This section is a composite of your activity during the given sort range. It includes the number of customers submitted by your shop as well as the repair sales they represent. You'll also find your survey response rate and the breakdown of how many were completed by mail versus taken online. The last metric, "Days to Submit Data" represents the length of delay in vehicle delivery to data submission for follow up.
Survey response rates appear to be a growing concern for many shops. The belief is that the survey method itself is responsible when research indicates that response rates vary for several reasons, but most notably are a direct reflection of a shop's engagement with their customers.
This section includes a breakdown of customers by their classification of insured, claimant or cash pay as identified by your shop. It also includes a metric identifying what percentage of customers were submitted without any classification.
As claimants tend to represent "choice", a higher percentage of insureds can indicate a strong co-dependence on insurance relationships. No more than a 12 percent difference should become a goal for ALL collision facilities between insureds and claimants.
This section measures a shop's ability to provide a referral source and/or agent information for the customers submitted.
Data mining should not be ignored or taken less than seriously by any member of your facility. This information provides the foundation for marketing opportunities vital to increase your repeat and referral business.
Please note that the agent capture metric measures your shop's ability to capture agent data on insureds with insurance companies that utilize agents in their sales cycle. The metric strips out those insurance companies who do not utilize agents in their sales cycle to provide a more accurate assessment.
In this section the industry accepted percentage of customers who would refer you is displayed, along with your standard CSI score and fully engaged customer percentage.
While the "would refer" percentage represents only one metric, the standard CSI score is a composite of 10 metrics. This alone is a poor indicator of your organic business growth potential.
The fully engaged customers metric reveals consumers who are passionate about your shop and are convinced that you delivered an absolutely perfect experience to them. Their expectations not only were met but exceeded, validating their decision to choose your facility.
Fully engaged customer percentage is calculated by customers who rated their experience perfect (100%) and included some level of written comments.
The cycle of service is a proven method to discover and deliver high levels of service. This is the powerful technique behind every successful shop. This cycle of service is a series of four connected conversations that take place on every repair.
Each requires a different kind of dialogue and another level of commitment. Each stage offers unique opportunities for a shop to deepen their partnerships with the repair customer. Shops can differentiate themselves from their competitors in any one of these 4 quadrants, or they can perform well in all 4 to distinguish themselves as a world class facility.
The first section titled Explore refers to your ability to establish a relationship with your customer at the onset of their experience and build a foundation for organic growth opportunities. This includes not only getting to know your customers but also displaying your concern for what they want and need to have a good experience with your shop. It includes Set Proper Expectations, Communication and Courtesy.
The next section is Commit. This is where shops make clear promises about the terms of the relationship and confirm the next actions to be taken. This should include reaching a mutual agreement of what is acceptable to the customer as well as the shop, not setting false promises with no real commitment to deliver. It includes Delivery Date Given, Repair Workmanship and Vehicle Cleanliness.
The Delivery section measures a shop's ability to deliver on the promises that were made and fulfill all expectations that were set. This is a true measurement into the customer's perception of your integrity and trustworthiness. It includes Delivery Date Met, Warranty Review and Repair Review.
The final section titled Assure provides the composite measurements needed to understand your true ability to deliver on a customer's minimum expectations as well as your ability to connect strongly enough to safely expect loyalty and additional business (referrals) from them. It includes Logical Satisfaction and Emotional Satisfaction.
Logical Satisfaction measures a shop's ability to deliver on merely the expected "basics" while Emotional Satisfaction measures their ability to create relationships with their customers, which is more likely to translate into additional business.
The compelling benefit of these metrics lies in your ability to capture the net effect of customers who truly promote your shop over customers who do not.
Within this section you will note that metrics that comprise the Logical Satisfaction score are noted with a small "L" while metrics making up the Emotional Satisfaction score are noted with a small "E".
The variance between these two metrics presents a compelling case that the current industry accepted Standard CSI measurement is flawed, causing a false sense of security.
There are five identifiable primary referral sources for collision repair; consumer, dealership, business, insurance agent and insurance company.
This disseminates the actual referring behaviors that drive your market. Exposing how your customers actually arrive at your facility is disclosed within this set of metrics. Each of the five sales segments compete against each other within this section; meaning, a customer can choose as many sources they feel apply. In doing so, each business segment receives a point for a total of five points.
Once the month or year is tabulated, the points are distributed accordingly and converted into percentages. These statistics reveal buying motivators per segment which provides your facility with the necessary intelligence to better understand your market dynamics and assist in managing your marketing portfolio.
This section outlines the unique factors that influenced the customer to select your facility. Each important as they reveal your customer's buying behavior. They also reveal the importance they play in the selection process of choosing your facility. The customer can select as many as apply or none.
The calculation gives a point for each element selected, then summarizes each segment. After this is completed it is weighted against all the total points accumulated of all factors during the sort period. A strong percentage within any given decision factor merely indicates that it was chosen more often than the others during the report period.
The average secondary factors considered section reveals the amount of research a single customer does prior to selecting your facility by tallying up the number of factors they considered prior to making their decision to select your facility.
The survey asks each customer how many other collision facilities they considered prior to selecting your facility. This section reveals how many came directly and how many considered one or more additional shops before making their selection.
A high percentage of direct is preferable, however, we see the trend moving the opposite direction as direct repair programs try even harder to influence consumers to obtain additional estimates prior to making a selection.
This section reveals the percentage of customer who selected your facility because it was an insurance preferred shop, they chose their own shop or you were on the insurance list.
As the consumer is now less dependent on the traditional one dimensional selection process, (their insurance company selects the shop and no other research is conducted), they are now consulting multiple resources. Shops who still are harnessing this belief will have a far reaching negative impact on future sales opportunities.