The feeling of being well treated is increasingly valued in every business. Even in the workshop. In the age of impersonality, fast buying and selling and digitalisation, which brings many good things but also negative aspects, drivers want to feel well looked after in the workshop. Not surprisingly, the treatment received accounts for the vast majority of online reviews of this type of business.
It is important not only to take care of the customer from the first minute he or she enters the workshop, but also to go beyond this to what is known as active reception, which is usually the opposite of what happens in workshops. To give a similar example, there is no point in going to the doctor’s surgery and being treated exquisitely for 15-20 minutes and watching the doctor type the answer to a question about symptoms and referral to a specialist on the computer.
For this reason, this customer service process is a fundamental part of increasing workshop productivity and profitability, bearing in mind that in most cases we do not even stop to record the customer’s order on a work order, but simply take the keys and arrange a future call. These are sales opportunities being thrown into the profitability bin and, on top of that, potential future legal problems for not completing the work order correctly.
It all starts with working on the preparation of the visit. This way, when the customer arrives at the workshop, we are in perfect conditions to provide a good, active welcome, collect orders for parts from our suppliers and reduce the time the car spends in the workshop.
In this respect, the multi-brand workshop is far behind the dealership, which tends to take in cars between 0 and 4 years old. In other words, cars with fewer business opportunities because they are a young fleet, so they have to invest a lot of money in active reception processes. In the independent workshop, they come in from the fourth year of life, so the better we take care of that car, the fewer problems we will have with it in the future.
The workshop has to look to the future and embrace technology. Continuing with paper diaries is a step backwards when digital diaries are available in management software and there are even free appointment and workload management apps available. Failure to get on board will result in missed opportunities to improve profitability, increase customer satisfaction and reduce operating costs.
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