Beyond the Wrench: Bringing More Customers to Your Auto Shop

As we wrote in one of the latest blogs, there are twobiggest trends this year that impact the auto repair industry. The increasing number of EV vehicles, as well as the rising average age of cars on the road, target new opportunities for auto repair owners.

One of the main opportunities is bringing new customers to auto shops. But, at the same time, these opportunities and trends come with challenges. With no doubt, training technicians to work in EV vehicles is one of them. However, while new training and know-how are required, owners of old vehicles on the road are searching for trustworthy auto shops.

And here is when you must be on top. Besides these trends, the auto repair shop industry is facing a difficult situation when it comes to reputation. Customers are complaining of a lack of reliability in auto shops, and auto repair technicians are leaving their jobs. But we aren’t here to just discuss the problems; more importantly, we like to seek solutions. This is why, in this post, we want to dive into some strategies to improve customer satisfaction and bring more customers to auto shops. Let’s start!

Managing customer satisfaction

When it comes to customer satisfaction, auto repair shops have a big area of opportunity. Don’t look at customer satisfaction as a way to handle customers' complaints. It is way more than that. Actually, it is an opportunity to stay at the top of your customers' needs; moreover, it’s a way to cross-sell more services or decline jobs.

And how do you do that? Well, all you need to do is request more information about the customers and their vehicles, as well as communicate with them to solve their issues. And provide in advance more services.

Customer satisfaction is about providing excellent customer service. It’s a relationship that you want to last; that’s why you want to build trust with your customers. Customers are more likely to return to your shop and refer others if they feel valued, respected, and satisfied with the quality of your work.

Tips to improve customer service in auto shops

Communicate effectively with your customers.

Explain the problem, the solution, and the cost in simple terms. Don't use technical jargon or try to upsell unnecessary services at the moment. Always request customer information, and then send a message about the offers and the due date to check the car again. Remember that communication is also a cross-sale opportunity.

Offer flexible options for your customers.

Use online booking software, mobile payments, and pick-up and drop-off services. Make sure your shop is clean and comfortable. It will generate expectations for the customers. They don’t want to leave their car in a space that doesn't feel nice to be in.

Follow up with customers.

Use text messages to communicate with customers. Send them a thank-you note, a survey, or a coupon for their next visit. Ask for feedback and reviews on social media or online platforms. Also, reach out to them when a new visit is required. Write them reminders for routine maintenance, seasonal specials, or new services.

Why can investing in technology bring more customers?

Improving customer satisfaction is also an asset when it comes to growing your business. The reason is simple: the more customers you can work with, the better the cash flow for your business.

But working for custom satisfaction requires investing in your auto shop. For example, you'll spend money on training and upgrading your operations. Knowledge and specialized software or equipment are great, but they cost.

The more complex the cars are today, the more challenging it is for auto shops to keep the team up-to-date. New vehicles come with more features and systems that demand specialized skills and equipment.

Fixing new systems needs expensive parts and calibration if they get damaged. Consider lane departure assist, intersection-scanning AEB, and vehicle-to-vehicle communication. New cars are coming with these technologies, and it is more expensive to perform repairs.

Benefits of investing in technology for your auto shop

Having the capacity to handle these cars will bring new customers to your shop, but it also requires an investment in time, training, and tools. Note that customers are more likely to trust your shop when you work with technicians who use the latest tools and equipment.

Technology can help you improve the efficiency, accuracy, and quality of your work. Also, use software, apps, or devices to diagnose problems, order parts, track inventory, manage workflow, or communicate with customers.

Performing the adjustments and improvements in your auto shop is a work in progress. Balancing long-term strategies with daily tasks can be tricky.

These are some tips on how auto repair shop owners can put in place the above strategies while managing daily operations:

Start small and focus.

Choose one or two strategies with the biggest potential impact and focus on those initially.

• Work with existing staff or partner with outside vendors for tasks like social media management or website updates.
• Use online appointment booking, communication tools, and project management software to streamline processes and free up time.

Make incremental changes.

• Gradually implement changes to cut disruption. For example, start with clear communication on estimates, then move to digital inspections.
• Track progress and iterate: Track the impact of each strategy and adjust as needed. Small wins can provide motivation and prove effectiveness.
• Involve your team. Get buy-in from technicians and advisors. Their insights and involvement can improve implementation and impact.

Focus on efficiency and automation.

• Streamline internal processes to cut paperwork and administrative tasks.
• Create clear protocols for repairs and communication, saving time and ensuring consistency.
• Empowering employees with multiple skills can increase flexibility and cover gaps during technician shortages.

Remember, consistency is key.

• Even small steps taken daily towards implementing your chosen strategies add up over time.
• Stay focused on the long-term benefits and be patient. Building trust and loyalty takes time, but the rewards are valuable in the competitive auto repair landscape.

When looking for auto shop equipment, don’t hesitate to reach out to our expert team. We have a full inventory of equipment. Find special deals, tire and wheel balancer machines, car lifts, paint booth equipment, body repair, and tools.