Shop View: Aeschbach Automotive
1. Ever-Growing
Aeschbach Automotive opened roughly 10 years ago, when Josh Aeschbach was inspired to create a space that not only repaired vehicles but also helped to educate customers during the process.
“Josh’s big problem with [the industry] was seeing the disconnect from inside the shop to the customers; and the customers going in and knowing nothing about their car and then leaving still knowing nothing about their car,” explains Stacia Aeschbach, Josh’s wife, as well as co-owner and office manager of Aeschbach Automotive. “He wanted to offer something that changed that in our area.”
Over the past 10 years, Aeschbach Automotive in Middleton, Wis., has had strong success and immense growth.
“Josh started [the business] off in a storage unit in the middle of the country,” Aeschbach says. “It’s just grown from there, knocking down walls, taking over different units and making it into everything it is.”
Even in the past few years the shop has grown, Aeschbach Automotive has added four more bays.
Josh and Stacia currently rent their building, but are looking to purchase or build in the next three years, to continue their growth.
2. A New Perspective
Stacia began being involved in the business over two-and-a-half years ago. She originally worked in the financial industry, but switched over after meeting Josh. Stacia brought some of her expertise and customer satisfaction skills to the shop and began looking at the space from a “woman’s perspective.”
“What’s something I notice that maybe a man doesn’t notice, or someone who’s been here 24/7 necessarily wouldn’t notice,“ she explains in regard to her thought process. “What’s it smell like, what’s it feel like, how’s the atmosphere?”
She has since made the front counter area more customer friendly, and updated the waiting room by having a Keurig brought in as well as some snacks and treats for the patrons. She also makes sure the space is clean and vacuumed all of the time, to add to the shop’s comfort.
“It’s kind of like walking into Walmart or Target; half the time, which one are you going to choose?” she says. “It’s because of how you feel.”
She has also brought her experience of being a mom into the space, by including a kids’ area with coloring books, crayons, a car mat and tons of toys.
“Being able to include the mom perspective into everything helps,” Stacia says.
3. Secluded Space
The waiting room at Aeschbach Automotive is completely separate from the shop’s front office. Stacia says this layout helps to make guests feel comfortable and private. Customers are able to connect to the Wi-Fi, relax and possibly get some work done.
“If you have your kids with you, you don't have to stress out about them bothering the guys up front,” she says. “You can have a phone conversation (in the waiting room) and not feel like you are talking over the advisors or anything.”
She explains that there is also a side door to the outside in the waiting room, so customers can go outside for a walk if they would like while waiting for their vehicles.
“The feeling is when you're here, you feel comfortable,” she says.
For those customers that don't want to wait for their vehicles, Aeschbach says that they offer a shuttle service or Uber to their customers, Aeschbach Automotive also has eight loaner cars.
4. Extra Company
Together, Josh and Stacia have a total of three young kids and a dog—a shop dog, to be exact. Their dog, Jaxson, was an addition to the family to help teach the kids responsibility, and has now become a favorite member of the shop.
Stacia says she also read articles that animals boost employee morale and make people happy, whether it be customers or technicians.
“That dog can put a smile on anyone’s face,” she says.
Jaxson is a little over a year-and-a-half old, and still a little crazy, Stacia says, so he doesn’t hang out as much in the waiting room.
“He is a 90-pound lap dog; he just wants people to hold him,” she says. “So he’ll keep pushing up against someone until they give him a hug.”
