Your car is bleeding … I mean, leaking.
With many hospitals tied to universities for medical education and hands-on instruction, the amount of doctor-patient research on successful interactions is extensive. Unfortunately, the same can’t be said for automotive service advisor research. However, there are many correlations between the two professions that allow us to take things learned from the medical care field and apply them to our car care industry. After all, both come down to human interaction in making decisions that balance cost, safety, wellbeing, and lifestyle.
Abundant research shows patient education leads to more positive outcomes, by allowing patients to participate in their treatment. If the person understands the “why” behind recommendations, they’re more likely to take responsibility and make decisions that lead to improved results.
One study, found on the National Institute of Health (NIH) website, states, “Physicians must promote patient education and engagement through improvement in patients' health literacy. Health literacy is defined as the capacity to seek, understand, and act on health information … Health literacy is the primary responsibility of physicians … including … communication style, content, modes of information provided …”. Studies further suggest doctors should provide clear and profound information about the issue, prognosis, recommendations, expectations, and the patient’s involvement in the process. Doctor reviews, both online and in follow-up phone surveys, highlight bedside manners (listening, empathy, compassion, etc.) and education (communication style, content, and mode) as the top factors in determining the rating given.
The people who visit doctors are the same people who visit automotive service facilities. They often have similar, albeit greatly reduced, attachments to and needs for their vehicle as they do for their body. People rely on their vehicle for day-to-day necessities, including urgent medical appointments. And with recent increased inflation, making informed decisions that improve the life of, and reduce unnecessary expenses for, their vehicle have become more critical to the average consumer. Your “bedside” manners include simply being a relatable and understanding person, concerned with the wellbeing of your customers. Don’t hesitate to show and express sincerity with your words and nonverbal communication. As the expression goes, “People don’t care how much you know until they know how much you care”.
Combining sincerity in your customers’ best interests with effective communication (Car Care Education) yields better outcomes for both the customer and your service business. What’s good for the customer, and their vehicle, is also what’s good for you. Customers who understand their vehicle needs, in easy-to-understand language (enhanced significantly by visual aids such as AutoNetTV’s Car Care videos and animations) are far more likely to accept your maintenance and repair recommendations. As found in AutoNetTV’s Automotive Service Report, a nationwide survey of vehicle owners, the #1 response to the question “What actions can be taken by a Service Advisor to improve your trust in their recommendations” was “Give more detailed information of services and parts provided”. And, when shown an AutoNetTV service video, 95.7% of survey respondents said it increased their comfort with accepting automotive service recommendations.
Sure, you may not perform organ transplants or heal broken bones, but proper automotive service truly saves lives by ensuring the safety of everyone in and around each vehicle on the road. Your services are both technical and personal. Your service is valuable. People depend on what you provide for them. And you can help them to both feel and understand that importance with each interaction.
Read the whole Automotive Report Part 1 and Part 2
AutoNetTV Team
Call us (801) 492-9900 or send us a message to info@autonettv.com
