Trained employees, top standard of service, awareness of sales techniques, building customer trust and loyalty, and cooperation with a big brand - without all this no independent garage would have a chance to succeed. This is confirmed not only by results of market analysis ordered by Castrol company, but also by representatives of garages and industry companies. A debate with their participation took place during 14th EXPO of Inter Cars S.A. starts operating.
In a survey conducted by ARC Institute 509 drivers took part, who within the last year, at least once visited an independent repair garage, and also 151 garage owners. Questions for both groups of participants were the same - regarding the visit in a garage, services delivered and willingness to come back again. How does expectations of the users match with activities taken by garages?
Like in OE garage.
What is the most obvious, the most important for customers are matters of quality and conditions of repair. But together with such elements like, consulting extra costs (pointed out by 94% respondents), clear costs (92 %), warranty for the repair (91%), there are also other aspects. Almost 2/3 of respondents expect the service garage to be clean, almost 60% want to supervise their repair, almost a half expect possibility of using a toilet, and every fourth would like to wait for his car in a convenient waiting room.
It seems that garages are trying to meet those expectations - in 3/4 of garages there are toilettes for customers, almost the same amount offer seats in the waiting room, and possibility of supervising the repair from the waiting room is offered by over a half of the garages.
As Paweł Hańczewski, sales executive of Bosch company noticed, customers are more and more demanding as regards the repair garages, and they expect the level of OE garage, or at least a similar one. Also the cars are more and more difficult in repairing.
- New generations of cars used to appear every 10 years, later every 5 years, and now even more often - he says. - In order to meet such challenges, the garage needs to have suitable equipment, but also to take part in trainings.
- It is also worth noticing the comprehensiveness of the service delivered - adds Krzysztof Oleksowicz, founder and member of the board of Inter Cars. - Today the customer wants a multiservice, which can realize every repair service for the customer.
Personnel of dreams
What mostly annoys customers is unkindness of the garage staff - such response was chosen by 91% of respondents. Customers also do not like delays (86%) and the need of paying for not agreed repairs (84%). Reliability and experience are most valued features of personnel (pointed out by: 97 and 96% of respondents), and just behind them in the rank were advisory skills (93%) and awareness of modern technology (91%). In this context, trying to keep high level of education of garage personnel does not seem to be enough in 2/3 of garages.
- Access to know-how and developing competence of staff is the future of independent garages - says Krzysztof Oleksowicz.
As Paweł Hańczewski adds, the number of participated trainings, and in turn the level of service in a garage, directly influence the turnover of a garage.
- This is confirmed by audits performed by Bosch company, which clearly show that develop only those garages which invest in trainings - he says.
It is interesting that only 37% of garage owners assess access to trainings and attractive. An obstacle may be small number of employees in a garage, when sending one person for a day training means a standstill in work. Participation in a training is also often a cost for the company, sometimes quite high.
- Our market lacks trainings on modern technologies introduced by car manufacturers - pointed Rafał Kornatko, co-owner of Morela Service Garage. - Car importers organize such trainings for OE garages and we also get invited there, but the participation costs a fortune. The prices are not to be born.
Not only technical knowledge
Common conclusion - it is not enough to think just about technical knowledge. Very important is garage management, today even more important than ever before.
- Thanks to EU subsidising my employees went through a cycle of trainings regarding customer service in garage and also sales techniques - says Rafał Kornatko. - Their effect was really soon noticed by customers, and this directly influenced our business.
Trainings on sales and communication with customer skills have been organized by Castrol company for about half a year - the organizer of a debate.
- Our experience shows that demand for so called soft skills and trainings is sometimes bigger than for technical trainings" - explained Sławomir Radoń, Castrol General Manager in Poland.
More important become matters connected with environment protection which must be met by the garages.
- They also need financial trainings - emphasises Krzysztof Oleksowicz. - A garage owner needs to know if it is more profitable to change tyres or clutch. You run business activity in order to earn money.
What is more important, as forecast Paweł Hańczewski from Bosch, the share of independent garages will be getting bigger, the competition will be stronger, and the garage will need to be profitable in order to grow.
Trust and loyalty
82% of respondents declared that they would return to the same garage, if they trust their employees to perform a good repair of their vehicle. Low price as a factor for returning to a garage is in the third place - it was pointed out by 63% of respondents. For 62% of respondents important was keeping the time limits, whilst being close to the place of living was important for 2/3.
- Reliable service and good customer relations are key factors in building customer loyalty and trust - says Marcin Tkaczyk from AC Automax company. - In our garage the customer can observe his car being repaired from the waiting room, thanks to which he has trust and can be sure that our service will be performed correctly.
Taking into consideration the fact that for over 1/3 of respondents possibility of watching their car being repair was a factor deciding on coming back to the garage, it is worth to consider such possibility in the garage.
- You must have the time for your customer, always - adds Rafał Kornatko from Morela Service. - Truthfulness is also crucial.
In over 2-3 of garages loyalty is rewarded with discounts. It seems that garage owners can still gain a lot in this area, by developing loyalty programmes, what is currently done only by 1/4 of independent garages.
- Customer is made loyal to our garage when they receive a discount for another repair, free replacement car, advisory services and generation of history repairs. Customers really appreciate that - said Rafał Kornatko.
The survey also revealed that more than half of customers would like the garage to send them reminder about coming term of next service visit, annual check, tyre change, whilst only 1/10 of garages do so.
Cooperation with premium brand
Solution, which has the biggest influence on further development of a garage is possibility of cooperation with big, well-known brands (e.g. manufacturers of lubricants, parts) - over 40% of garages owners mentioned this factor. At the same time, almost the same number - 37% of respondents, assessed this solution as unattractive.
- I am sure that garages not willing to cooperate with well known brands have never experienced such cooperation before, or think that the cost of such cooperation is too high - assessed Sławomir Radoń from Castrol Company. -We also need to consider that besides garages competing with OE garages, there are also small, specialized service stations. They also need support, but not so comprehensive.
That is why Castrol, as well as other companies prepare offers for different garages - small and big ones. There are also chains which associate independent garages. Such playing in a bigger team also favours development of the garage.
- Thanks to being a part of Auto Crew chain, we receive from Bosch company a support, including development, image and promotions - says Marcin Tkaczyk from Auto Max service. - Whilst regular audits bring effect in the form of improvement of the quality, and as a result - increase in sales revenues.
We need to remember that only joining a chain or cooperating with well known brands is not enough. As said by Paweł Hańczewski, tha garage must be ready and mature to take advantage of support offered by manufacturer.
source: Nowoczesny Warsztat
01-10-2014