Even though they are busy with the day-to-day business of running a successful body shop, Carl and Carla also take time out of their hectic schedules every Saturday morning to record a radio show on 1340 Newstalk AM and Bulldog 103.7 FM called “CarChat with Carl and Carla” where they discuss details consumers should know about their vehicles as well as current events in the community.
Carl Colquett founded the Body Shop of Athens in 1995 after graduating Athens Technical College and spending fifteen years at the local GMC/Cadillac dealership. Carla became active in the business about four years ago, using her background in sales, marketing and upper management to improve the business. Since the shop was dated and located on a side street, when they decided they wanted to grow in the last quarter of 2010, they moved 1.5 miles down the road to their current location on a main highway between downtown Athens and the mall. According to Carla, “we relocated because of the customer experience and to meet and exceed the environment required by insurance providers.”
Their dedication to customer service can be seen in each repair that leaves their shop. Expectations are high as evidenced by a sign in their estimator’s office reading “Always Expect Excellence.” They even have a climate-controlled drive-through estimating and delivery area. They have also opened a sizable Jittery Joe’s Coffee Shop in their lobby for customers. It’s more than a caffeine fix, it’s a socializing hub for the whole community.
As a final “chocolates-on-the-pillow” gesture, each repair is delivered with a care package consisting of a car-shaped cookie, a logo bag, logo bottle of water and a rose with a handwritten thank you card, along with the customer’s final paperwork and warranty information. The CSI scores, not surprisingly, are near 100%.
The Body Shop of Athens offers on-site rental vehicles as well as a smartphone application called “Help I Crashed My Car,” an car accident emergency assistant where drivers can store all of the information they need in case of an accident.
The shop is also in the process of obtaining their Female Friendly Certification through askpatty.com, and they embrace modern social media by frequently updating their Facebook page. Since opening, the shop has nearly doubled their revenue by building relationships, experimenting with new ideas and expanding their view of what it means to be a quality auto body shop.
Carl and Carla attended the NACE expo in Las Vegas in 2010, and they found the amount of educational and networking opportunities to be amazing. It was enjoyable for Carla because “we were able to spend time working on our business, not in our business.”
In regards to the modern business practices, the shop has been embracing the current trends of meticulous disassembly and lean processes which lead to more efficient repairs. They note that the trend towards waterborne paint products is good all around, from the environmental benefits to the exceptional color matching. Additional sources of revenue include glasswork, paintless dent repair, storage and mechanical work. They are also currently working on an express bumper repair lane.
When asked about challenges the shop has experienced lately, Carla noted that many consumers do not understand their rights of repair choice and that the shop provides a warranty of the workmanship, not the insurance company. Also, with the influx of new technology, many customers are requesting estimates by emailing or texting photographs of their damaged vehicles.
Carla noted the tendency of consumers to delay repairs and use funds for other obligations due to the current economy as well as challenges concerning aftermarket parts.
The Body Shop of Athens is ASE and I-CAR certified. Carl and Carla Colquett are both AMI graduates (Accredited Automotive Managers), and both sit on the Athens Tech Advisory Board for the Collision Division. Additionally, Carla is a state certified continuing education instructor for insurers, the vice president of Collision ASA NE Georgia and a member of WIN, Womens’ Industry Network.
The Body Shop of Athens is a 14,000 square foot shop of which 4000 sq. ft. is dedicated to the lobby. There are nine employees working in the shop. The shop uses a Saico Downdraft Paint Booth, Chief Frame Machine, Rotary Lifts and Spot Welders. Their CCC One estimating and management system has been especially useful in enhancing productivity, and Carla also credits the waterborne paint system as a major benefit to their business. In the last quarter of 2011, the Body Shop of Athens averaged seventy vehicle repairs monthly. They utilize PPG Aquabase paints, and though they get a mix of older and newer model vehicles, they do not have any difficulty matching the paint on older vehicles. Carl and Carla strive to educate customers on all aspects of the refinish process.
The Body Shop of Athens currently does not participate in any direct repair programs. Although they are in favor of obtaining such relationships, they are doing their research before securing any agreements for fear that mandates on parts and procedures can jeopardize the quality of their repairs. As always, Carl and Carla think about the customer first.
The Body Shop of Athens
2950 Atlanta Highway
Athens, GA 30606
(706) 546-1158
thebodyshopofathens.com
