In a survey conducted by Phoenix Solutions Group, it showed that 67 percent of customers mention average experiences as a reason for not returning to a shop; however, only one out of 26 customers complain about the experience, which inflates everyone’s CSI. This is why our research methods take a much more direct approach at answering the question: What does exceptional look like, and how do certain elements throughout the repair impact the overall perception?
Having a really strong understanding of how everyone in your organization is interacting with customers, as well as where the experience falls short, will deliver better overall value for your shop---all of which are left out of today’s standard industry CSI.
Our voice of customer research provides shops with a 360-degree view of how their customer feels about the overall experience and why they chose the shop, ultimately enabling us to align sales strategies that fit the customer needs better---resulting in greater customer retention and increased sales.
Q: How can a collision repair business really grow?
Schoolcraft: It starts with understanding if your shop is exceptional or average. Do you know what is needed over and above the general expectations of the repair experience? It should start with understanding why people choose your shop, then developing your sales tactics and marketing to match that need. Align your shop’s value proposition with what the customer wants and accept that it isn’t just quality or a DRP that sells.
Shops should recognize that marketing your shop should begin the moment a customer picks up their repaired vehicle. Sadly, the industry’s answer to this is to elicit online reviews followed by generic emails two or three months after the repair. It needs to be much more than that, and it should be centered around delivering a personalized message that is unique.