U.S. Drivers Lack Trust in Auto Shops
Bad news for auto repair and collision centers around the U.S.—it seems most U.S. drivers don’t trust you. According to a study done by AAA in late 2016, two out of three U.S. drivers do not trust auto repair shops in general.
While the study was focusing specifically on the auto repair industry, industry experts were quick to point out that the majority of drivers don’t know the difference between auto repair and auto body, and the statistic could be applying to both.
While insurers reimburse at least 70 percent of auto body business, general mechanical labor is predominantly out-of-pocket by the motorist. This could be why AAA focused its study on the auto repair side of the industry specifically, versus both auto repair and auto body.
AAA said the reasons for the mistrust broke down like this:
- 76 percent: recommending unnecessary service
- 73 percent- overcharging
- 63 percent- negative past experiences
- 49 percent- concerns that the work will not be done correctly
Despite those negative statistics, the study also found that 64 percent of U.S. drivers have singled out an auto repair shop they actually do trust. So what can repair shop owners do to change that relationship? Below we’ve listed out a few ways to begin rebuilding trust:
- Know your current customers and where to find new ones.
According to AAA, baby boomers are twice as likely than younger generations to fully trust auto repair facilities in general, with one-in-five reporting they “totally trust the industry.” When you break it down statistically, 76 percent of Baby Boomers have selected an auto repair shop they trust, versus just 55 percent of Millennials and 56 percent of Gen-Xers.
It’s crucial for shop owners to continue to invest in their older, loyal customer base. However, they must also be willing to branch out into social media and review-based platforms to connect with younger customers. Word of mouth is no longer enough. Millennials and Gen-Xers want to find their businesses where they spend most of their time—on the Internet.
- Join a review platform and urge customers to leave feedback.
With the level of mistrust found in relationships between driver and auto repair shops, it’s imperative that shops have a presence on a review platform. With com, each review is validated with a repair order, making it impossible for fake reviews to spam your account.
These validated reviews give peace of mind to both the business owner and the driver. They know they are reading real reviews from real people, and can then make an educated decision on where to take their vehicle. With 78 percent of customers turning to a review site to find a business, this is a step that cannot be overlooked.
- Be mindful of your digital presence throughout the Web.
While managing your reputation by joining a review platform is a great first step, your reputation can be made or broken in other areas of the web, too. Making sure you’re aware of what is being said about your business all over the Internet is a must.
Take Yelp, for example. A recent poll on Repairer Driven News found that most auto body shop owners either looked at their Yelp page just “once in a while” or never at all. Whether you’re allowing positive feedback to go unnoticed, or negative feedback, whether true or false, to start gaining traction, you’re only hurting your business by not paying attention to what’s being said about you online.
With so much information at customers’ fingertips, it is easier than ever for them to decide what shops can and cannot be trusted, and where to take their business. In order to begin repairing the relationship between customer and shop owners, the industry leaders must begin to invest in their online reputation, and provide peace of mind to their current and potential customer base.