No matter how well your collision center repairs vehicles, consumer perception is key, and one place most of us fall short is in managing customer expectations and providing updates to the customer throughout the repair process. Creating a procedure for effective and frequent communication is key in managing customer expectations, reducing consumer anxieties, and building a relationship built on trust. With this article we are going to explore some best practices for keeping collision repair customers informed about the status of their car repairs.
01 | Initial Contact & Estimate Presentation
This is your chance to control the narrative, and set the tone for your customer during the repair process. It is crucial that at this stage you greet the customer with professionalism and empathy; remember if you don’t enjoy dealing with insurance companies your customer isn’t going to either. Provide them with a detailed repair plan process, explain how your shop handles estimates, blueprinting, supplements, and lay out your rates clearly. While it is important to lay out a timeline for the repairs, it is equally important to highlight the issues that may delay that process, and even more important to set the expectation for when and how you will be updating the customer throughout the repair.
02 | Transparent & Frequent Updates
When communicating with your customers, communication should be clear, and transparent. Here are some best practices to consider when planning your update plan. Be sure to establish a clear and preferred channel for contact; from text messaging, email, phone calls, or in house applications or messengers keeping your customer’s privacy intact while also ensuring that the consumer is being updated in their preferred method. Choose an update schedule that your company can implement into its standard operating procedures; no matter if it is based on a weekly schedule (Tuesday and Thursday updates), or milestone updates (parts arrival, moving between departments, etc.). Finally, be honest and make the vehicle’s owner aware of any delays that may come up.
03 | Digital Platforms & Tracking
Technology can help immensely in keeping up with your customers. It can begin with scheduling by using software to allow customers to see openings in your calendar and booking themselves in for an estimate or even repairs. You can capture a lot of information early on and even provide digital documents to kick off the communication between the shop and the customer. During the repair the use of production software internally can communicate each vehicle’s progress and allow your team, or even the customers, to track the progress and communicate it. Document the repair and share that documentation with the customer, offering photos explaining the developments can go a long way towards building trust.
04 | Personalize Your Approach
Train your staff to be courteous, empathetic, and knowledgeable about the repair process. It is important to remember that each customer is more than the RO. Each customer is unique and their preferences for communication, and their needs may vary. To cater to individual consumer needs your team should ask the preferred method and frequency, and ensure that your team follows through on that. You may consider giving a dedicated internal point of contact that best suits that customer’s personality to offer an additional layer of personalized service while allowing your team to get to know the customer on a more personal level. By cultivating a relationship with the customer referrals will increase, and the overall experience received by your customer will benefit.
05 | Post-Repair Explanation
Once the repair is completed, provide a comprehensive explanation to the customer highlighting the repair process, and best practices for how to best manage their newly repaired vehicle. Walk the customer through the repaired areas, highlighting what work was done, and why it was done. Discuss any necessary maintenance, or post-repair care. Provide a written summary of the work completed, warranty information, and any invoices. After the vehicle is picked up, encourage feedback from your customer to continually refine your shop’s communication process and overall repair process. Sending out surveys or feedback forms can help to understand the customer’s perspective without the pressure of face-to-face encounters. The important part is to use the feedback to identify areas for improvement and implement changes as needed.
By creating an effective communication strategy you can ensure your consumers are informed and satisfied but also it builds trust and fosters a long-term relationship with your customer. By implementing these practices, your shop can stand out from other shops in a competitive market while creating a positive and lasting impression on your customers!
