Research Backed Strategies to Improve Customer Trust and Acceptance

As you may already know, AutoNetTV conducted a survey of vehicle owners across the United States to gain greater insights into their service choices and behavior. If you’re interested in downloading this report, you can access it HERE. From this research, we learned the percentage of customer responses that rate their preferred service provider as having a high level of honesty is nearly double the same response for the industry. This is probably why nearly 62% of those we surveyed said they always go to the same provider.

Trust is built from relationships and experiences. And communication is the foundation for both. There’s an old expression that most people don’t want to know how the watch works, they just want to know the time. So, finding that right balance is key for anyone who interacts with customers at service facilities. Give them too much technical information and you could overwhelm or confuse them, leading them to mentally distance from you and your message. Give too little information, or with not enough context or personal application, and they might feel you aren’t interested in the well-being of them or their vehicle.

Much research, include AutoNetTV’s research that reviewed different forms of messaging, and decades of testing video content with consumers and professionals, has shown core elements that help structure messaging around critical elements to convey key takeaways that resonate with your customer audience. Messaging is best when centered around what, how, and why. Let’s dive into each aspect for your automotive service discussions.

“How” is another high-level discussion on how this issue impacts the vehicle owner, including the problems of not having the service or repair performed. “How” explains the impact on the vehicle and the driver's experience. If brake pads are worn, stopping distance increases and safety decreases. If a dirty air filter is left unchanged, systems work harder, costing more in the long run. Help the customer see the consequences now and in the near future. Use phrases like, 'You might notice it takes longer to stop at a red light,' or, 'You could experience musty smells in your cabin air.' These are relatable and make the issue feel immediate and real.

And finally, “why” focuses on the importance to the vehicle owner that would motivate them to act on your recommendation. The why usually focuses on the benefits the customer receives, such as improved safety, better performance, long-term savings, or warranty preservation. “Why” taps into the benefits and emotional triggers that matter most to the customer. Emphasize safety for their family, confidence in their daily commute, and the peace of mind that comes with a well-maintained vehicle. For example: 'Replacing your brake pads now ensures your family’s safety and avoids a costly rotor replacement later.' Connect the recommendation to the customer’s values—reliability, longevity, and avoiding unexpected breakdowns. When they see the personal benefit, they're more likely to act.

What, how, and why help to tell a story. Stories and visuals help the brain to quickly understand and make sense of complex information. Visuals and stories are engaging and memorable. They align with how the human brain naturally processes information. Neuroscience shows that our brains are wired to understand narratives—when we hear a story, more areas of the brain light up compared to when we hear isolated facts. This heightened activity helps the brain build connections, making information more meaningful and memorable. Visuals and stories also help people to understand more quickly and easily, which reduces their barriers to purchase. People buy things they understand, which is why an educated customer buys more.

When you combine a clear narrative (what, how, why) with visuals, you not only educate but also inspire action. You reduce friction in decision-making by making the invisible (like internal engine wear) visible and understandable.

AutoNetTV’s research presented vehicle owners with information by text, audio, and video. AutoNetTV videos were found to increase their awareness of, understanding of, confidence in, and desire to obtain services from the professionals who showed or shared the videos with them. The videos also increased their desire to return to service facilities that showed or shared the videos. Knowing that certain tools and techniques can increase both the customers’ desire to obtain a service, and their trust in employee recommendations of services, by over 90% is a game changer for any auto professional who interacts with customers.

For more information contact our customer success team at (801) 492-9900 or email us at info@autonettv.com.