The Road to Inclusive Workshops
Castrol study identifies five key steps to help create a more inclusive workshop experience.
Recent research from Castrol finds that there is significant opportunity to make automotive workshops more inclusive, from first impressions through to post-service engagement.
The Castrol study titled, “The Road to Inclusive Workshops”1,focuses on different people’s perceptions and experience of independent workshops and is the first in a series of studies exploring how workshops might enhance their approach to inclusivity.
This first study which was conducted across seven markets: China, Germany, India, Malaysia, Poland, Thailand, and the United States, focused specifically on women’s experiences at workshops and identified five steps that workshop owners can consider taking to create more inclusive workshops, and hopefully attract a wider customer base.
Arriving at the workshop: Ensure customers feel more comfortable right from the start: with parking, clear signage and clear communication.
Entering the workshop: Provide a designated reception area, that is inviting, clean and well lit.
Vehicle repairs: Build trust with respectful communication and transparent pricing.
Waiting for the vehicle: Create a comfortable environment away from the shop floor with amenities.
Post-service and after-sales: Continue communication during and after the transaction, with additional services provided to help secure future business.
Overall, the message from the research was clear; across cultures and geographies customers (particularly women in this case) are looking for high quality, professional, and trustworthy customer service.
Nicola Buck, Chief Marketing Officer, at Castrol says: “Our ‘Road to Inclusive Workshops’ study series is another concrete step in this direction. The first study in our series explores the experiences and expectations of what female customers want. Based on these findings we’ve identified how workshops can adapt their current offers and create more inclusive workshops. While there is still much more to do, both across our Castrol branded network and the industry generally, we hope this research will help improve the experience for all our customers and opportunities for workshops as well.”
Helping workshops navigate the road to inclusivity
To help workshops put these key learnings into practice, Castrol has developed a five-part micro-learning experience. This program will be supported with printed and digital materials to reinforce the training, as well as consumer communications that hope to demonstrate workshop commitment to providing a better quality of customer service.
To find out more, please visit: https://go.bp.com/YBZqJ