Every day, companies in many sectors are striving harder to tailor the experience they offer their customers to their tastes and preferences. For example, in just a few years, we have seen how users can go to the office or use an app to access any banking service, as well as having the option of using the internet or making a phone call. However, this trend does not seem to have taken hold in the services provided by officialcar brand repair shops, as it has been found that the "one size fits all" approach persists, without differentiating or adapting to the specific needs of customers.
According to the results of a recent study conducted by BRAINTRUST on more than 2,000 car owners, official repair shops are less adapted to the needs and characteristics of new consumers (Generations Z and Millennials) than to those of older consumers (Baby Boomers and Generation X).
As for the Recommendation Index, better known by its acronym NPS ( Net Promoter Score), which measures customer loyalty to a company by taking recommendations into account, the generations most critical of the services provided by official brand workshops are Millennials (25-37 years old) with 5%, followed by Generation Z (18-24 years old), with 13%. However, respondents belonging to the Baby Boomer generation (50-70 years old) and Generation X (38-49 years old) have NPS scores of 23% and 26%, respectively. The higher acceptance rates for the services provided by Official Repair Shops show that these services are much better suited to the needs of "older" customers. According to theBRAINTRUST study, the most frequently cited reasons for low recommendation rates include those related to the form and channel of communication: "they don't let you use WhatsApp or social media," "everything is done over the phone," etc., and the lack of transparency in the information provided: "they often don't tell you everything they've done to the car," "I can't check it online," etc.
Another surprising finding is the results obtained regarding the services provided by Official Workshops, data that breaks with the stereotype of some brands considered premium. The study reveals that the highest NPS recommendation index for official brand workshops is obtained by Nissan (43%), Hyundai (33%), and Renault (22%); at the opposite end of the spectrum, with a significantly lower index, are Mercedes (5%), BMW (3%), and Audi with -5%. These low ratings may be related to the high service expectations associated with premium/high-end vehicle brands. A detailed analysis of the reasons given for the low ratings highlights those related to price ("excessively expensive," "they recommend more expensive solutions even though there may be others," etc.) and lack of flexibility for appointments ("they don't let me choose the day that suits me," "I have to adapt to them," etc.).
José Luis Ruiz and Tomás Ibáñez, Partner and Associate Director of BRAINTRUST respectively and responsible for the study, explain that in "BRAINTRUST CS we have been working for more than 15 years to help our clients improve and adapt the experience they deliver to their customers through their stores, contact centers, and digital touchpoints (apps and websites). With more than 50 projects developed in this field and thanks to a powerful multidisciplinary team, BRAINTRUST is now a benchmark for all those determined to connect with customers through experience."
NOTE:
| GENERATIONS | AGE RANGE |
| Generation Z, Centennials | From 18 to 24 years old |
| Generation Y, Millennial | From 25 to 37 years old |
| Generation X | From 38 to 49 years old |
| Baby Boomer Generation | From 50 to 70 years old |
