Meeting customer expectations is powerful in building trust

Over recent weeks, there has been some media focus on unscrupulous MOT, servicing and repair providers forcing customers to commit to work not required, not completed or overcharging for work carried out.

Inevitably, this shakes customer trust in service departments and workshops, leading to them worrying that they will be ripped off. We know from our own research that customers are concerned that they will charged for work that is not done, or that unnecessary work is carried.

It is frustrating that a small number of providers are damaging the reputation of the MOT, servicing and repairs industry, when many are making great strides towards improving customer service.

The good news is that the majority of customers are happy overall with the service and price they receive from franchised and independent dealers.

According to the 2017 Auto Express Driver Power Survey, just 9.7% of customers said they felt repair costs were higher than they had expected and 10.6% said the dealer did not explain the problem.  The research also shows that just 5% of customers were not provided an estimate in advance of completing the work and 5.3% experience unexplained bills and charges.

When it comes to the quality and efficiency of servicing and repairs, the survey shows that franchised dealers are just ahead of independents. Franchised dealers were said to keep customers better informed of the costs and progress of the repairs.  They also cited franchised dealers as being better able to answer questions about work being done, while independents lost out on clarity of their paperwork.

Independent and franchised dealers should be shouting about their quality of service to build consumer trust and shift misconceptions.

Customers are influenced as much by the services provided and previous reviews, as price. We see increased conversions for businesses that clearly explain what customers are getting for their money in plain english and reference their parts and labour guarantees.

The ability to carry out a job and meet customers’ expectations is incredibly powerful in building trust.

Scott Hamilton is managing director of MyCarNeedsA.com