Shops need to arm customers with clear, accurate information on repairs or risk losing them to misleading online advice and cut-rate recommendations, urged an industry leader.
Jeff Cox, executive director of the Automotive Maintenance & Repair Association (AMRA), warned attendees of the MEMA Aftermarket Technology Conference in Springfield, Missouri, that many consumers turn to platforms like YouTube when faced with repair recommendations and may find content that conflicts with proper service procedures.
He said it took him less than 10 seconds to find a video in which the presenter told viewers they did not need to machine a brake rotor on a lathe. Instead, the person advised using a grinding wheel on the rotor surface.
When that is what customers see online and then receive a quote that includes labour time to machine or replace rotors, Cox said, they may assume the shop is trying to overcharge them.
“Most of the time, consumers believe whoever is cheaper is right,” he said. “And that is not always true.”
To counter that, Cox argued that the industry needs to provide short, targeted videos that are embedded directly in repair recommendations sent to customers. These clips would explain what the repair is, why it is needed and, in some cases, why cheaper shortcuts are not appropriate.
He said a brake job quote could include a brief video explaining what a brake job involves and why rotors are machined or replaced. Other examples could cover why a premium oil filter is recommended on a vehicle with a long service interval, or why shocks and struts may need replacement even when the driver cannot easily feel the degradation.
Cox also pointed out that text messaging remains underused as a way to deliver this type of content. He said research shows customers want information sent by text, but many shops still do not consistently text inspections, photos, videos and links to supporting material.
He stressed that the goal is not to control the message, but to make sure the right message reaches consumers before they rely on questionable sources.
If the industry wants customers to say yes to repairs in a short amount of time, Cox said, it has to give them the tools to make an informed decision. He urged manufacturers and service providers to work together on videos and other resources that support both technicians and consumers.
“If we want them to say yes in a short amount of time, we have got to give them the tools,” he said.
Image credit: Depositphotos.com
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