October 21, 2024 • 17 mins
Episode Notes:
Ever wondered why a visit to a collision repair shop can feel as confusing as a trip to the doctor?
Are you ready to uncover the secret to exceptional customer service?
Tune in this week, as I reshare an earlier episode, where we unravel the mystery behind customer service in the aftermath of an accident. I reveal how your collision repair shop staff, from CSRs to estimators, can transform a frustrating experience into a seamless journey.
We'll highlight the commonalities between the medical and auto and collision repair industries, and how small adjustments can make a world of difference in providing a positive customer experience. Discover the art of clear and compassionate communication and learn how these professionals can turn confusion into clarity, building trust and loyalty along the way.
We dive into a world where effective communication reigns supreme, not just in collision repair but the medical field as well.
Explore the emotional rollercoaster faced by customers in these industries and the vital role of acknowledgment, understanding, transparency, and caring... meeting their emotional needs, service providers can create a lasting positive impression, converting potential frustrations into opportunities for exceptional customer service.
Whether you're in the auto repair business or another service field, the strategies shared in this episode promise to enhance your customer interactions and leave a lasting impact!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
The simple process of not knowing what to do after an
accident, at a time where yourconfidence is already low, can
be a more stressful experiencethan most CSRs or estimators
realize, and how they handlethat initial conversation with
the consumer can make all thedifference.
This week I'm sharing anepisode from last year on how to
make this unsettling process aseasy, as smooth, as organized
(00:23):
and painless as possible foryour potential customer by
establishing a level of comfortand trust, meeting their
emotional needs.
By clearly explaining exactlywhat happens in the collision
repair process from all sides.
Speaker 2 (00:42):
Welcome to the MindWrench Podcast with your
host, rick Sellover, where minoradjustments produce major
improvements in mindset,personal growth and success.
This is the place to be everyMonday, where we make small
improvements and take positiveactions in our business and
personal lives that will make amajor impact in our success,
(01:02):
next-level growth and quality oflife.
Speaker 1 (01:11):
Hey, what's up everybody.
Welcome to the MindWrenchPodcast.
I'm your host, rick Silover.
Thanks so much for stopping in.
If you're a returning listenerand haven't done so already,
please take a minute and clickthe follow or subscribe button
and then rate and review theshow.
When you rate and review theshow, when you rate and review
the show, the algorithms forApple, spotify, google Podcasts,
iheartradio, amazon Music andall the other platforms will see
(01:33):
that it's valuable and show itto more people that have never
seen it before, and hopefully itcan help them too.
I would really, really reallyappreciate your help sharing
this word with your friends andfamily as well, and if you're a
brand new listener, welcome.
I hope you find something ofvalue here that helps you in
your personal or professionallife as well.
Please make sure to click thesubscribe or follow button so
(01:53):
you never miss another episode.
Throughout my entire career,with my unique position in this
industry, I've had theopportunity to sit in many
collision shop front officeswhile waiting patiently to talk
with a shop manager or owner andunintentionally eavesdrop on
way too many conversations.
While there's been some greateducation, I've absorbed and
(02:14):
wisdom gained by just simplysitting quietly and listening to
the communications andinteractions between the
consumers and the shop staff.
I've also experienced firsthandthe second worst part of being
in an accident that most folksgo through the confusing and
frustrating process of gettingyour car repaired.
There's quite a lot to learnabout where a business can win a
(02:35):
customer's trust with clarityand compassion or totally miss
the opportunity, fall short andcome off as just another
business looking to cash in onyour misfortune.
I know there's been change, apositive shift, a more proactive
approach in some advanced,professionally run body shops
lately, and that is veryencouraging.
But the majority ofcommunications between someone
(02:57):
that's just had their firstaccident and completely unaware
of what happens next and theoffice personnel that they are
dealing with is usuallynon-comforting, somewhat
herky-jerky or inconsistent,awkward and confusing.
The simple process of notknowing what to do after an
accident at a time where yourconfidence is already low can be
(03:19):
a more stressful experiencethan most CSRs or estimators
realize unless they recently hadgone through or had a family
member go through this process.
And how they handle thatinitial conversation with the
consumer can make all thedifference.
This week I'm sharing an episodefrom last year on how to make
this unsettling process as easy,as smooth, as organized and
(03:40):
painless as possible for yourpotential customer, by
establishing a level of comfortand trust, meeting their
emotional needs, by clearlyexplaining exactly what happens
in the collision repair processfrom all sides.
