TEMPE BODY SHOP SHARES 5 WAYS TO RETAIN FEMALE CUSTOMERS
It seems like the old June Cleaver days of leaving the auto repair to the men in the family is starting to become a thing of the past. Surveys and studies in the last decade have shown that women are stepping up in taking over this male-dominated responsibility and the trend doesn’t seem to be slowing down anytime soon, which is something we have seen at our Tempe body shop. In fact, according to the Alliance of Automobile Manufacturers, female customers account for nearly two-thirds of all new vehicle purchases and a little more than half of used vehicle purchases. This is a significant increase from the early 1980s where approximately 20% of women made similar purchases.
With more women owning vehicles, it’s safe to assume that, as the studies suggest, women are also taking more responsibility over vehicle maintenance and repair and are becoming more savvy customers. Women account for about 65% of body shop customers according to the National Institute for Automotive Service Excellence. And yet, sadly, an estimated nine out of ten women report they believe repair shops treat them differently simply because they are women.
Our Tempe body shop values all of our customers, no matter the gender, and strives to exhibit the best customer service available. Providing this sort of service isn’t limited to auto repair shops though, which is why we want to share a few tips on the quality customer service we provide and how that helps to retain female clients.
- RESPECTFUL SERVICE
Being polite and respectful is the first rule of any customer service business, since it helps customers feel welcome and that their needs are important. Hostility doesn’t build business and we strive to create an environment where women can feel comfortable and welcome in receiving service at our Tempe body shop.
- LAYPERSON TERMS
This is actually a service that benefits clients of all genders and backgrounds since we can’t assume all men are auto savvy. Having technical, complicated issues explained in a way that anyone can understand is another way of showing respect to customers who may otherwise not feel comfortable talking about their vehicle’s issues.
- CLEAN & COMFORTABLE WAITING AREAS
Offering waiting areas and, especially, restrooms that are clean helps to create a welcoming environment to the client. For women especially, this can be something that makes or breaks a sale since they may already feel uncomfortable and even unwelcome in a body shop.
- FAMILY-FRIENDLY SERVICES
Many parents, whether mother or father, bring their children along on daily errands, including trips to a local Tempe body shop. No matter how well-behaved a parent may feel their child is, being confined to an unknown space can make any child feel uncomfortable and antsy. Providing kids books or magazines, coloring materials, or even tuning the TV to a cartoon station can help alleviate children feel a little more at ease.
- FOLLOW UP
Just as important as providing good service in-house, following up with a customer via phone or email can do a lot to build a positive rapport with a customer. For female customers, this can also help them to feel welcome and more likely to return to a Tempe body shop for additional service.