Customers cite the main sources of dissatisfaction in workshops as long waiting times, unclear pricing, and lack of regular updates on vehicle repairs. In the case of official brand workshops, clients also complain about higher prices and inconsistent service.
These insights were presented by Javier Bordetas, expert at consulting firm Capgemini Invent, during his talk on customer experience at the IBIS Iberia 2024 event, organized by Cesvimap. He highlighted the profile of today’s customer: better informed, expecting immediate service, more demanding… and less loyal. “Customer expectations and engagement with brands and workshops can change over time, moving away from them,” explained the consultant. He also outlined workshop strategies to care for clients, including sharing knowledge across the network, implementing emotional CRMs, adopting loyalty models, and using feedback as part of a continuous improvement process.
Bordetas also recommended initiatives to enhance customer satisfaction in workshops. “It’s about making life easier for clients with diagnostic experts, flexible hours, express diagnostics and repairs, and apps to schedule visits,” he suggested.
The Capgemini expert also addressed customers’ experiences with car insurance companies. “Each client experiences each touchpoint with the insurer with different emotions: calm at first, uneasy when the car won’t start, frustrated after an accident, ignored during claims processing, and deceived when renewing the policy,” he explained.
Bordetas noted that 67% of clients state that negative experiences lead them to switch providers. Meanwhile, 91% of those who do not voice complaints simply leave. “Insurance customers want transparency, speed, personalization, and prevention. By understanding these needs, insurers generate loyalty through additional services,” he concluded.
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