So let's travel back to lastOctober in episode 144, meeting
consumer needs and explainingthe process.
(04:01):
How many times have you gone toa doctor's office to check on a
nailment, unusual pain ornagging concern that you may
have?
After filling out several formsand questionnaires, you're
ushered to a room where you sitand wait and wait and wait some
more until the doctor pops in,checks a couple things, pokes
(04:22):
around a bit, asks a couplequestions Wait.
Pops in, checks a couple things,pokes around a bit, asks a
couple questions Wait, didn'tyou just answer a shitload of
questions on a couple forms,yeah, and it proceeds to
prescribe you a procedure,medication or send you off to a
specialist and is out of thedoor within five to eight
minutes.
(04:42):
Did the actual doctor visit goso fast you didn't even get a
chance to think of, let aloneask, the questions that you
needed answers for.
And how did you feel after thatvisit?
Confused, disappointed,uncertain, maybe even processed.
You know, like an oil change.
On top of that, a month laterthe explanation of benefits
shows up with 25 line itemcharges that you don't even
(05:03):
understand and a balance youwould owe.
That leaves you scratching yourhead and muttering four-letter
words out loud.
Right Now, this absolutely doesnot apply to every medical
visit that happens in the world,but this is a pretty accurate
accounting of most of mine andmy family's visits.
Well, to be honest, for themost part the collision repair
shop experience isn't muchbetter.
(05:24):
No, it's not.
The average shop visit lookssomething like this Customer
walks into the front office,waits to be acknowledged by the
CSR on the phone or theestimator on the computer, or
parts person that doesn't evenreally work there.
He's just waiting on a check, oranybody for that matter.
Finally gets addressed, askedif insurance or customer pay.
(05:44):
This one confuses most rightoff the bat.
They don't even know yet.
They're given some forms tofill out and then they wait and
wait for the estimator.
Then the estimator walks thecustomer outside to look at the
vehicle, asks again if this isan insurance job or cash pay.
Customer's still not sure yet.
If yes, the estimator tells thecustomer hey, we'll just work
(06:06):
off the insurance estimate,which the customer doesn't
really understand what thatmeans either.
If cash pay, the estimatorcontinues with writing an
estimate, totals it up, hands itto the customer and says
something like let me know ifyou want to schedule it.
We're booked up about fiveweeks, but we'll make it look
just like new.
The customer looks at theestimate, has a flood of
(06:26):
emotions after seeing thislittle bender bender of theirs
will cost over 7,500 bucks andwalks away wondering many things
Like is this right?
Why so much?
It's just a small area damaged.
Is this the right place to getmy car fixed?
And so many other questions.
But mainly, what the hellshould I do next?
If you're looking for acompetitive edge for your
(06:49):
business or a more effectivejumpstart to your personal
development in 2024, I'll makeyour first step super simple.
It is a fact that an incrediblenumber of the most successful
business owners, nearly half ofthe Fortune 500 companies,
top-earning professionalathletes, entertainers and
industry leaders likeMicrosoft's Bill Gates, former
President Bill Clinton, richardBranson, amazon's Jeff Bezos and
(07:12):
Salesforce's Mark Benioff allhave one thing in common they
all have at least one coach andsome have several that they work
with on a consistent basis,someone that helps, guide,
mentor and support them,challenge them, help them set
and achieve goals that move themforward and then hold them
accountable to follow through,driving personal and
professional growth.
Working with a coach has manysubstantial benefits.
(07:38):
Just for an example, 80% ofcoaching clients report improved
self-esteem or self-confidencethanks to coaching, 99% of
individuals and companies thathire a coach report being very
satisfied and 96% would do itagain.
If, deep down, you know it'stime to make those improvements
in your business, your personallife, that you've kicked down
the road year after year.
If you're tired of knowingthere's a better version of you
(07:58):
waiting to shine, but unsure ofhow to bring that version to
light.
If you're tired of wanting toenjoy a more successful business
but not sure how to start.
And if you don't want to goanother 12 months without better
results but you don't want togo another 12 months without
better results, but you don'twant to go it alone, then take
the first step.
It's super simple.
Sometimes talking to the rightperson can make all the
difference.
Go to wwwrixelovercom, slashcontact and I'll set you up with
(08:27):
a free consultation.
Call with me to see ifone-on-one coaching is right for
you.
