Building Customer Trust in the Automotive Service Industry
Jonathan Stotts
Senior PR & Communications Manager
In a recent podcast at the Auto Tech Show, we had a meaningful conversation with the CEO of Transformers Institute, Greg Bunch. The topic we focused on is not often discussed in the automotive industry, and that’s how to build trust with customers.
It’s an important one. Customers get into large and powerful vehicles that take them from one place to the next. They need to know they’re safe, and they trust their repair shop to keep them that way. Yet, it’s not always easy to build that trust with customers today. Greg and the team at Transformers Institute work to develop forward-thinking providers with the goal of making them more effective with the people in their organization. To build trust within this industry, we have to provide top-class service.
Why Trust Is So Important in the Automotive Industry
Customer demands continue to change. With that comes an ever-evolving need to meet customers where they are. When asked why customer demands are changing and what it means, Greg offered the following. “Here in America, there’s just a general mistrust of everything right now…everyone has an angle.” It’s hard to know who to trust or why you should trust one person or the other.
The same applies to the automotive industry. “People are always wondering, “Am I paying more than I should? Am I being sold something that my car doesn’t need?” There’s also the common question of whether to trust the dealer or if an independent shop is a safe bet. People don’t know who to trust. Even though many of the small shop owners (and larger ones) are some of the most honest, trustworthy, and hardworking people there are, there’s still a lingering sense of not trusting others.
Technology Can Work to Provide Trust Building in Auto Shops
Cars are always changing, and with those changes, many consumers wonder if the small shop down the street that provides friendly service can really be trusted to handle the more intricate and complex elements of modern cars. It’s a real concern. Can you fix my modern vehicle?
One way to alleviate that fear is to incorporate technology into the process. Greg shares, “A shop that leverages technology and shows the consumer that, “hey, we are up on technology” and has to educate their customer, that, “Hey, we have the same training diagnostic tools,” tools that they would expect at a dealership that pays us in the aftermarket. “We have all that, too.” And I think there’s been kind of a stigma that, okay, you know, once my car is out of warranty, then I can go to an independent shop.”
Many good shops invest in technology at the same level as the dealership. However, the average customer doesn’t know that. They believe independent shops are likely behind in the technology they can offer, but that’s often far from the case.
Communication Is Also an Important Part of This Process
To build trust, advisors and technicians have to be willing to offer clear information and support to their clients. That means to be honest about what needs to be done right now – what is critical for the safety of the vehicle and the driver – and what could be put off until a later time. When a service technician can approach the vehicle owner and say, “Here’s where we need to start to make sure you’re safe…” or “These are some of the most common reasons these problems are happening with cars. Let’s start there first,” that builds trust.
Technology Breaks Down the Wall
With the use of technology to demonstrate and authenticate decision-making, it’s possible to ensure that customers always have access to the information and resources they need to make wise decisions. “Using technology to break down that wall of transparency,” as Greg shares, is critical to helping to build stronger relationships with clients.
The industry is changing, and new technology, when leveraged properly, can enhance outcomes for most clients. The key is getting that technology and education into the hands of shops.
