It goes back to the same idea of making an unpleasant experience a pleasant one and determining how to accomplish that. By joining the General Motors Collision Repair Network, we felt that it was consistent with our belief of doing the right thing in everything we do. In terms of being certified, it’s about doing the right thing for that vehicle and having the knowledge to understand the new technology.
Q: What did joining the General Motors Collision Repair Network entail?
A: We signed up when the program was first announced in August 2018 and submitted all of our paperwork a couple of months ago. General Motors has a pretty comprehensive website where a shop can upload information. For us, it wasn’t a big undertaking simply because most of our locations are pretty much on the cutting-edge from a technology and tooling perspective, and we already had the majority of equipment necessary to perform the repairs. We also keep our technicians and employees trained in the latest and greatest from an I-CAR standpoint, so we didn’t have a huge to-do list. Also, with our existing relationship with Mitchell, the switch to Mitchell Cloud Estimating was straightforward.
Q: Do you have any other OEM certifications? What is the benefit of having them?
A: In addition to GM, we are recognized by Assured Performance, FCA, Ford, Nissan, Infiniti and Hyundai. Overall, the biggest advantage is the ability to perform proper and safe repairs per the manufacturer’s requirements. The industry is definitely transitioning to that knowledge becoming more and more available. That has been a very large benefit for us to know and understand how these cars need to be repaired, not necessarily for the manufacturer, but for the vehicle owner.
We understand retention from the standpoint that if the experience is not going well for a customer and we do a poor job, the likelihood that they are going to switch insurance carriers goes up. I think the same holds true for the manufacturer.