Or maybe they're coming back topick up their vehicle after the
shop that their insurancecompany suggested they get it
fixed at.
You know so it's guaranteed.
And as they look the car over inthe parking lot before they go
in, they notice a dent in therear part of the driver's door,
along with the scratched trimmolding above.
It was not fixed, even thoughthat damage definitely happened
during the accident.
They also notice that the frontbumper gaps to the fenders and
(08:50):
the grille looked like a crookedsmile.
So when they enter the frontoffice to ask about these issues
, the estimator or CSR sayssomething like Well, that's all
the insurance company would payfor.
They didn't write it to repairthe door dent or replace the
molding.
It must have been prior damage.
You'll probably have to fileanother claim.
And when you ask again aboutthe fit of the front bumper
(09:11):
cover, the shop says well, it'san aftermarket cover.
They never seem to fit like thefactory parts, but it's all
your insurance company saysthey'll pay for, even though
your car is less than a year old.
And as you look over the finalbill, you see customer owes $225
.
Why do I owe more money?
Isn't my deductible all I'mresponsible for?
(09:32):
Oh yeah, usually.
But insurance wouldn't pay fora new tire and it was damaged
and we had to get a factory partthat they wrote for aftermarket
and you'll have to pay thedifference.
Ah yes, another satisfiedcustomer and another five-star
review on Google right Wrong.
Although the medical andcollision centers seem vastly
(09:52):
different on the surface, at thecore level that matters the
customer experience they arevery similar.
Customers or clients in bothscenarios experience the same
feelings of confusion.
Am I at the right place?
Is this the right service I'mreceiving?
What should I do next?
What is the right thing to do?
Or it could be disappointment.
(10:14):
I thought I'd be treated better.
I'm not really satisfied.
I feel like I was shortchanged,or I felt like they didn't care
about me.
Or maybe it's lack ofunderstanding.
What is normal in this process?
What should I expect from theservice provider?
What are my rights as aconsumer, I feel uneducated in
this process and a little scaredof making the wrong decision
(10:38):
and, as Mike Anderson fromCollision Advice says in his
keynote presentation this year,people are more afraid of making
the wrong decision than theyare spending money.
So what is the actual, real needof the consumer, regardless if
it's in the medical or auto andcollision repair industry?
Well, realistically, it's sosimple, yet it hides in plain
(10:59):
sight Meeting their emotionalneeds.
See, we humans are emotionalcreatures.
Our emotions control ourperception of the world around
us and our emotions are createdby our thoughts and experiences.
Outstanding customer service oran exceptional customer
experience is super simple andcan be achieved almost every
(11:20):
single time if we justunderstand this little fact of
life and adjust our customerinteractions accordingly in
these four key areas.
Number one acknowledgement.
In these four key areas Numberone acknowledgement.
Number two understanding.
Number three transparency.
And number four caring.
These are the four key areas ofadjustment needed, and all
these can be accomplishedthrough how we communicate with
(11:42):
the customer.
Let's do a quick breakdown ineach of these areas to further
understand what I mean.
Number one acknowledgement.
People have a deep need to beheard, listened to and
understood.
Once you let the customer talk.
First explain their situation,do more listening than talking
and that means don't cut themoff mid-thought and when they're
(12:03):
finished, ask is there anythingelse?
And then wait.
Number two understanding.
Once your customer knows youunderstand them, then they will
be open and appreciate youhelping them understand the
process.
Okay, what happens next?
What do I need to do?
Who's my point of contact?
How long does repair take?
(12:23):
Does the insurance companydecide how my car gets fixed?
If not, then who does?
Walking someone through exactlywhat takes place and setting
their expectations will reducethe stress, anxiety and fear of
the unknown, which will instillthe confidence that they need to
feel good about your shophandling their repairs.
This is where having arock-solid repair planning
(12:47):
discovery appointment with yourclient can help make all the
difference in establishingcomplete understanding and
confidence in your shop's repairprocess abilities.
Number three transparency.
Nobody likes to feel likethey've been duped or had the
wool pulled over their eyes inany area of their life, but when
repairing their vehicle, theauto repair industry already has
(13:10):
an existing stigma of being alittle shady to begin with.
Right your efforts in providingtransparency at the start and
throughout the complete processis absolutely necessary to
eliminate this little mistrust.
Constant communication, the noupdate, update, making them
aware of any parts, delays,production stoppages or
(13:31):
additional damage found, andincluding the customer on any
email communications with theirinsurance companies will help
foster an environment of trustwith your shop.
