During a recent webinar, Nick Schoolcraft explored the three most common causes behind unfavorable customer interactions at collision repair facilities. He also shared tactics and tools to help attendees overcome these obstacles to enhance their businesses.
With more than 15 years of customer experience and marketing consulting, Schoolcraft, president of Phoenix Solutions Group, said that by having a deeper understanding of your shops customer’s needs, above what is constituted as standard industry CSI, a shop can begin to develop a better overall experience for its customer. He said detailed research and a customer-first mindset should be the first thing a shop does when looking to improve satisfaction, increase sales and differentiate itself from the competition.
“Shops that focus on the customer and exhibit empathy see an increase in repeat rates up to 30 percent,” said Schoolcraft during Dave Luehr’s Elite Body Shop Solutions webinar held in May, titled ”What is Driving Poor Collision Experiences.” “Seventy percent of repeat customers choose a shop based on how they feel they were treated in the past; however, what’s more interesting is that nearly 65 percent of collision customers are lost because of indifference from the repair facility.”
Eight years ago, Schoolcraft was hired by Accenture, a global consulting company, where he worked with major automotive brands, insurance companies and multinational brands to help them develop better customer and employee experiences.
In 2017, he joined his father’s company, Phoenix Solutions Group, a marketing firm dedicated exclusively to the collision repair industry. Founded in 1988 by Steve Schoolcraft, the company focuses on developing data-driven marketing and customer experience strategies that help auto body shops grow collision sales while increasing their customer and employee satisfaction.
The insights he shared during the webinar were based on research gathered from 30 years of PSG research as well as his work at Accenture.
“Most in the industry would agree that customer expectations are changing at a rapid pace,” he said. “Customer expectations have become less ‘siloed’ in that they no longer differentiate between you and the retail store down the street.”
He said this is why it’s imperative that collision facilities focus on enhancing their overall experience, from accident to post-repair.