Quality and customer service is the best way to combat price war


AG-LogoGroupauto believes that independent garages are suffering from the competitive nature of the UK market.

It says that due to a price war currently going on replacement parts and the squeeze applied to workshops in regards to the amount they charge for MOTs and labour, is causing issues for the independent sector and is something other countries are struggling to comprehend.

Groupauto says that garages need to change their focus away from price and look at providing exemplary service, which in turn will build trust with the customer.

It says that workshops should follow members of its Approved Garage Scheme, which champions quality and trust as important factors when vehicles arrive at their garages.

This approach will allow for businesses to build customer satisfaction, allow for repeat business and the opportunity to grow a long-term strategy.

Phil Seymour, Network Manager for the Approved Garage Network, said: “At the end of its first year, the Approved Garages programme has been an unqualified success.

We estimate that more than £2.4m of new business has been generated across the 450-strong network, but after a year of trading, it’s clear that it’s not the price that wins the business, it’s the quality of the service provided as measured by the reviews that customers leave once the work has been carried out.

“Approved Garages average 99 percent customer satisfaction through the Motor Codes customer review mechanism, so while, of course, price is one of the search criteria that motorists consider, customer ratings take precedent over the cost for motorists searching the site.”

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