Episode #185 - Meeting consumer Needs: Explaining the Process-REBOOT #144

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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Chapters

• 0:00 Navigating Collision Repair Process With Ease
• 8:29 Improving Customer Experience Through Communication

Transcript

Speaker 1: 0:00

The simple process of not knowing what to do after an accident, at a time where your confidence is already low, can be a more stressful experience than most CSRs or estimators realize, and how they handle that initial conversation with the consumer can make all the difference. This week I'm sharing an episode from last year on how to make this unsettling process as easy, as smooth, as organized and painless as possible for your potential customer by establishing a level of comfort and trust, meeting their emotional needs. By clearly explaining exactly what happens in the collision repair process from all sides.

Speaker 2: 0:42

Welcome to the MindWrench Podcast with your host, rick Sellover, where minor adjustments produce major improvements in mindset, personal growth and success. This is the place to be every Monday, where we make small improvements and take positive actions in our business and personal lives that will make a major impact in our success, next-level growth and quality of life.

Speaker 1: 1:11

Hey, what's up everybody. Welcome to the MindWrench Podcast. I'm your host, rick Silover. Thanks so much for stopping in. If you're a returning listener and haven't done so already, please take a minute and click the follow or subscribe button and then rate and review the show. When you rate and review the show, when you rate and review the show, the algorithms for Apple, spotify, google Podcasts, iheartradio, amazon Music and all the other platforms will see that it's valuable and show it to more people that have never seen it before, and hopefully it can help them too. I would really, really really appreciate your help sharing this word with your friends and family as well, and if you're a brand new listener, welcome. I hope you find something of value here that helps you in your personal or professional life as well. Please make sure to click the subscribe or follow button so you never miss another episode.

Speaker 1: 1:55

Throughout my entire career, with my unique position in this industry, I've had the opportunity to sit in many collision shop front offices while waiting patiently to talk with a shop manager or owner and unintentionally eavesdrop on way too many conversations. While there's been some great education, I've absorbed and wisdom gained by just simply sitting quietly and listening to the communications and interactions between the consumers and the shop staff. I've also experienced firsthand the second worst part of being in an accident that most folks go through the confusing and frustrating process of getting your car repaired. There's quite a lot to learn about where a business can win a customer's trust with clarity and compassion or totally miss the opportunity, fall short and come off as just another business looking to cash in on your misfortune. I know there's been change, a positive shift, a more proactive approach in some advanced, professionally run body shops lately, and that is very encouraging. But the majority of communications between someone that's just had their first accident and completely unaware of what happens next and the office personnel that they are dealing with is usually non-comforting, somewhat herky-jerky or inconsistent, awkward and confusing. The simple process of not knowing what to do after an accident at a time where your confidence is already low can be a more stressful experience than most CSRs or estimators realize unless they recently had gone through or had a family member go through this process. And how they handle that initial conversation with the consumer can make all the difference.

Speaker 1: 3:32

This week I'm sharing an episode from last year on how to make this unsettling process as easy, as smooth, as organized and painless as possible for your potential customer, by establishing a level of comfort and trust, meeting their emotional needs, by clearly explaining exactly what happens in the collision repair process from all sides. So let's travel back to last October in episode 144, meeting consumer needs and explaining the process. How many times have you gone to a doctor's office to check on a nailment, unusual pain or nagging concern that you may have? After filling out several forms and questionnaires, you're ushered to a room where you sit and wait and wait and wait some more until the doctor pops in, checks a couple things, pokes around a bit, asks a couple questions Wait.

Speaker 1: 4:23

Pops in, checks a couple things, pokes around a bit, asks a couple questions Wait, didn't you 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 the door within five to eight minutes. Did the actual doctor visit go so fast you didn't even get a chance to think of, let alone ask, the questions that you needed answers for. And how did you feel after that visit? Confused, disappointed, uncertain, maybe even processed.

Speaker 1: 4:55

You know, like an oil change. On top of that, a month later the explanation of benefits shows up with 25 line item charges that you don't even understand and a balance you would owe. That leaves you scratching your head and muttering four-letter words out loud. Right Now, this absolutely does not apply to every medical visit that happens in the world, but this is a pretty accurate accounting of most of mine and my family's visits. Well, to be honest, for the most part the collision repair shop experience isn't much better. No, it's not. The average shop visit looks something like this Customer walks into the front office, waits to be acknowledged by the CSR on the phone or the estimator on the computer, or parts person that doesn't even really work there.