And probably most critical, isnumber four caring.
It has been said many timesbefore that people won't care
about doing business with youuntil they know you care about
(13:51):
them.
Showing things like empathy youknow they just wrecked their
car, maybe somebody was hurt.
Did you even ask Compassion,courtesy and consideration
during the complete repairprocess and some gratitude from
your establishment after the jobis finished?
Think about thank you cards ora courtesy detail job 30 days
(14:13):
after the repair, or maybe agift card from a local diner as
a thank you for choosing yourshop are all great ways to show
a little gratitude and it couldreap massive rewards later down
the road.
Now, if you stop and think aboutit for a minute, the human body
hasn't changed since the dawnof man, right?
And how the medical systemprocesses.
(14:34):
People may never change fromthe way it is now and, for the
most part, consumers or patientshave come to expect this
process and normally don't shoparound when it comes to medical
facilities, right, but when itcomes to collision repair
facilities, they will mostalways shop around because at
this point they only see it as acost.
(14:55):
Unlike the human body, vehiclesare all very different from
each manufacturer, each model,each year, electric or gas
powered, and the list goes onand on.
And with all the technologyadvances in electronics, safety
systems, radar, ladar, adas andeverything else, having a proper
(15:21):
repair planning process thatinvolves the customer and
meeting those emotional needscan make all the difference in
the world to ensure anincredible as well as an
effective customer experiencefirst time and every time.
Now, for those of you doubtersout there and I know there will
be a few of you at least thatthink this whole subject is just
too touchy-feely and it reallydoesn't make a difference and
I'm not doing that shit.
(15:42):
What am I supposed to give thema hug to?
That's okay.
You can operate your businesshowever you choose.
It is your business.
I'm just merely suggesting abetter process that has been
extremely successful for someother shops.
I've seen letters from customersto the repair shops saying how
much they appreciated the timespent with them to explain the
(16:04):
complete repair process, educatethem on consumers' rights,
educate them on OEM repairprocedures and the safety
concerns that are part ofrepairing a vehicle and wait for
it.
How they'll tell all theirfamily and friends to make sure,
if they ever get in a wreck,don't take it anywhere else but
(16:25):
that shop.
Your best results will comefrom making these simple
adjustments to how you handleyour customers, how you meet
their emotional needs.
Spending the time to sit downwith your customer and carefully
explain how the process works,what to expect, all the steps
that are involved, will greatlyimprove not only your customer's
experience, but your CSI scoresas well.
(16:47):
Well, that's all I had for youtoday.
Thanks again for tuning in.
I really appreciate yoursupport and I hope you have a
great week.
I can always be reached atwwwrickselovercom, where you can
find all my social media linkspodcast episodes, blog posts and
much more.
Outro Music.
The simple process of not knowing what to do after an
accident, at a time where yourconfidence is already low, can
be a more stressful experiencethan most CSRs or estimators
realize, and how they handlethat initial conversation with
the consumer can make all thedifference.
This week I'm sharing anepisode from last year on how to
make this unsettling process aseasy, as smooth, as organized
(00:23):
and painless as possible foryour potential customer by
establishing a level of comfortand trust, meeting their
emotional needs.
By clearly explaining exactlywhat happens in the collision
repair process from all sides.
Speaker 2 (00:42):
Welcome to the MindWrench Podcast with your
host, rick Sellover, where minoradjustments produce major
improvements in mindset,personal growth and success.
This is the place to be everyMonday, where we make small
improvements and take positiveactions in our business and
personal lives that will make amajor impact in our success,
(01:02):
next-level growth and quality oflife.
Speaker 1 (01:11):
Hey, what's up everybody.
Welcome to the MindWrenchPodcast.
I'm your host, rick Silover.
Thanks so much for stopping in.
If you're a returning listenerand haven't done so already,
please take a minute and clickthe follow or subscribe button
and then rate and review theshow.
When you rate and review theshow, when you rate and review
the show, the algorithms forApple, spotify, google Podcasts,
iheartradio, amazon Music andall the other platforms will see
(01:33):
that it's valuable and show itto more people that have never
seen it before, and hopefully itcan help them too.
I would really, really reallyappreciate your help sharing
this word with your friends andfamily as well, and if you're a
brand new listener, welcome.
I hope you find something ofvalue here that helps you in
your personal or professionallife as well.
