Why does the auto collision repair process have to be as stressful as the accident?
by Cynthia Zammarelli, MBA Candidate
Has the insurance adjuster seen my vehicle yet? When will my car be done? What is the status of the repair? Am I going to get stuck with rental charges? Where are the parts coming from… China? (They might be!) Seriously, why is this taking so long…I have car payment but no car!
Through phone calls and emails, automotive collision repair customers beg for information regarding their vehicle and repair status while service advisors struggle to get the latest information to them. The numerous, sometimes daily inquiries, usually start off cordial; however, tension and frustration soon develops as the slow insurance repair process progresses. On the bad days, it is difficult to tell who is more frazzled – the customer or our employee!
The Process
Unfortunately, there is a general consensus that pretty much everybody hates going to the body shop. Multiple factors contribute to the dreaded vehicle repair process. Most factors, such as insurance adjuster response time, parts availability and the complicated repairs needed on today’s sophisticated vehicles are factors that can’t be controlled by the body shop. However, customer service is still the part of the repair process that each repair facility has control over and can potentially use as a differentiating factor.
One major component of customer service is informing the customer of the repair status. This is sometimes a difficult task as the combination of the insurance claim process, the reliance on parts and production line availability create a constantly changing environment where what was true at 9 am could very easily be false by 3 pm! In order to give an accurate status report to the customer, someone usually has to go ‘touch the car’ to see how far along the repair is.
Once the production department provides the status updates to other employees, the way this information is conveyed to the customer can be greatly improved through technology. Unfortunately, the automotive industry embraces many forms of technology as it relates to the actual production of the automobile and its’ sales but technology is not utilized effectively throughout the entire business – especially when it comes to customer service.
A Simple Solution
Today’s customers conduct many of their everyday business transactions through mobile apps and self-service portals. As discussed throughout the MIS Quarterly article, The Value of Self-Service: Long-Term Effects of Technology-Based Self-Service Usage on Customer Retention, customers have become “active participants” rather than a “passive audience” in service delivery. From banking to grocery purchases to air travel check-in, customers have embraced technology’s improvements to their service experience. Similar technologies could also have a positive impact on their auto body repair experience.
Large volume auto body repair facilities usually have some form of internal vehicle repair status system. Through the use of technology, this information could be made available to the customer via self-service portals and automated notifications. Customers could instantly retreive their information at their convenience. As Brian Manusama states in a recent article, repair facilities must take care to implement a system that is both efficient and easy-to-use. Some software currently available, such as vCheck and Carwise, send automated notifications to customers at pre-determined intervals. Other software allows customers to actually view their vehicle during the repair process; however, this usually leads to more customer inquiries as most are not prepared to see exactly how much dismantling of their vehicle actually occurs!
Body shops must remember that the most customers coming to their shop are not happy. This means the old saying, “the customer is always right” is so very important. Self-service portals and notifications could help alleviate customer concerns and create value by providing a more pleasant experience. As noted in the Helpshift blog, strong apps that provide FAQs and up-to-date information can also provide good Word-Of-Mouth endorsements, which in the collision repair business is essential for new business.
An Added Bonus
While increasing customer satisfaction is a driver for implementing a self-service portal, an added benefit to body shops could be front office streamlining. Today’s body shops are faced with insurance companies controlling their hourly labor rates, industry regulations requiring technician training and rising health coverage costs. These difficult conditions mean managers must run their businesses as lean as possible. Fixed and variable expenses have to be scrutinized while quality repairs with good customer service must be delivered. As discussed by Judy A. Lynch from Sherwin-Williams, increased productivity in the front office can lower expenses, increase customer satisfaction and potentially increase repeat business.
Win-Win Situation
What could be better for a business than greater customer satisfaction, an efficient streamlined front office and a positive effect on the bottom line? The introduction of self-service portals for vehicle repair statuses and automated notifications could easily prove to be a beneficial addition for both the customer and the auto body repair shop!