Speaker 1: 5:38

He's just waiting on a check, or anybody for that matter. Finally gets addressed, asked if insurance or customer pay. This one confuses most right off the bat. They don't even know yet. They're given some forms to fill out and then they wait and wait for the estimator. Then the estimator walks the customer outside to look at the vehicle, asks again if this is an insurance job or cash pay. Customer's still not sure yet. If yes, the estimator tells the customer hey, we'll just work off the insurance estimate, which the customer doesn't really understand what that means either.

Speaker 1: 6:10

If cash pay, the estimator continues with writing an estimate, totals it up, hands it to the customer and says something like let me know if you want to schedule it. We're booked up about five weeks, but we'll make it look just like new. The customer looks at the estimate, has a flood of emotions after seeing this little bender bender of theirs will cost over 7,500 bucks and walks away wondering many things Like is this right? Why so much? It's just a small area damaged. Is this the right place to get my car fixed? And so many other questions. But mainly, what the hell should I do next? If you're looking for a competitive edge for your business or a more effective jumpstart to your personal development in 2024, I'll make your first step super simple.

Speaker 1: 6:55

It is a fact that an incredible number of the most successful business owners, nearly half of the Fortune 500 companies, top-earning professional athletes, entertainers and industry leaders like Microsoft's Bill Gates, former President Bill Clinton, richard Branson, amazon's Jeff Bezos and Salesforce's Mark Benioff all have one thing in common they all have at least one coach and some 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 them forward and then hold them accountable to follow through, driving personal and professional growth. Working with a coach has many substantial benefits. Just for an example, 80% of coaching clients report improved self-esteem or self-confidence thanks to coaching, 99% of individuals and companies that hire a coach report being very satisfied and 96% would do it again. If, deep down, you know it's time to make those improvements in your business, your personal life, that you've kicked down the road year after year. If you're tired of knowing there's a better version of you waiting to shine, but unsure of how to bring that version to light. If you're tired of wanting to enjoy a more successful business but not sure how to start. And if you don't want to go another 12 months without better results but you don't want to go another 12 months without better results, but you don't want to go it alone, then take the first step. It's super simple. Sometimes talking to the right person can make all the difference. Go to wwwrixelovercom, slash contact and I'll set you up with a free consultation. Call with me to see if one-on-one coaching is right for you. Or maybe they're coming back to pick up their vehicle after the shop that their insurance company suggested they get it fixed at. You know so it's guaranteed.

Speaker 1: 8:35

And as they look the car over in the parking lot before they go in, they notice a dent in the rear part of the driver's door, along with the scratched trim molding above. It was not fixed, even though that damage definitely happened during the accident. They also notice that the front bumper gaps to the fenders and the grille looked like a crooked smile. So when they enter the front office to ask about these issues, the estimator or CSR says something like Well, that's all the insurance company would pay for. They didn't write it to repair the door dent or replace the molding. It must have been prior damage. You'll probably have to file another claim. And when you ask again about the fit of the front bumper cover, the shop says well, it's an aftermarket cover. They never seem to fit like the factory parts, but it's all your insurance company says they'll pay for, even though your car is less than a year old. And as you look over the final bill, you see customer owes $225. Why do I owe more money? Isn't my deductible all I'm responsible for? Oh yeah, usually. But insurance wouldn't pay for a new tire and it was damaged and we had to get a factory part that they wrote for aftermarket and you'll have to pay the difference. Ah yes, another satisfied customer and another five-star review on Google right Wrong.

Speaker 1: 9:50

Although the medical and collision centers seem vastly different on the surface, at the core level that matters the customer experience they are very similar. Customers or clients in both scenarios experience the same feelings of confusion. Am I at the right place? Is this the right service I'm receiving? What should I do next? What is the right thing to do? Or it could be disappointment. I thought I'd be treated better.

Speaker 1: 10:17

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 of understanding. What is normal in this process? What should I expect from the service provider? What are my rights as a consumer, I feel uneducated in this process and a little scared of making the wrong decision and, as Mike Anderson from Collision Advice says in his keynote presentation this year, people are more afraid of making the wrong decision than they are spending money.

