Nearly 70 percent of motorists surveyed by the nationwide RepairPal certification network cite the costs associated with auto repairs and the challenge of locating a trustworthy service center as the two main factors they hate most about taking their vehicle into the shop.
“Based on our findings, it has become clear that there continues to be issues around trust, making repair shop certification paramount,” says CEO Art Shaw, adding that a history of a “few bad apples” and subjective pricing has made many consumers nervous about trusting repair shops. And 80 percent of RepairPal Certified shop owners surveyed report that they are personally aware of motorists being taken advantage of by unscrupulous industry participants.
Results of RepairPal’s 2014 consumer survey, which polled 2,532 people who own or lease a car, include:
- More than half of respondents (52 percent) still believe they’ve been ripped off at an auto repair shop, though that figure is down from 2013’s survey (66 percent).
- 68 percent feel the costs associated with repairs and finding a trustworthy mechanic are what they hate most about taking their car to a repair shop.
- 61 percent believe mechanics perform more unnecessary repairs for women than men; while down from the previous year’s results (77 percent), this continues to be a major issue within the industry.
- Respondents significantly value certification of quality and a knowledgeable staff (59 percent) over the convenience of a particular location (4 percent).
- More than half (56 percent) say they research suggested repairs before agreeing to recommended services.
- Roughly half of respondents (49 percent) rank unexpected automotive costs as a top cause of financial anxiety, on par with fear of unemployment (52 percent) and emergency home repairs (50 percent).
- A whopping 64 percent admit they do not include costs associated with automotive maintenance and repairs when planning their budgets.
- 16 percent spend more than 10 percent of their income on car repairs (planned or unplanned).
- When purchasing a used car, respondents report the quality of previous maintenance (58 percent) considerably outweighs the importance of the selling price (16 percent).
- 85 percent say they would rather live without their smartphone than their car.
- The majority of respondents (75 percent) take their car in for evaluation immediately or within a week of the “check engine” light comes on.
Steve Moretti, RepairPal’s vice president and general manager of business development, recently answered a series of questions posed by Aftermarket Business World:
Q: What are the details and qualifications for becoming a RepairPal shop?
A: The minimum qualifications to become RepairPal Certified are:
- Offers quality mechanical repair
- Been in business more than 6 months
- Participates in ongoing training and/or ASE certification
- Offers a 12-month/12,000 mile warranty or more
- Charges fair prices
- Delights their customers
Q: How much does it cost to become a member?
A: Shops pay a monthly fee to be part of the RepairPal Certified Program. The fee includes the shop’s RepairPal Certified branding, exposure on our website RepairPal.com along with multiple partner websites (Cars.com, AARP, etc.), and a license to our RepairPrice Estimator tools. All calls and email appointment requests that shops receive from consumers are included in their monthly subscription fee. In addition, shops can sign up for our optional towing program where they pay a fee based on the number of tow-ins they receive. We help our shops attract, convert and retain customers.
Q: What does your membership inspection entail?
A: First, the shop must complete a technical assessment covering all components of the repair process. This starts with a thorough review of the technicians and service writers, including their experience, tenure, training and industry certifications. The assessment also covers the tools and equipment deployed at a shop, reviewing the state of technology the shop brings to the repair process. The technical assessment also covers the quality of the parts that will be used in repairs, as high-quality parts are critical for high-quality repairs. RepairPal knows the difference that each of these factors makes, and requires support documentation that backs up every section of the assessment.
Second, to stand behind the quality of their work, RepairPal Certified shops must offer at least a 12-month/12,000-mile warranty on all repairs and services.
Third, RepairPal conducts a comprehensive survey to allow only shops with the highest levels of customer satisfaction into its network. RepairPal extracts a verified customer list directly from the shop’s computer system to avoid manipulation and hires a third party to rate their experience at the shop. All shops receive a Net Promoter Score, a customer loyalty metric used by companies worldwide. RepairPal Certified shops’ NPS scores rate comparable to and often higher than companies like Apple, Amazon, JetBlue and Wal-Mart.
Fourth, fair prices are important. Unfortunately, many people have been ripped off by auto repair shops in the past. RepairPal invested considerably to build a price estimator that transparently provides a fair price range for hundreds of repairs on nearly every car built since 1990. RepairPal Certified shops honor the price ranges quoted in our estimator, so customers can have confidence that they are paying a reasonable price for quality work.
Q: You’ve said that more female technicians are needed; why is this so, and how is recruiting more women into the industry being addressed?
A: We are aware of the need for increased women participation in automotive repair and show our support multiple ways. Jill Trotta, our director of certification, is actively involved in the industry and helps champion our efforts here as she is an executive committee member of the Women’s Board Car Care Council. Our vice president of customer success, Kathleen Long, is also a member of the board. In addition, we are also sponsoring a scholarship this year for a woman pursuing a career in the automotive industry.
Q: Do you have a program to encourage female applicants?
A: We encourage all high-quality shops to apply for our program. Through Jill and Kathleen’s efforts, we certainly get exposure to female shop owners and executives within the industry, but we don’t have a specific “program” for female shop owners. All shops that apply to become RepairPal Certified are measured consistently based on the standards we have set within the program.
Q: What is your AARP program?
A: With the RepairPal Certified Program for AARP Members, shops can receive exposure to new potential customers through AARP, a nonprofit organization that serves up to 37 million members who are age 50 and older. AARP chose RepairPal so its members can benefit from having their cars serviced where trust, quality and value go hand-in-hand. AARP members also receive 10 percent off car repairs and services, up to a maximum discount of $50 per visit, at participating RepairPal Certified shops. Participating shops are listed not only on the RepairPal website, but also on the AARP member discount site as well.
Q: What does your towing program entail?
A: RepairPal’s optional performance based tow program can send additional business to a shop when car owners in need of a tow call their insurance company (such as State Farm, Nationwide or Progressive) for a recommendation on a great shop.
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