6 ways to give your customers a great repair journey


No one wants to get their car fixed: it costs money and/ or time. At least when a customer is insured he or she does not have to go through the pain of having to pay for that scratch or massive dent in the back door, but still the process of having your car repaired can be challenging.

First of all because in general, a customer does not exactly know what the process looks like: things that are unclear tend to take up a lot of mental space and car damage is not something that occurs regularly. Secondly, having a car repaired generally requires a customer to visit a body shop multiple times (assessment, car delivery, pick up) at a remote location.

Instead of the repair process being very functional, what if you could make it so good that you can use the ‘repair experience’ (a.k.a. the moment of truth in the consumer’s perception for all the premium that has been paid) a vital part of the proposition of your car insurance product? And, as a plus, use this experience as a driver for decreasing the total repair costs?

Here are some ideas to make the repair journey for your customers easy, predictable and a moment of service:

  1. Online damage report

Have your customers report their damage online, so body shops can use the data for a preliminary assessment and plan the repair efficiently. This already eliminates one body shop visit.

  1. Seduce customers towards the steered process

The customer’s deductible can be an effective manner to have more customers choose for the steered process versus a body shop of their own choice. However, combining this stick with a carrot makes it even more appealing. Offer services through your own body shop network to give customers a positive incentive to choose the steered process. Plus: a customer will feel more in control because it was a positive choice rather than just a negative one.

  1. Offer vehicle pick-up and delivery

No need to explain that having your damaged car picked up from your home or office beats having to bring it to a body shop. And while this may sound like an expensive service, it can actually help decrease the repair costs: damages can be distributed to a specific body shop location specialized in this type of damage. Specialized repair lowers costs as body shops can repair more efficiently and more first-time-right. Secondly: as a result of this procedure, a body shop needs fewer hands at the front desk because it doesn’t need to service a visiting customer.

  1. Give a choice of replacement vehicles

A customer likes (or loves) his or her car. A replacement vehicle is always second best. You don’t need to hand out a Porsche to keep a customer satisfied, a choice in replacement vehicle could already go a long way. Maybe the customer doesn’t need a car for the time but would like to use an electric bike. Or may he or she needs an Uber. Or maybe they would like to choose the convertible at a small additional expense because they have planned to go away for the weekend.

  1. Keep customers informed

One thing that most customers do when they do not know what the next step is in any process – they call or email to ask this question. A simple track-and-trace system on the car repair keeps customers informed proactively and eliminates unnecessary contact moments that help you reduce organizational costs as well.

  1. Put the settings back into the original position

The position of the seat, the radio stations: all these settings make it really a customer’s car. These are setting that usually change or disappear in the repair process – setting them back really gives the customer the feeling that someone has taken care of the car and that he or she is being valued as a customer, rather than just ‘damage that needed to be repaired’.

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