‘Good value’ is the most important factor driving recommendation of vehicle workshops

A new nationwide survey commissioned by Castrol has found that over half of UK car owners now consider offering ‘good value’ as the single most important factor that would prompt them to recommend a vehicle workshop to family, friends or colleagues.  

The findings suggest recommendation can play a key role in driving workshops’ customer loyalty and profitability. Significantly, the survey found that 36% of car owners would be willing to pay more for work that was carried out by a workshop that was recommended to them, emphasising how customers appreciate quality as much as affordability when considering ‘good value’.  

According to the survey*, 53% of motorists are most likely to recommend a workshop that is ‘good value and does not appear to charge an excessive amount for the work carried out’, highlighting a desire for transparency when pricing jobs. This figure has risen from 45% when Castrol last carried out similar research in 2022. 

As a factor influencing workshop recommendations, ‘good value’ rates even more highly than ‘workshops explaining and seeking approval for any work that is required before being carried out’ (46%), and the ‘workshop being in a convenient location’ (36%).  

The survey also highlights the importance of workshop staff not using confusing terminology when communicating with customers. Over a quarter of respondents (28%) would recommend a workshop to family, friends and colleagues that ‘doesn’t use jargon when explaining the work they have done, or want to do.’  

Workshops that provide a courtesy car, whether for free or for a small charge, were more likely to be recommended by 17% of consumers, while workshops with short waiting times when customers arrive to drop-off and pick-up their cars would be recommended by 15% of the survey’s respondents. This highlights that convenience also plays a role in customer recommendations.  

Henning von Rheden, Brand & Comms Director, Europe at Castrol, said: “Customers are increasingly conscious about quality, value and transparency when work is being carried out on their vehicle. Our survey highlights how a strong customer focus can help drive business and retention, assuring workshops of repeat custom.”