Motorists recommend workshops that seek approval
Castrol conducted a survey of 1,000 motorists in UK, to determine factors that make them most likely to recommend a vehicle workshop to family and friends
The factor mentioned by more respondents than any other is that the workshop “explains and seeks approval for any work required, before that work is carried out”
Next most important factors are that the workshop represents ‘good value’ (mentioned by 33%), ‘only carries work out when necessary’ (32%), and is in a ‘convenient location’ (31%)
Least likely to influence a recommendation are the provision of free WiFi, finance to pay for servicing in stages, and free hot and cold drinks
A new nationwide survey commissioned by Castrol in the UK, has identified that motorists are more likely to recommend a workshop that ‘explains and seeks approval for any work that is required, before that work is carried out’ (cited by 34%). As a factor influencing workshop recommendations, this rates even more highly than the workshop being seen as offering ‘good value for money’ (cited by 33%), and the workshop being ‘in a convenient location’ (31%).
The survey also highlights potential concerns about servicing costs and the need for workshops to explain planned work, with 32% saying they would recommend a workshop that ‘only carries out work on my car that is really necessary’.
Workshops that offer a positive customer experience were also more likely to be recommended by consumers – 29% of the respondents would recommend a workshop that ‘explains in full the charges for the work carried out, when I collect the car’, while 25% would recommend a workshop that has ‘friendly staff’.
The survey also identified factors that have the least impact on motorists’ willingness to recommend a workshop. Only 4% say they would recommend a workshop because it provides free WiFi, and 5% if it offers hot and cold drinks. Workshops concerned about the rising costs of providing courtesy cars for customers will be reassured by the fact that only 6% would recommend a workshop because such vehicles are provided.
Layla Yebaile, Service and Maintenance Marketing Lead at Castrol said: “With more consumers looking to reduce their household expenditure in response to the rising cost of living, it’s important to encourage motorists to continue with essential service, maintenance, and repair work to ensure the safe and effective operation of their vehicles. Our survey provides interesting insights into factors that are more likely to drive recommendations that will help to increase workshop bookings, as well as ways to maximise customer retention.”
The Castrol SERVICE network provides training solutions and marketing offers to increase and retain customer traffic and enhance upselling opportunities, as well as issuing workshops with a third-party certification from TÜV. Currently, there are 236 branded Castrol SERVICE workshops across the UK, which receive a host of benefits, such as marketing support and the ability to offer drivers a free warranty on any vehicle serviced using Castrol lubricants.