John Yoswick

John YoswickJohn Yoswick is a freelance automotive writer based in Portland, Oregon, who has been writing about the collision industry since 1988. He is the editor of the weekly CRASH Network (for a free 4-week trial subscription, visit www.CrashNetwork.com).

He can be contacted at john@crashnetwork.com 

Wednesday, 05 October 2016 23:21

Retro News: October 1996, 2001, 2006, 2011

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5 years ago in the collision repair industry (October 2011)

At a day-long symposium for multi-shop operators held during NACE this month, a panel of MSO representatives was asked to comment on a proposition, espoused by an insurer in the United Kingdom, that businesses often “trip over themselves” trying to exceed customer expectations when they would be better off just ensuring that they consistently meet those expectations every time.

Brock Bulbuck, CEO of The Boyd Group, the Canadian firm that also operates 128 shops in the United States (including the True2Form and Gerber Collision chains), said the problem with that concept is that customer expectations keep rising.

“If you don’t strive to wow and exceed and set the bar as high as you can, I think you run the risk of establishing a culture in your organization where just doing your job is good enough,” Bulbuck said. “I don’t think that’s conducive for creating promoters (among customers) and growing your business.”

Caliber Collision CEO Steve Grimshaw also agreed that exceeding expectations is the key to differentiating your business from the competition.

But Cathy Bonner, president of the 47-shop Service King chain in Texas, said there is some logic in what the U.K. insurer was espousing.


“I think in collision repair, the primary customer is insurance, and if you don’t exceed their expectations, you will not be rewarded with growth,” she said. “The secondary customer is the traditional retail customer. I think it’s true that you don’t have to exceed their expectations; you just have to satisfy them. That’s what we’re rewarded on by the primary customer, the insurance companies, whether we have satisfied those customers and given them great service.”

– As reported in CRASH Network (www.CrashNetwork.com), October 24, 2011. Bulbuck continues to lead The Boyd Group, which now has more than 350 shops in North America. Grimshaw is still CEO of Caliber, which now has more than 400 shops. Bonner was shifted from president at Service King to chairman of the company’s board after investment firm The Carlyle Group acquired majority ownership of the company in 2012; the company now has more than 300 shops.

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