Please make sure to click thesubscribe or follow button so
(01:53):
you never miss another episode.
Throughout my entire career,with my unique position in this
industry, I've had theopportunity to sit in many
collision shop front officeswhile waiting patiently to talk
with a shop manager or owner andunintentionally eavesdrop on
way too many conversations.
While there's been some greateducation, I've absorbed and
(02:14):
wisdom gained by just simplysitting quietly and listening to
the communications andinteractions between the
consumers and the shop staff.
I've also experienced firsthandthe second worst part of being
in an accident that most folksgo through the confusing and
frustrating process of gettingyour car repaired.
There's quite a lot to learnabout where a business can win a
(02:35):
customer's trust with clarityand compassion or totally miss
the opportunity, fall short andcome off as just another
business looking to cash in onyour misfortune.
I know there's been change, apositive shift, a more proactive
approach in some advanced,professionally run body shops
lately, and that is veryencouraging.
But the majority ofcommunications between someone
(02:57):
that's just had their firstaccident and completely unaware
of what happens next and theoffice personnel that they are
dealing with is usuallynon-comforting, somewhat
herky-jerky or inconsistent,awkward and confusing.
The simple process of notknowing what to do after an
accident at a time where yourconfidence is already low can be
(03:19):
a more stressful experiencethan most CSRs or estimators
realize unless they recently hadgone through or had a family
member go through this process.
And how they handle thatinitial conversation with the
consumer can make all thedifference.
This week I'm sharing an episodefrom last year on how to make
this unsettling process as easy,as smooth, as organized and
(03:40):
painless as possible for yourpotential customer, by
establishing a level of comfortand trust, meeting their
emotional needs, by clearlyexplaining exactly what happens
in the collision repair processfrom all sides.
So let's travel back to lastOctober in episode 144, meeting
consumer needs and explainingthe process.
(04:01):
How many times have you gone toa doctor's office to check on a
nailment, unusual pain ornagging concern that you may
have?
After filling out several formsand questionnaires, you're
ushered to a room where you sitand wait and wait and wait some
more until the doctor pops in,checks a couple things, pokes
(04:22):
around a bit, asks a couplequestions Wait.
Pops in, checks a couple things,pokes around a bit, asks a
couple questions Wait, didn'tyou just answer a shitload of
questions on a couple forms,yeah, and it proceeds to
prescribe you a procedure,medication or send you off to a
specialist and is out of thedoor within five to eight
minutes.
(04:42):
Did the actual doctor visit goso fast you didn't even get a
chance to think of, let aloneask, the questions that you
needed answers for.
And how did you feel after thatvisit?
Confused, disappointed,uncertain, maybe even processed.
You know, like an oil change.
On top of that, a month laterthe explanation of benefits
shows up with 25 line itemcharges that you don't even
(05:03):
understand and a balance youwould owe.
That leaves you scratching yourhead and muttering four-letter
words out loud.
Right Now, this absolutely doesnot apply to every medical
visit that happens in the world,but this is a pretty accurate
accounting of most of mine andmy family's visits.
Well, to be honest, for themost part the collision repair
shop experience isn't muchbetter.
(05:24):
No, it's not.
The average shop visit lookssomething like this Customer
walks into the front office,waits to be acknowledged by the
CSR on the phone or theestimator on the computer, or
parts person that doesn't evenreally work there.
He's just waiting on a check, oranybody for that matter.
Finally gets addressed, askedif insurance or customer pay.
(05:44):
This one confuses most rightoff the bat.
They don't even know yet.
They're given some forms tofill out and then they wait and
wait for the estimator.
Then the estimator walks thecustomer outside to look at the
vehicle, asks again if this isan insurance job or cash pay.
Customer's still not sure yet.
If yes, the estimator tells thecustomer hey, we'll just work
(06:06):
off the insurance estimate,which the customer doesn't
really understand what thatmeans either.
If cash pay, the estimatorcontinues with writing an
estimate, totals it up, hands itto the customer and says
something like let me know ifyou want to schedule it.
We're booked up about fiveweeks, but we'll make it look
just like new.
The customer looks at theestimate, has a flood of
(06:26):
emotions after seeing thislittle bender bender of theirs
will cost over 7,500 bucks andwalks away wondering many things
Like is this right?
Why so much?
It's just a small area damaged.
Is this the right place to getmy car fixed?
And so many other questions.
But mainly, what the hellshould I do next?
