Agero Insights

At Agero, we service over 30,000 roadside events everyday. About 40% of these are simple roadside events, like a flat tire or a battery jump. However, the majority of events require a tow, most commonly caused by a mechanical breakdown and likely requiring repair, which typically runs $650-$1100.

These events offer opportunities to create positive customer touchpoints. To better understand these opportunities, and help our clients take advantage of them, we interviewed real customers about their repair experience following a disablement.

We found that when it comes to the vehicle repair, customers are unsure of where to bring their vehicle, unclear on the cost and timing of the event and frazzled by the disruption to their day-to-day and the expense. This can lead to frustration with the entire process. However, there are opportunities within both roadside and repair experience to provide support and smooth the way.

Speed, Service Quality, And Spend: What Matters Most To Drivers When Selecting A Repair Location

Respondents reported time to repair, trust in the work being done, and cost of service as top factors in determining site selection. One of the primary customer concerns was the total amount of time they would be without their vehicle. As a result, customers often call potential repair sites even before contacting a tow service provider to determine bay availability and estimated time to repair.

However, quick turnaround is not the only factor. Vehicles are one of the most expensive assets that people own - and they’re choosy about who they trust to repair them. Customers look to friends, family, community members, and online reviews to educate themselves on their repair options.

Once customers arrive at the repair location, they build on this information with first person experience. Are there certified technicians present at the location? Is the problem explained in a way that is easy for them to understand without overly technical jargon? Does the staff refer to the customer by name and do they ask repetitive questions? Each touchpoint is an opportunity to build trust and demonstrate quality of service.

Although they don’t want to be overcharged, respondents did indicate a willingness to pay for speedy service that they could trust. However, customers' expectations and experiences on repair costs are quite varied. Most expect repairs to be “expensive” but their definition ranged from $200 to $2200! There is an opportunity to build trust by setting expectations and educating the customer about the cost of repairs.

Re-Imagine The Repair Experience With The Right Information And The Right OFFERINGS.

There are several opportunities to better support drivers as they navigate from roadside to repair. It’s worth noting that, from the perspective of study respondents, roadside providers and repair facilities win together. That is to say, the quality of service from the tow service provider and repair service technician impacts a customer's willingness to renew with their current roadside assistance provider.

“I really like [roadside assistance brand] - I don’t even know what it costs, but I know they have helped me out so many times… I can just count on them… I can trust them, I can rely on them… We’ll renew them. And I’m gunna get them for my daughter too.”
-Research Respondent

With that in mind, it is important to invest in the customer repair experience. Easy access to accurate local repair shop information can help support customers. In addition, customers reported that repair warranties, certified technicians and loaner vehicles were impactful to their overall repair experience. 

Repair warranties help provide peace-of-mind for customers. When prompted, many respondents seemed confident that their repairs were covered by a warranty, however often the terms were not explicitly outlined and details were not provided on the coverage window or inclusions. This suggests an opportunity to better communicate and advertise repair warranties to potential customers. Loaner vehicles also had an outsized impact on customer’s’ perception of the repair. One respondent noted that the loaner vehicle justified the cost of the repair because it minimized disruptions to their daily life.  Sharing these additional details with customers will help them make an informed repair choice and can improve their overall experience.

For customers, it’s important to note that their journey doesn’t end once their car is repaired. Repair sites and customers alike could benefit from the creation of feedback loops, such as surveys, to assess the customer experience and implement changes as needed. Membership programs and discounts for future services can also go a long way toward increasing trust between customers and stakeholders.

Delivering a smooth repair experience creates one more opportunity to connect, support and delight your customers

Drivers and automotive industry professionals alike share a common goal: a smooth ride. Occasionally, however, there are going to be bumps in the road and opportunities exist to facilitate a brand building repair experience.

Are you taking advantage of these opportunities to convert brand advocates? Connect with your client success manager to learn how Agero can support you in enhancing the repair experience.