Using Shop Performance Data to Improve the Customer Experience
Senior Manager, Strategic Sales
Last month, we scratched the surface on the power of data. We covered capture rate and the importance of sharing information with your team, using dashboards, to get everyone invested in performance improvements. If last month was the “WHAT” and the “WHY” data matters, let’s cover “HOW” to use it to drive results.
Consumers will continue to embrace the opportunity to conduct business online after the pandemic. CCC has seen a significant increase in web-based appointments and photo estimates to initiate repairs. Providing digital options for your customers to interact with your business can increase capture rate by as much as nearly twice the industry average.
Repairers with excellent capture rates have one thing in common: timely responses to their customers. Consumers expect immediacy and turning a digital request into a formal estimate in less than 24 hours will lead to higher capture rates.
Insight: Best-in-class facilities turn estimates roughly eight hours faster than the industry standard, especially on busy days at the start of the week.
Microsoft’s State of Global Customer Service Report states that 96% of respondents say customer service is important in their choice of loyalty to a brand. Customer Satisfaction is driven by how well-informed customers feel. Showing responsiveness from the beginning of the process can create long-lasting loyalty with your customers.
As we said last month, performance shortcomings are simply opportunities. If you want to increase your capture rate, offer more digital capabilities like photo estimates via CCC® Engage.
And when photo estimate requests are submitted, be sure to respond promptly.
Cycle Time Management
Your customers want to receive a car that is repaired well quickly, and to the proper safety standards.
Repair cycle time, measured from “keys in” to “keys out”, is an opportunity to differentiate your business in the marketplace. Most repairers have a fair idea of their current cycle time, but how actively are you looking for ways to reduce it by removing inefficiencies in your process?
- Electronic parts ordering: In a recently completed CCC survey of repair facilities, the top reason for ordering online through CCC ONE, noted by 73% of respondents was, “It is the fastest method.”Insight: Electronic parts orders in CCC ONE® are returned up to 16% less often than orders placed manually. NOT having to return parts is a great way to keep cycle times down.
- Checklists: Electronic checklists instills logical and repeatable processes for repairs. For your team, this familiarity will help them be more efficient and move vehicles from station-to-station more quickly. Checklists also help to drive more consistent quality, reducing the likelihood of a vehicle return.
Keep returns and cycle times low and Customer Satisfaction high by embracing electronic quality control.
Start Keeping Score
If you’re not sure where you stand with your customers, look to the data to gather a snapshot of your performance. Here are a few places to start:
- Customer Satisfaction Surveys – Post-repair surveys via CCC® UpdatePlus help you understand how customers experience your business. And the ability for customers to post to Google Reviews will help to get the word out for your shop. Learn how it works.
- “Kept Informed” – Keep an eye on your survey scores for the question, “How well informed were you during the collision repair process.” It’s important because it increases your customer service score which improves your “would recommend” score. This is a great barometer for your performance, and one that you can impact pretty quickly.
- Repair Quality – Improving your repair quality standards is a smart investment to make. Your repair quality score drives your Customer Satisfaction score, while your vehicle returns drives repair quality. Using CCC® Checklists to reduce returns increases your Customer Satisfaction. Learn more about the tools available to increase the quality control of your repair process.
- Net Promotor Score – Measures customer loyalty by indicating how likely a customer is to use or recommend your business. Learn how to calculate your score.
- KPI Dashboard and DPR Scorecard – Understand your repair performance against industry standards and your competitors. These insights can help inform better business decisions.
- Vehicle Reviews – When vehicles are returned, read the reviews to understand why. This insightful detail can help you identify production and quality control opportunities.
Listening to the customer is a great approach to boosting business. Your responsiveness and ability to get them back on the road is the difference maker. The data behind the customer voice is the place to start understanding how to provide favorable repair experiences that attract and retain customers.
Your dedicated account team can help you every step of the way. Tell ‘em Ray sent you.