Toronto, Ontario — September 13, 2019 — A recent study on customer service satisfaction in the collision repair industry revealed that aftermarket facilities are doing a better job at attracting and retaining customers, especially as warranties start to expire.
Canadian dealership repair facilities are trailing behind the aftermarket segment after a study in customer satisfaction conducted by J.D. Power Canada reveals increased visits to aftermarket shops in 2019. Dealership repair facilities saw 1.3 visits per year per customer — the same results as the 2018 study — whereas aftermarket repair centres saw an increase from 1.5 visits per year per customer in 2018 to 1.6 in 2019.
Although auto dealers in Canada receive 54 percent of revenue spent on servicing vehicles 4 to 12 years old, they fall behind aftermarket service facilities in share of visits — 48 percent versus 52 percent. Further, dealership repair facilities average $323 per visit, while aftermarket shops are considerably cheaper at an average of $222 per visit.
Dealership centres have a slight advantage in customer satisfaction when it comes purely to maintenance (787 versus 782, on a 1,000-point scale), aftermarket service facilities have higher overall satisfaction rates than dealers (783 versus 775) and higher satisfaction when it comes to repairs (791 versus 759).
According to the study, owners begin to favour aftermarket facilities over dealerships when their car is between 4 and 7 years old. As vehicles fall out of their warranty period, it appears customers are more likely to take their cars to an aftermarket repair centre.
So, how can collision repair centres — dealership or aftermarket — keep their customers satisfied?
“A collision repair business owner can provide a satisfying customer experience to bring some positivity to the situation and build an excellent reputation for their business,” said Virginia Connell, Automotive Research and Consulting Manager at J.D. Power Canada. “Technicians work with many customers throughout the day but providing each one with a sense that they are focused on their specific needs and discussing advice that is relevant and helpful to their situation are two keys ways they can have a positive influence.”
The key findings of the study suggest simple tasks such as greeting customers immediately as they enter the shop or returning the car cleaner than when it arrived will also improve overall satisfaction rates. It also cites regulated operating standards and speedy service as key factors in customer service.
“Having clear, documented operating standards for the way the service facility does business can contribute to reducing the number of problems reported by customers,” said Connell. “Finally, timeliness is always an important aspect of an automotive service visit. Consider assessing shop capacity and appointment spacing strategies to address appointment availability and help ease congestion at the service desk.”
According to the study, NAPA AUTOPRO ranks highest in overall customer satisfaction with a score of 811. Volkswagen Dealership (791) ranks second and Toyota Dealership (789) ranks third.
