Business 19 How many customers are garages losing without ever knowing? Aftermarket Editor Chris Callander considers the findings of new research that suggests many automotive businesses may be overestimating the quality of their customer service – and asks whether independent garages could be losing work without ever realising it. Most independent garages would probably say customer service is one of their strengths. They know their customers, explain repairs clearly and rely on reputation and recommendations to keep the diary full. But what if some of those customers never actually make it through the door? That is a question I asked myself while reading new research from customer communications specialist Moneypenny. Surveying 200 automotive businesses and 5,000 UK consumers, it found a surprisingly large gap between how businesses rate their customer service and how customers experience it. Across every communication channel, automotive businesses rated themselves significantly higher than consumers did. The biggest disconnects were on digital channels such as social media, website enquiry forms and messaging apps, but even phone and email showed a noticeable gap. A finding that caught my attention, though, was what Moneypenny describes as the ‘one-shot economy’. Seven out of ten consumers said they are likely to choose the business that responds first to an enquiry. Yet almost eight in ten automotive businesses believed customers would simply try again if they didn’t receive a response. In reality, fewer than one in four said they would. That feels like a significant blind spot. How many garages have looked at a quiet week and wondered where the work has gone, without realising potential customers may have moved on because nobody got back to them quickly enough? This isn’t about garages providing poor customer service. Anyone who has spent time in a busy workshop knows how hectic reception can be. Phones ring constantly, customers arrive without appointments, and service advisors are trying to keep everything moving. It’s easy to see how an enquiry can slip down the priority list. The research also challenges assumptions about what customers really value. Many businesses focus on personalisation, yet consumers appear to want something much simpler: a prompt response, clear communication and reassurance that someone is dealing with their enquiry. Opening hours are another interesting consideration. Only 40% of consumers said traditional nine-to-five support best suited their needs, while more than a quarter would prefer to make contact during the early evening. Most garages won’t be able to extend their opening hours, but better use of online booking, automated acknowledgements or call answering during busy periods could all help ensure enquiries don’t disappear into a black hole. The biggest takeaway is that customer service now starts long before a customer walks into reception. The first impression is often formed with a phone call, an online enquiry or a message sent after the workshop has closed. If those first interactions aren’t handled well, the quality of the repair may never get the chance to speak for itself. Independent garages continue to invest heavily in diagnostic equipment, ADAS calibration, EV training and specialist tooling to stay ahead of vehicle technology. Those investments are essential, but they only pay off if the customer chooses your workshop in the first place. Perhaps it’s time to think about customer communication in exactly the same way. Review how enquiries are handled, test how easy it is to make contact and see how quickly messages are answered. Technical expertise will always keep customers coming back, but communication is increasingly what gets them through the workshop door in the first place. You can read more on the research at the link below. tinyurl.com/CustDivide
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