When it comes to keeping customers happy during the vehicle repair process, speed has long been the guiding principle. And while speed is important, it turns out there's something that matters even more.

To find out what most impacts customer satisfaction scores during the auto claims and repair journey, CCC conducted research, collecting data from 2,400 policyholders who been in an accident, filed a first-party claim, and completed the repair process within the past two years. The study examined consumers' self-reported experiences with nearly 50 moments studied throughout the auto claims and repair process.

Rather than just asking consumers to identify the moments that mattered to them, we ran multiple linear regression models to quantify the moments with the greatest impact on satisfaction scores. This data-driven approach allowed us to move beyond subjective responses and uncover actionable insights that can guide both insurers and repairers in optimizing their processes.

The result is our Moments of Truth report, a comprehensive look at the top moments during the auto claims and repair process that drive customer satisfaction.

Speed Matters, But Not as Much as This

Findings revealed a transparent and detailed explanation of repair needs was the single most critical factor impacting customer satisfaction with their collision repairer. Transparency surpassed speed, which has historically been the industry's focus. According to the findings, a repairer's satisfaction score actually depends more on transparency than it does on how quickly the consumer gets their vehicle back.

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Moments of Truth for Repairers

Regular Communications Matter, Too

Customers also expect regular communication throughout the repair process.

Our study found that when frequency of contact from the repair facility is "just right," the repairer satisfaction score increased by .27 points on a scale of 1 to 5. But how often is "just right?"

Eighty-eight percent of respondents said they wanted updates from their repair facility at least weekly, and nearly half (45%) expected updates every 2 to 3 days during the repair process.

How Often Do You Expect to Be in Contact with the Repairer During the Repair Process

This suggests that customers want to be kept in the loop at regular intervals and feel confident that their vehicle is being repaired properly.

Why Transparency Matters

Transparency is essential for creating a positive customer experience. While speed is still important, clear communication at every stage of the repair process builds trust, sets realistic expectations, and keeps customers informed.

What You Can Do

Here are some steps repairers can take to deliver more transparent service:

1. Provide Thorough Explanation of Estimates Upfront: Take time to explain the important steps needed to return the vehicle to pre-accident condition – including diagnostic operations (see #6) – as early as possible to give your customers more transparency and confidence in your service.
2. Identify Potential Total Losses Early: Train your staff to identify potential total losses as soon as the vehicle arrives. This approach sets clear expectations from the start, benefiting both the customer and the repairer. By openly communicating the likelihood of a total loss, you not only avoided wasted time and resources, but you've also kept the customer informed every step of the way.
3. Build a Detailed Repair Plan Early: Start with a clear and detailed repair plan to ensure transparency from the beginning. This helps reduce surprises or unexpected supplements during the process and helps manage customers' expectations. By providing clarity up front, you can also minimize delays and get the vehicle back to the customer faster, all while building trust through open, transparent communication.
4. Source the Right Parts Faster: Finding the right parts quickly and providing clear updates to the customer can support transparency in the parts procurement process. Tailor your search to the specific VIN for precision and build strong relationships with parts suppliers to guarantee availability when needed.
5. Improve Scheduling with Insurer Partners: Collaborating with insurers – like allowing your insurance partners to schedule repairs directly into your shop's calendar – makes transparency even more effortless. Providing visibility into scheduling and availability ensures a smoother experience because it keeps both the insurer and the customer in the loop.
6. Perform Pre-, During-, and Post- Vehicle Scans: This approach reduces the number of supplements needed by catching issues early and ensures repairs are complete and detailed. Documenting scans not only keeps the customer informed, but also reduces rework and improves customer confidence in repair quality.

By following these steps, repairers can bring greater transparency to key moments in the customer journey, addressing satisfaction head-on. Keeping the customer informed and involved at each stage fosters trust and builds confidence in the repair process. Together, these improvements enhance communication, reduce uncertainty, and ultimately lead to higher satisfaction scores.

Want to learn more? Click here to download the full Moments of Truth report.