ATI Fall ShowCase: Briggs: The Complete Consumer Journey—Do You Have a Yellow Brick Road?

In the morning session at ATI’s Fall Showcase, Lauren Briggs, sales and marketing director of NAPA Auto Care, took attendees on a walk-through of the service pipeline through the eyes of the customer. 

Using data, humor and a step-by-step approach, Briggs encouraged shop owners in attendance to seek paths that create the most convenient service experience in the most personalized way to keep customers happy and returning.

One of the most telling statistics Briggs presented from the stage was the peril customers face when confronted with a repair order. Citing the national average of $652 per repair order, Briggs said 36% of Americans can’t come up with the money to cover even a $500 repair situation. In an effort to not turn away good customers, Briggs told shop owners to consider offering financing to ease the minds of their customers. 

Briggs also hit on topics such as using DVI to create trust—which she supported with a humorous video poking fun at customer bewilderment with shops—making drop-offs and pick-ups painless, asking for reviews and engaging with reviewers.

In closing, Briggs said shops need to master continuing the relationship after the work has been completed. Small things like acknowledging customer birthdays, sending service reminders and staying in touch with mailers and messages are key to creating a fulfilling customer experience.