If you're looking for acompetitive edge for your
(06:49):
business or a more effectivejumpstart to your personal
development in 2024, I'll makeyour first step super simple.
It is a fact that an incrediblenumber of the most successful
business owners, nearly half ofthe Fortune 500 companies,
top-earning professionalathletes, entertainers and
industry leaders likeMicrosoft's Bill Gates, former
President Bill Clinton, richardBranson, amazon's Jeff Bezos and
(07:12):
Salesforce's Mark Benioff allhave one thing in common they
all have at least one coach andsome have several that they work
with on a consistent basis,someone that helps, guide,
mentor and support them,challenge them, help them set
and achieve goals that move themforward and then hold them
accountable to follow through,driving personal and
professional growth.
Working with a coach has manysubstantial benefits.
(07:38):
Just for an example, 80% ofcoaching clients report improved
self-esteem or self-confidencethanks to coaching, 99% of
individuals and companies thathire a coach report being very
satisfied and 96% would do itagain.
If, deep down, you know it'stime to make those improvements
in your business, your personallife, that you've kicked down
the road year after year.
If you're tired of knowingthere's a better version of you
(07:58):
waiting to shine, but unsure ofhow to bring that version to
light.
If you're tired of wanting toenjoy a more successful business
but not sure how to start.
And if you don't want to goanother 12 months without better
results but you don't want togo another 12 months without
better results, but you don'twant to go it alone, then take
the first step.
It's super simple.
Sometimes talking to the rightperson can make all the
difference.
Go to wwwrixelovercom, slashcontact and I'll set you up with
(08:27):
a free consultation.
Call with me to see ifone-on-one coaching is right for
you.
Or maybe they're coming back topick up their vehicle after the
shop that their insurancecompany suggested they get it
fixed at.
You know so it's guaranteed.
And as they look the car over inthe parking lot before they go
in, they notice a dent in therear part of the driver's door,
along with the scratched trimmolding above.
It was not fixed, even thoughthat damage definitely happened
during the accident.
They also notice that the frontbumper gaps to the fenders and
(08:50):
the grille looked like a crookedsmile.
So when they enter the frontoffice to ask about these issues
, the estimator or CSR sayssomething like Well, that's all
the insurance company would payfor.
They didn't write it to repairthe door dent or replace the
molding.
It must have been prior damage.
You'll probably have to fileanother claim.
And when you ask again aboutthe fit of the front bumper
(09:11):
cover, the shop says well, it'san aftermarket cover.
They never seem to fit like thefactory parts, but it's all
your insurance company saysthey'll pay for, even though
your car is less than a year old.
And as you look over the finalbill, you see customer owes $225
.
Why do I owe more money?
Isn't my deductible all I'mresponsible for?
(09:32):
Oh yeah, usually.
But insurance wouldn't pay fora new tire and it was damaged
and we had to get a factory partthat they wrote for aftermarket
and you'll have to pay thedifference.
Ah yes, another satisfiedcustomer and another five-star
review on Google right Wrong.
Although the medical andcollision centers seem vastly
(09:52):
different on the surface, at thecore level that matters the
customer experience they arevery similar.
Customers or clients in bothscenarios experience the same
feelings of confusion.
Am I at the right place?
Is this the right service I'mreceiving?
What should I do next?
What is the right thing to do?
Or it could be disappointment.
(10:14):
I thought I'd be treated better.
I'm not really satisfied.
I feel like I was shortchanged,or I felt like they didn't care
about me.
Or maybe it's lack ofunderstanding.
What is normal in this process?
What should I expect from theservice provider?
What are my rights as aconsumer, I feel uneducated in
this process and a little scaredof making the wrong decision
(10:38):
and, as Mike Anderson fromCollision Advice says in his
keynote presentation this year,people are more afraid of making
the wrong decision than theyare spending money.
So what is the actual, real needof the consumer, regardless if
it's in the medical or auto andcollision repair industry?
Well, realistically, it's sosimple, yet it hides in plain
(10:59):
sight Meeting their emotionalneeds.
See, we humans are emotionalcreatures.
Our emotions control ourperception of the world around
us and our emotions are createdby our thoughts and experiences.
Outstanding customer service oran exceptional customer
experience is super simple andcan be achieved almost every
(11:20):
single time if we justunderstand this little fact of
life and adjust our customerinteractions accordingly in
these four key areas.
Number one acknowledgement.
In these four key areas Numberone acknowledgement.
Number two understanding.
