vision Groups, meeting with owners of other large collision repair shops across the nation every quarter. The meetings allow participants to get away from thinking about the day-to-day workings of the business and instead focus on such issues as new trends for insurers and what customers want from a collision repair center. They provide a forum to talk with insurers as colleagues. There are speakers from major businesses to share ideas about management styles of the future. Participants learn about management styles and the value of good employee relations.. After all, says Joe Schiro, "if your employees are not happy, your customers will not be happy either."
But it doesn't take a management conference to impress upon the Schiros the value of their employees. Schiro's goal has always been "to create an atmosphere where everyone loves to come to work." There is a strong sense of team spirit, as employees as well as management, pull together to make Schiro's Collision Repairs a success. Technicians receive on-going technical training through dealerships, I-CAR, and ASE.
When asked about key staff members, Joe Schiro responded that every staff member has an important role to play and each individual is important to the big picture - quality work and satisfied customers.
Community participation
The Schiros are very active in collision industry groups, including California Autobody Association, CIC, SCRS and the aforementioned Coyote Vision Group. Frank Schiro is the district manager of I-CAR.
Within the community, Schiro's is a member of the Chamber of Commerce and supports Children's Hospital and the Los Angeles County Sheriff's Department.
A father's legacy
At age 85, Vincent Schiro still visits the shop once a week to check on the business which bears his name, and to offer support with his words of wisdom. The success of Schiro's Collision Repair can be credited to the values Vincent Schiro taught his sons. "Our father taught us the value of integrity and the importance of standing by your word. We truly care about giving the customer what they deserve - an honest, quality repair and a satisfactory experience with our shop. Our customers and employees are our future."
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