Dos and Don’ts of Communicating with Customers at Your Auto Repair Shop

By Stephanie Soh
| February 4, 2022
| Tips

While many think that cars are the lifeblood of an auto repair shop, customers are the ones who make your business successful. To impress customers and gain their trust, effective communication is the key.

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It used to be a chore to pick up a phone and call a customer or even have them contact you, but thankfully there are far more ways to communicate these days—messages, emails, and social media have made life easier. Business transactions can be communicated even using auto repair software. While you may shift back and forth between different methods, how you interact with customers across all platforms is extremely important.

Here are a few quick tips to ensure positive engagement with car owners to have them coming back for more.

Do – Talk clearly and be patient

Being around cars and other technicians all day long may leave you using too many technical terms when describing your work. Customers may not be entirely comfortable with this jargon, and being too technical may come off as condescending. In some cases, you might even scare away customers by confusing them!

Data Source: Cooper Tires

Customers may not have heard these terms before, so be patient when answering any follow-up questions.

Remember, cars are expensive to purchase and maintain, and the customer is just trying to understand the costs and services involved.

Don’t – Ignore customers

It’s important to respond to customer queries as quickly as possible. A speedy and professional response will go a long way to securing new customers and retaining existing ones.

In the auto repair sector, most people are looking for a quick fix for their car. Most of them can’t wait around to hear back from shops and are likely to go to other service providers. According to the experts over at PolicyAdvice, around 34% of households in the US own a single car, so when that breaks down, they want to have it fixed as soon as possible.

By addressing queries, you also build relationships with customers. Most vehicle owners want someone they can trust with their car without the fear of getting scammed. This can be the first step in that direction.

Do – Educate customers

Customers may feel overwhelmed when presented with vast amounts of information. Whether it’s about setting up routine maintenance or urgent, unexpected repair costs, they may need a moment to properly understand the services you’re seeking approval for and the associated costs. They also may have a lot of follow-up questions. For example, “Is a brake fluid flush the same as a brake service?” or, “Is a patched tire as safe as a new one?”

Consider directing the customer to some trusted resources that better explain the situation at hand. These may be pictures of affected parts through the vehicle inspection software. Similarly, you can also send them a video or article that better explains the services you’re recommending or how an item impacts the overall safety and reliability of their vehicle.

These resources can also be specific to a season—whether it’s about getting a vehicle ready for winter or a road trip. The customer needs to have a good idea about why they should keep coming back to you, and these resources go a long way towards that.

Don’t – Provide a solution without a reason

It’s common to see car owners drive a poorly maintained car without realizing that it can break down at any moment. This is mostly due to a lack of car knowledge.

Data Source: Cooper Tires

This means you’ll need to spend time explaining jobs to customers. A good place to start is to inform car owners about the importance of scheduled and preventive maintenance in preventing vehicle breakdowns. A great way to plan future appointments is by using an auto shop scheduling software.

Additionally, if an item needs servicing before its schedule suggests, explain why. Some components can wear out faster due to weather conditions and what a vehicle is used for (like towing). Customers may have no idea that their driving habits could be impacting their maintenance schedule.

This article, from Advance Auto Parts, helps identify what a normal service schedule looks like compared to a severe one. By providing detailed explanations to customers, you can build trust. If customers know you’re not fleecing them, they’ll keep coming back and also refer others to your business.

Do – Show professionalism

According to the National Automobile Dealers Association, a new car costs around $30,000, making it the second most valuable possession for most people after their home. To keep customers happy, treat their cars with respect. Avoid putting any tools on the body to prevent scratching the paint. Also, ensure that all technicians clean any grease from their hands before touching body panels or the interior.

There may be times when you’ll need to deal with unhappy customers at your auto repair shop. Addressing them respectfully can help diffuse the situation and improve your shop’s overall image in an industry where customer trust is strained.

Closing thoughts

While conducting repairs flawlessly is important, auto repair shops might find it helpful to build strong relationships with their customers. This encourages them to keep coming back to you and recommend your shop to family and friends. You can make your auto repair business more inclusive by making your shop more attractive to women customers.