FACT: A collision is a deeply emotional and often traumatic experience. Therefore a collision customer’s buying journey does NOT match that of a traditional consumer.
How 125,000 People Found a Body Shop:
For most collision customers, it’s only after obtaining a recommendation from a friend or family member, their insurance company or dealership that they consider exploring the opinions of strangers on Google or Yelp. But depending on the source of the recommendation, it’s not always necessary.
What PSG Research Tells Us:
The Reason Customers Choose a Body Shop:
This research is further validated by the prominence of other factors that influence a customer’s decision that can be directly related to a shops’ customer experience. While convenience is important, the highest ranking factors continue to be those related to the service a shop provides and their reputation in the market
Q: "What Factors Influenced Your Decision to Choose this Shop?"
This should be a clear sign from the customer that the experience is more of a driving factor than any other type of marketing effort for a collision repair shop.
