A study by Ipsos for Euromaster concludes that the human factor is at the heart of four out of ten Google reviews received by workshops, ahead of price or repair times.
Proximity to the customer and a correct, friendly and professional approach are aspects that are increasingly valued in all public-facing businesses, but especially in workshops. And there are certain tricks that are as simple as they are effective, such as knowing the customer’s first name, which is easy to find out when going through the day’s agenda and can be important in building loyalty and opening doors to more drivers.
In this space, we have often stressed the importance of a good online image. Google plays a key role in this, so having good reviews on the search engine should always be a business owner’s priority, as it is increasingly being used as a method of deciding between businesses.
WHAT IS MOST OFTEN MENTIONED IN POSITIVE REVIEWS?
A Euromaster study by Ipsos, which analysed workshop reviews on Google, concludes that the human factor plays a role in 40% of the comments left, or four in ten.
In addition, one in ten features a specific employee named by the customer. The importance of the human factor for customers can therefore be summed up in three main reasons for appearing in Google reviews: professionalism, the type of work carried out by the mechanic, and the repair times and telephone service provided. It is in these areas, rather than in other areas of the comments, that the employee is most likely to be mentioned by name.
With or without a name, the Ipsos report concludes that the human factor is most important to workshop customers in our country. Nearly 40% of reviews on Google are about the professionals, while only 16% are about the cost of the repair or service, even in these times of inflation, dispelling the myth about prices and the workshop. Yes, it is clearly important to offer good value for money, even with promotions that can make the deal cheaper for the customer in difficult times. But if there is one thing the driver will remember us for, it is the human touch we offer him or her.
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