Four Ways to Maximize Your Shop’s Data

Service advisors serve as the major touchpoint between customers and your shop. While they ultimately need to build repair orders for technicians, they need to get that information from the customer. 

And vice versa, when technicians provide inspection findings, service advisors explain those findings to the customer to figure out the best path forward.

That's why service advisors need to make customer service a focal point of their role, to build that trusting relationship between the customer and your shop.

Because when customers feel like they can trust that your shop is giving them the right recommendations, they'll feel more comfortable approving repair orders for the work their vehicles need to keep running safely and reliably.

If you run an auto repair shop, chances are you have customers that think they know what’s going on with their vehicle as soon as they set foot in your shop. Although customers with preconceived assumptions can be frustrating at times, we have to give drivers credit for doing their research, especially now when we have a wealth of information at our fingertips.

You’re probably thinking to yourself, “Yes, but automotive repair estimates online aren’t always the best source of information.” And you’re right. But let’s think about ourselves for a second. As people who have experienced the world and have naturally developed our own worries, fears, and doubts, we tend to trust our own intuition and symptom-research sometimes more than we trust professionals.

And it’s a well known fact that consumers have a hard time trusting the auto repair industry—or any business that gives customers diagnoses for that matter. Just as people look up their symptoms online, and come to a conclusion on WebMD, they tend to do the same thing when something is wrong with their vehicle.

Whether it’s true or simply a situation where someone is convincing themselves they have said illness, the internet isn’t going anywhere. And let’s face it, we’re all guilty of using the internet for quick and easy answers, which is why it’s important to empathize with customers. Just as they may Google their symptoms, it is likely that they might type into the search bar, “Why is my car making a rattling sound?”

Of course, it is highly possible that the results that populate aren’t necessarily what an auto repair pro would point out to them. But whatever they find online still gives them some peace of mind, knowing they are informed before stepping foot into an auto repair shop that they may or may not trust.

It’s inevitable: people feel more protected if they understand—or even slightly understand—the issue at hand first.

Now, take a step back and think to yourself where your customers are getting their car repair information from. If you answered “auto repair estimate online tools,” you’re exactly right.

Tekmetric just revealed two new tools to help shops win more customers and run a more efficient front desk. Get the full story. Watch the on-demand webinar now.

Generating new business in auto repair is hard. The industry is projected to grow just 2% over inflation annually over the next five years. The average American has 15 auto repair shops within 10 miles of their home, according to Tekmetric's internal data, meaning competition for every new customer is fierce. And across multiple industry surveys, roughly two-thirds of drivers say they don't fully trust their local repair shop — making it that much harder to win them over. The result: only one in 10 shops both grows and hits profit margins of 20% or higher. 

"We know the competition to win new customers is fierce,” said Lauren Langston, president and COO, Tekmetric. “That means we need the right strategies and the right tools in order to do it."

Tekmetric's data shows that winning shops consistently focus on four outcomes: car count, average repair order (ARO), driver experience, and cycle time. Two new Tekmetric products — Tekmetric Digital Ads and Tekmetric Phones — are built to move the needle on all four.

Tekmetric Digital Ads

Winning new customers starts with being found. Tekmetric Digital Ads is an AI-powered add on that helps your shop show up where high-intent drivers are already searching for auto repair on Google Maps and Apple Maps. Because it connects directly to Tekmetric, you can see exactly how your ad spend translates into real revenue, not just clicks.

"It's really hard to see what's working. One of the superpowers of this product is that it's connected directly with Tekmetric," said Jared Haleck, chief product officer, Tekmetric.

Tekmetric Digital Ads is in early access now and rolling out to selected customers.

Tekmetric Phones

Every missed moment at the front desk has a cost. Tekmetric Phones gives your service advisors the customer context they need — instantly, the moment the phone rings — so they can spend less time looking things up and more time taking care of customers.

"Service advisors especially are loving it,” Haleck said. “It just saves them so much time. It creates so much convenience for them.”

Tekmetric Phones is in beta, available for customers on RingCentral.

Watch the On-Demand Webinar

Langston and Haleck walked through all of it — the industry data, live product demos, and what's coming next — in their webinar, "Building for the Results-Driven Repair Shop."

The recording is available now. If you want to see exactly how these tools work and what they can do for your shop, this is the place to start.

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