Trust, Transparency and Retention

DVI is one of the most effective tools in a service centre’s arsenal today

One of the biggest game changers for independent servicecentres over the last 15 years, has been the implementation of digital vehicle inspection technology (DVI). Today, customers can receive photos, videos and simple diagrams regarding a particular issue with their vehicle almost instantly, sent via SMS text or email. For customers it provides a clear, visual view of their vehicle and the work required in a convenient and easy access manner. For the service centre, including the service advisor and the technician, it enables greater trust and transparency, enabling the customer to make more informed decisions regarding the repair and keeping them in control of their money.

How it’s implemented

Yet how service centres implement digital vehicle inspection technology and how their staff are trained to use and leverage it, is what makes all the difference.

Emily Chung, current President of the Automotive Industries Association of Canada (AIA Canada), who is also a former licensed automotive technician and shop owner, says that her facility was one of the first to adopt DVIs in the area. “When we did, it made a profound difference and I saw a significant increase in Average Repair Order and customer satisfaction.”

She notes that even today, many customers can’t judge the condition of the vehicle themselves, and 43% of Canadians say they are have little to no knowledge about how their vehicle works and parts that need maintenance or replacement.

That’s where DVI technology can make all the difference. Chung notes that photo and video analysis of anything from a worn brake pad to leaking seal can make a service or replacement recommendation clear in the customer’s eyes the way a phone call never could.

Instead of the shop asking the client to blindly trust them regarding the repair, they’re able to show the client exactly what the issue is with the vehicle, which takes away the fear of being taken advantage of.

Shifting conversation

The result is a shifting of the conversation and dynamic between customer and shop. Instead of the shop asking the client to blindly trust them regarding the repair, they’re able to show the client exactly what the issue is with the vehicle, which takes away the fear of being taken advantage of—a stigma which for decades, often plagued the automotive aftermarket service sector.

DVIs become particularly valuable in enabling customers to work with shops in prioritizing the work the vehicle needs into urgent and not so urgent categories. This is especially true during uncertain economic times where consumer budgets are tighter and a dollar needs to stretch further. The result puts customers in control of their money, allowing them to properly plan for and schedule repairs based on requirements and do so while not feeling pressured by the service centre.

The result, notes Chung, is that the shop is able to maintain and build upon the relationship between themselves and the customer, rather than losing a client to another business due to lack of trust.

More vital

On many late-model vehicles, added complexity means that a vehicle inspection is more vital than ever before, particularly when it comes to aspects such as suspension and ride control, which can quickly have a detrimental impact on vehicle performance.

At Mevotech, Victor Moreira, Director of Technical Training and Support, explains that the nature of modern suspension designs—including fully-independent multi-link setups that often use lighter components from the factory—means there is a greater propensity for regular inspection, maintenance and repairs. “Service centres need to look beyond simply identifying and replacing a worn part,” he says, noting that today’s suspension systems are not only more complex in terms of design and the number of parts they incorporate, but are also increasingly connected to ADAS, braking and stability control systems.

“A proper vehicle inspection needs to look at the complete system, identifying the root cause of the wear and catch related issues before they lead into additional repairs,” Moreira explains.

Clear communication

He notes that in today’s economic environment, where many consumers are more closely watching their money, clear communication between them and the service centre is essential. “Customers want to understand what needs to be replaced, why it matters and where there may be value in addressing related components at the same time.”

With that in mind the objective should be to not only ensure the vehicle is properly inspected, and that the customer can clearly see what’s needed to be repaired and or replaced (including both when and why), but that the client has confidence in spending the money required, because it has been clearly and properly explained to them.

Building a vehicle history

Besides providing clear, visual opportunities for customers to see what work needs to be required, enabling them to build trust with service providers, digital inspections also help with long term retention and shop profitability by building vehicle histories. “Saved inspections show how components change over time, such as brake pads going from 4mm thickness in the spring to 2 mm in the fall,” explains Emily Chung. “With Canadians keeping their vehicles longer, that record helps customers make informed decisions about an aging vehicle and gives the shop a natural reason to follow up on deferred items.”

Nevertheless, she stressed that at the end of the day, DVI is only as good as the communication behind it. “The technology is a tool,” says Chung, “not a replacement for the relationship.” As a result, she explains that shops need to train their staff with DVI so that each inspection is tailored to and results in an outcome that works for each customer. Taking this approach offers a distinct advantage in that it provides the customer with the information they need, presented to them in a way they understand—whether that’s wanting every photo or measurement, or simply wanting to know the bottom line for the repairs required and a priority list of which work needs to be done and in what order. “Paired with proactive reminders,” says Chung, “DVI helps independent shops close the gap with dealerships when it comes to communication, while at the same time giving them an edge [with their customers] in terms of value and trust.”