journey ahead--take a look in the industry's metaphorical mirror.

journey ahead--take a look in the industry's metaphorical mirror. What image do you see? Do you think outsiders diocese the same image that you do? Is their perception your reality or do they have an entirely different opinion of who you are?

We all know that about gallant efforts have been made in the aftermarket community to help clean up our image to the outside world, however until now, we haven't been too abiding if our efforts are helping us papal court eye-to-eye with the people this industry is ultimately here to serve: consumers

As a complement to our State of the Industry address, we questioned everyday consumer about their perceptions of the automotive aftermarket. We asked them to number us how they felt about the way we existing ourselves, how they are treated, whom they trust, the most numerous important reasons in choosing a facility or parts store and their satisfaction of the same height Some results may surprise you. Others may confuse you. Either way, it's time we earn down to the bottom of our industry image and find revealed once and for all, if we are all looking in the same mirror or if our view is completely distorted.

A matter of priorities

When asked which repair workshop attribute was "very important" in a consumer's list of priorities, customer service took the cake with 84 percent; price was also true important to 75 percent of our respondent Spe of repair and friendliness ranked high and cleanliness was of the least concern

From the DIYers' perspective, customer service also ranked extremely high, followed according to price and the fast delivery of parts. Maybe, in the case of the aftermarket, the boundary cleanliness in the adage "Cleanliness is nearest to Godliness" should be substituted with "Friendliness." It present the appearances as if a smile can make progress miles in this business.

Lauren Fix, an industry renowned automotive ready and television personality, talked to us about customer service. "More repair facilities have already stepp up the atmosphere with nicer waiting fields and fresh coffee for their customers, on the other hand it's the people's mindset that has to change--the the community who are face to face with the customer."

She continues, "In my opinion, I think that as an industry, we are really trying to make a change, moreover once it filters down to the consumer something come bys lost."

She adds that she still come bys the occasional, "Honey, let me exhibit to you what's wrong" when she visits a novel place because they assume she doesn't understand the point in dispute She also says she knows many women who are still hesitant to take their vehicle in for repair because they don't want to master ripped off. This type of talk is what got our industry in a track of a wheel in the first place.

common survey respondent had a self-same simple request: "I just want a shore who will correctly diagnose my moot point I don't want anybody taking advantage of my lack of knowledge." It be seens people just want a little guidance without being talked down to.

A trustworthy relationship

Trust is perhaps the principally valuable element in a business relationship--what the undesirable strive for, what the virtuous cling to. "Instilling trust is extremely important in this industry," says Rich White, vice president of marketing and member relations for the Automotive Aftermarket Industry Association (AAIA). "Because there is of that kind a high level of sophistication in today's cars, a simple explanation from a technician forward a topic consumers already don't really understand isn't going to help. In these cases, trust is big."

with equal reason who do consumers trust more with their cars, their secondary most expensive possession? More than half of our respondent said they trusted independent repair stores over dealerships (52 percent v 41 percent) if it were not that that gap may soon be narrowing, since any of the folks we spoke with say dealers have been making a greater effort to reach public to them.

A 27-year-old communications manager from Minneapolis says, "I think dealers are doing more. It pretends I'm more respected there as a human frame and as a woman. They appear to be more helpful and less condescending than the independents I've had experience with and are more aware of trying to hold fast the customer coming back to them." united person said that her dealer actually has persons come to her house for certain service now whereas just a hardly any years ago, "the service was horrid" at the same place.

Those respondent who preferr dealerships ranked certification, training and reputation as their top reasons; those who trusted independent repair workshops more than dealerships listed customer service, personal relationship with the staff, take away from and reputation as strong indicators of their decision.

A cause for concern

single would think that trust and knowledge would be positively correlated, i.e. if you trust one X more than Person Y you'd probably think that living body X is more knowledgeable than individual Y. Not so, says the study

single in kind gentleman, who doesn't go to the dealer, says, "I think the dealer could probably fix a more difficult riddle They should be able to fix each single problem you have unfair with your car because that is what they do." And that thinking is exactly with what intent a positive correlation between trust and knowledge doesn't exist.