THE ROAD TO INCLUSIVE WORKSHOPS
As part of our continuous efforts to help workshops thrive, Castrol has commissioned research to better understand the perceptions, preferences, and insights of workshop customers.
Inclusive workshops: driving better business
A study, commissioned by Castrol, to help workshops and their customers thrive
At Castrol, we’re on a mission to help make sure that visiting an independent workshop is an enjoyable experience for everyone, and believe that improving the customer experience at workshops can benefit both businesses and drivers.
This study – which we hope will be the first of several – focuses on the experiences of women who have visited an independent workshop and the insights of workshop owners and managers. The Road to Inclusive Workshops identifies key learnings for workshops to consider to help them drive better outcomes for both their business and their customers.
The research was conducted in 2021, in seven markets: China, Germany, India, Malaysia, Poland, Thailand and the United States and throughout the report, you can read key market insights that could help or inspire independent workshops in other geographies.
Every workshop is unique, and ways of working vary, still, our research findings reveal five critical stops workshop owners could consider on the road to improving the inclusivity of their business.
Read the road to inclusive workshops report
Download The Road to Inclusive Workshops to read the full insights and learnings, and view the printable inclusive workshops infographic for more details about the five key stops on the customer journey.
As a longstanding partner of thousands of independent workshops globally, we recognise the important role workshops play in helping people travel from place to place. No two independent workshops are the same, which means there is no ‘best’ route when it comes to inclusivity. This study provides some insight into various customer experiences and helps us to shape our training to demonstrate opportunities to our workshop partners to improve the experience for their customers.
Nicola Buck
Chief Marketing Officer Castrol
Five stops on the customer journey
Our research reveals five key stops to help create a more inclusive workshop experience for different customers; from their first impression of a workshop through to post-service engagement.
1. Arriving at the workshop
Many customers start to form an opinion about a workshop before they even speak to a member of staff. To help ensure customers feel comfortable from the start of their journey, provide parking access, clear signage, and communicate clearly.
2. Entering the workshop
The customers who participated in the research prefer to meet in clean and bright spaces, away from the activity of the main workshop. Therefore make use of a designated reception area to help the customer feel more welcome.
3. Vehicle repairs
Long-term relationships between customers and workshops tend to be built on trust, respect and transparency. By providing transparent pricing and considerate communications, the workshop can help customers feel at ease.
4. Waiting for the vehicle
Both mechanics and customers that took part in this research felt more comfortable in workshops with a dedicated waiting area away from the main workshop. This, plus providing access to refreshments and restrooms can help customers relax and create a more comfortable environment for everyone.
5. Post-service and aftersales
Workshops can potentially build relationships and secure future business by clarifying work and costs. Offer to book the next service in before a customer leaves to help the customer keep their vehicle well maintained.
As part of Castrol’s mission to make workshops more inclusive, we have launched a training programme to help equip workshops with the skills they need to develop their approach to inclusivity.