Number three transparency.
And number four caring.
These are the four key areas ofadjustment needed, and all
these can be accomplishedthrough how we communicate with
(11:42):
the customer.
Let's do a quick breakdown ineach of these areas to further
understand what I mean.
Number one acknowledgement.
People have a deep need to beheard, listened to and
understood.
Once you let the customer talk.
First explain their situation,do more listening than talking
and that means don't cut themoff mid-thought and when they're
(12:03):
finished, ask is there anythingelse?
And then wait.
Number two understanding.
Once your customer knows youunderstand them, then they will
be open and appreciate youhelping them understand the
process.
Okay, what happens next?
What do I need to do?
Who's my point of contact?
How long does repair take?
(12:23):
Does the insurance companydecide how my car gets fixed?
If not, then who does?
Walking someone through exactlywhat takes place and setting
their expectations will reducethe stress, anxiety and fear of
the unknown, which will instillthe confidence that they need to
feel good about your shophandling their repairs.
This is where having arock-solid repair planning
(12:47):
discovery appointment with yourclient can help make all the
difference in establishingcomplete understanding and
confidence in your shop's repairprocess abilities.
Number three transparency.
Nobody likes to feel likethey've been duped or had the
wool pulled over their eyes inany area of their life, but when
repairing their vehicle, theauto repair industry already has
(13:10):
an existing stigma of being alittle shady to begin with.
Right your efforts in providingtransparency at the start and
throughout the complete processis absolutely necessary to
eliminate this little mistrust.
Constant communication, the noupdate, update, making them
aware of any parts, delays,production stoppages or
(13:31):
additional damage found, andincluding the customer on any
email communications with theirinsurance companies will help
foster an environment of trustwith your shop.
And probably most critical, isnumber four caring.
It has been said many timesbefore that people won't care
about doing business with youuntil they know you care about
(13:51):
them.
Showing things like empathy youknow they just wrecked their
car, maybe somebody was hurt.
Did you even ask Compassion,courtesy and consideration
during the complete repairprocess and some gratitude from
your establishment after the jobis finished?
Think about thank you cards ora courtesy detail job 30 days
(14:13):
after the repair, or maybe agift card from a local diner as
a thank you for choosing yourshop are all great ways to show
a little gratitude and it couldreap massive rewards later down
the road.
Now, if you stop and think aboutit for a minute, the human body
hasn't changed since the dawnof man, right?
And how the medical systemprocesses.
(14:34):
People may never change fromthe way it is now and, for the
most part, consumers or patientshave come to expect this
process and normally don't shoparound when it comes to medical
facilities, right, but when itcomes to collision repair
facilities, they will mostalways shop around because at
this point they only see it as acost.
(14:55):
Unlike the human body, vehiclesare all very different from
each manufacturer, each model,each year, electric or gas
powered, and the list goes onand on.
And with all the technologyadvances in electronics, safety
systems, radar, ladar, adas andeverything else, having a proper
(15:21):
repair planning process thatinvolves the customer and
meeting those emotional needscan make all the difference in
the world to ensure anincredible as well as an
effective customer experiencefirst time and every time.
Now, for those of you doubtersout there and I know there will
be a few of you at least thatthink this whole subject is just
too touchy-feely and it reallydoesn't make a difference and
I'm not doing that shit.
(15:42):
What am I supposed to give thema hug to?
That's okay.
You can operate your businesshowever you choose.
It is your business.
I'm just merely suggesting abetter process that has been
extremely successful for someother shops.
I've seen letters from customersto the repair shops saying how
much they appreciated the timespent with them to explain the
(16:04):
complete repair process, educatethem on consumers' rights,
educate them on OEM repairprocedures and the safety
concerns that are part ofrepairing a vehicle and wait for
it.
How they'll tell all theirfamily and friends to make sure,
if they ever get in a wreck,don't take it anywhere else but
(16:25):
that shop.
Your best results will comefrom making these simple
adjustments to how you handleyour customers, how you meet
their emotional needs.
Spending the time to sit downwith your customer and carefully
explain how the process works,what to expect, all the steps
that are involved, will greatlyimprove not only your customer's
experience, but your CSI scoresas well.
(16:47):
Well, that's all I had for youtoday.
Thanks again for tuning in.
I really appreciate yoursupport and I hope you have a
great week.
I can always be reached atwwwrickselovercom, where you can
find all my social media linkspodcast episodes, blog posts and
much more.
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