Streamlined digital communication gives garages a ‘strategic advantage’

Garages that embrace video validation, digital invoicing and other streamlined approaches are seeing major customer retention gains, according to industry experts – but businesses that don’t offer that level of interface risk being left behind, they warned.

According to research from management consulting firm McKinsey, 71% of consumers expected personalised interaction with companies as early as 2021, with a further 76% expressing frustration if they didn’t get the kind of communication they expected. The wide-ranging study, which didn’t focus specifically on the automotive sector, also found that personalisation was helping fast-growing companies derive 40% more revenue than other similar enterprises.

Many in the franchised dealer network have already embraced the change. Digital communication provider CitNOW reported that users of its services sent 24% more aftersales videos in 2023 compared with the previous year, with the watch rate also up by 17% for the same period.

Building trust

Garages must take the initiative if they want to avoid being on the wrong side of the equation, warned Marco Lagomarsini, EMEA Marketing & Communications Lead – Workshop Solutions at aftermarket provider Delphi: “Customers increasingly expect the same transparency and professionalism from workshops that they receive in other service sectors.”

The company uses a new platform known as DS-CLOUD, integrated directly through DS-Hub. “By automatically backing up every diagnostic scan, pre-repair check and post-repair confirmation, Delphi’s DS-CLOUD gives workshops a clear, time-stamped audit trail of the work carried out. Reports can be quickly exported as PDFs and shared with customers to validate the diagnosis, explain recommended repairs and demonstrate the results once the job is complete,” Lagomarsini said.

The potential benefits are measurable. “Clear communication, digital validation and easy-to-understand records all help build trust, repeat business and ensure the ultimate in customer confidence,” Lagomarsini said. “This level of visibility helps garages and workshops reduce disputes, improve understanding and enhance customer confidence in their recommendations. Plus, storing diagnostics sessions in the cloud also creates long-term value.”

Retention, reputation, revenue

The other benefit is greater efficiency, said TechMan Sales Director Leo Freebairn: “Garages and workshops that embrace transparent, streamlined processes not only strengthen trust but also unlock significant efficiency gains. This is where digital systems – particularly video validation, automated communication and integrated invoicing tools – are becoming invaluable.”

Transparency is “built into the workflow” of TechMan’s own garage management system, Freebairn continued: “Features such as digital job authorisation, MOT reminders and the Customer Portal give motorists clear visibility of what their vehicle needs and why. Tools like integrated videos allow technicians to show customers issues in real time, replacing uncertainty with clarity and helping to reduce disputes or delays in approval.”

Then there’s the operational side. “TechMan’s digital invoicing, accounting exports and parts lookup streamline admin and allow front-of-house staff to present accurate, consistent information at every touchpoint. Plus, TechMan’s expert technical support team can access information quickly, so no time is lost when customers are waiting.”

Freebairn concluded: “Garages can deliver a more professional, trustworthy and efficient experience by combining transparency with seamless digital processes. For businesses looking to improve retention, reputation and revenue, adopting tools like TechMan isn’t just an upgrade – it’s a strategic advantage.”

‘It is our everything’

One TechMan customer is Surrey and West Sussex independent chain CCM. Operations Director Tina Drayson said: “Being digital and embracing new technologies has allowed us as a business to track and measure key data, which ensures we are more efficient and productive and as a consequence provide a better customer experience. This has led to growth within the business and a better consistency of service across all of our sites.”

She added: “It is our everything. It has our entire customer database on board and all the tools for techs and front-of-house to carry out their day-to-day activities. We could not function without it.”

Read more about the biggest and most important industry trends.