Speaker 1: 10:48

So what is the actual, real need of the consumer, regardless if it's in the medical or auto and collision repair industry? Well, realistically, it's so simple, yet it hides in plain sight Meeting their emotional needs. See, we humans are emotional creatures. Our emotions control our perception of the world around us and our emotions are created by our thoughts and experiences. Outstanding customer service or an exceptional customer experience is super simple and can be achieved almost every single time if we just understand this little fact of life and adjust our customer interactions accordingly in these four key areas.

Speaker 1: 11:28

Number one acknowledgement. In these four key areas Number one acknowledgement. Number two understanding. Number three transparency. And number four caring. These are the four key areas of adjustment needed, and all these can be accomplished through how we communicate with the customer. Let's do a quick breakdown in each of these areas to further understand what I mean.

Speaker 1: 11:53

Number one acknowledgement. People have a deep need to be heard, 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 them off mid-thought and when they're finished, ask is there anything else? And then wait. Number two understanding. Once your customer knows you understand them, then they will be open and appreciate you helping 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? Does the insurance company decide how my car gets fixed? If not, then who does? Walking someone through exactly what takes place and setting their expectations will reduce the stress, anxiety and fear of the unknown, which will instill the confidence that they need to feel good about your shop handling their repairs. This is where having a rock-solid repair planning discovery appointment with your client can help make all the difference in establishing complete understanding and confidence in your shop's repair process abilities.

Speaker 1: 12:57

Number three transparency. Nobody likes to feel like they've been duped or had the wool pulled over their eyes in any area of their life, but when repairing their vehicle, the auto repair industry already has an existing stigma of being a little shady to begin with. Right your efforts in providing transparency at the start and throughout the complete process is absolutely necessary to eliminate this little mistrust. Constant communication, the no update, update, making them aware of any parts, delays, production stoppages or additional damage found, and including the customer on any email communications with their insurance companies will help foster an environment of trust with your shop. And probably most critical, is number four caring. It has been said many times before that people won't care about doing business with you until they know you care about them. Showing things like empathy you know they just wrecked their car, maybe somebody was hurt. Did you even ask Compassion, courtesy and consideration during the complete repair process and some gratitude from your establishment after the job is finished? Think about thank you cards or a courtesy detail job 30 days after the repair, or maybe a gift card from a local diner as a thank you for choosing your shop are all great ways to show a little gratitude and it could reap massive rewards later down the road.

Speaker 1: 14:26

Now, if you stop and think about it for a minute, the human body hasn't changed since the dawn of man, right? And how the medical system processes. People may never change from the way it is now and, for the most part, consumers or patients have come to expect this process and normally don't shop around when it comes to medical facilities, right, but when it comes to collision repair facilities, they will most always shop around because at this point they only see it as a cost. Unlike the human body, vehicles are all very different from each manufacturer, each model, each year, electric or gas powered, and the list goes on and on. And with all the technology advances in electronics, safety systems, radar, ladar, adas and everything else, having a proper repair planning process that involves the customer and meeting those emotional needs can make all the difference in the world to ensure an incredible as well as an effective customer experience first time and every time.

Speaker 1: 15:30

Now, for those of you doubters out there and I know there will be a few of you at least that think this whole subject is just too touchy-feely and it really doesn't make a difference and I'm not doing that shit. What am I supposed to give them a hug to? That's okay. You can operate your business however you choose. It is your business. I'm just merely suggesting a better process that has been extremely successful for some other shops.

Speaker 1: 15:57

I've seen letters from customers to the repair shops saying how much they appreciated the time spent with them to explain the complete repair process, educate them on consumers' rights, educate them on OEM repair procedures and the safety concerns that are part of repairing a vehicle and wait for it. How they'll tell all their family and friends to make sure, if they ever get in a wreck, don't take it anywhere else but that shop. Your best results will come from making these simple adjustments to how you handle your customers, how you meet their emotional needs. Spending the time to sit down with your customer and carefully explain how the process works, what to expect, all the steps that are involved, will greatly improve not only your customer's experience, but your CSI scores as well. Well, that's all I had for you today. Thanks again for tuning in. I really appreciate your support and I hope you have a great week. I can always be reached at wwwrickselovercom, where you can find all my social media links podcast episodes, blog posts and much more. Outro Music.