When it comes to collision centres, don’t let looks be deceiving
Column by STEFANO LIESSI
Looks aren’t everything, but appearances are a vital part of your statement as a business. When we enter a dining facility, we don’t want to see cluttered tables with evidence of the prior patrons. I’m not interested in seeing what the people before me had for lunch.
Another area of contention would be the facilities: a dirty ‘loo’ is very uninviting in a restaurant. However, is appearance everything? Some may say judging a book by its cover is misleading, but I believe this statement is accurate. You have only one first impression as a business, so you should make it a good one. Our industry has advanced dramatically, from offices with minivan seats and occasionally groomed resident greeting dogs surrounded by very loved chew toys, to an era with coffee makers, comfortable couches, televisions, plants, trees, and play areas for small children. Once graced with old pictures of foreign cars and tropical paradises, the walls have been dressed in promise posters of uncompromised customer service and plaques identifying the certifications that unequivocally state, ‘we are the facility of choice to repair your car right.’
To the average consumer, this impression and the correct vocabulary and inflection from your front-end staff will help determine if this is the place to leave their vehicle. But is it? Amongst all the proclamations from the various networks and independents, are they the place? What is truly happening behind the scenes? Sure, the facility has passed an audit and met some minimum training requirements, but are they implementing all the proper protocols? I hear it continuously: “we follow all OEM procedures; we are certified.” Yet, countless times, I go into places and ask questions or witness firsthand that the techs are not provided with the information or have some but feel pressured to fast-track it to get the vehicle out. KPIs are falling behind, and it’s got to go. Making blanket statements never works out in the favour of everyone involved; it goes both ways; someone preaches, “we are the No. 1 choice,” and on the other hand, someone is saying, “none of them do as they say.” Now, I wish I could make a blanket statement that the ones who fall short are an anomaly, but I cannot. I admire shop owners with a great deal of respect. The outlay of financial commitment to running your shop is incredible, yet the focus on proper processes and commitment is less than proportionate for many. The plaques on the wall are a sign of great accomplishment; keeping the commitment should contain a great sense of pride. Slow down and look at what is involved with meeting these plaques’ requirements. You didn’t damage the vehicle; you didn’t design, engineer, or build the vehicle—and you are solely accountable for putting it back to pre-loss OEM spec condition according to the OE that has granted you this designation of ‘certified’ to do so.
The first impression the customer experienced upon entering that beautiful office told them that this is what you would do. At some point, we have all put our trust in a business to do the right thing on our behalf as a customer. This is no different. The certifications serve several purposes: they help bring work to your door, they provide reassurance to the customer, they give comfort to the payee, they provide the understanding that there is a documented way you are trusted to repair this vehicle, and they make a great first impression. Taking this investment in OE certifications and diligently using their support will help your bottom line by focusing on quality instead of quantity. In my opinion, and you are entitled to my opinion, the front can set up the impression, but the back is where the magic happens. Don’t let the impression be good from afar and far from good; ensure it is excellent for everyone.
As this is the last publication for 2023, I wish everyone a wonderful holiday season and a ‘wicked awesome’ 2024. All my best to everyone.
