If you’re a woman who’s reading this right now, have you ever felt neglected or disrespected when taking your car to a local body shop? If you own a collision repair business, are your employees treating customers of all genders the same? Based on information from collision repair industry insiders, women are becoming increasingly more influential when it comes to making collision repair decisions within a household. As a result, many auto body shops are addressing the needs of women with updated amenities and marketing strategies.
According to a recent article from Auto Body Review (1), although men are involved in more car accidents than women, women are now oftentimes the ones bringing the family vehicle in for repairs. Quoted in the article is Nancy Friedman, President of Telephone Doctor Customer Service, who consults with body shops on how to improve their customer service. What Friedman has found over the years is that women want to be treated with the same level of customer service and professionalism that men are.
Furthermore, Friedman relates that women desire to be clearly heard while having their questions answered promptly and respectfully. Here are some additional observations about what women want from a collision repair shop based on Friedman’s research:
And although all these might seem trivial when you’re a shop owner, it’s the little things that add up in the end.
Another recent article from Body Shop Business (2) also looked at what makes a woman feel more comfortable while at a body shop. The article’s author made it clear that because over half the customers who walk into the average shop are women, meeting their expectations is essential for success. Here are some of the key areas they identified around the shop that can be difference-makers for women:
A woman’s brain tends to notice organization and neatness. As a result, when a shop’s parking area and front office are clearly marked, it makes them feel more comfortable and welcomed once they’ve arrived.
Mothers who bring small children with them to a shop don’t want dust from the service bays floating around on their kids’ snacks while filling out paperwork. Women prefer waiting areas that are clean and inviting and usually equate a lack of office cleanliness with the quality of repairs that would be done on their vehicle. If mom has a small child in tow, nothing is more frustrating than trying to do paperwork with junior acting up. Women like shops with kid-friendly areas featuring toys, a play table and maybe even some coloring books and crayons.
Again, this ties into a woman’s comfort zone. Old calendars with crumpled pictures of antique cars hanging on the wall probably won’t impress, but some nice artwork, fresh paint and thriving green houseplants will.
Most people are confused about how repair estimates and insurance companies work, so they rely on the explanation provided by the shop manager to put their minds at ease. Women want someone at the shop to patiently and respectfully describe the repair process, how long it might take, and what their out-of-pocket costs will be.
Nothing turns a woman off quite like a dirty, smelly bathroom. On the other hand, sparkling toilets and sinks, a diaper changing table, bright vanity lighting and clean walls go a long way in keeping her happy. Adding some air freshener, scented hand soap and toilet seat covers are game-changers when it comes to earning a woman’s trust and repeat business.
Whether you’re a man or woman, car accidents happen. When you need some high-quality collision repairs, trust in one of the customer-reviewed auto body or glass repair shops featured in the nationwide Carwise referral network. Not only will you be treated with respect, but ICAR and ASE-certified technicians there will have the experience, equipment and training to restore your ride like new again, promptly and reliably.
Search your zip code now for a customer-reviewed auto body or glass repair shop nearby: www.carwise.com.
