For some people, owning a car is a demonstration of social identity. For others, cars are purely a transportation tool. But no matter in what camp they sit, people usually face car servicing with scepticism, low expectations and some degree of anxiety.
This represented both a challenge - and an opportunity - for a national network of tyre and car service centres. DAN was approached to help disrupt the marketplace by creating a service experience that is grounded on trust and focused on customers, as opposed to the traditional ‘car centric’ approach that is commonplace in the industry.
“We stand apart when we focus on the person more than the car. When we delight our customers, brand stickiness occurs.”
Looking in and looking out
We started by applying two lenses to investigate gaps and opportunities. Talking to stakeholders and front line staff provided an internal view of operations and the business culture. At the same time, we used a number of ethnographic research methods to get under the skin of customers to understand their needs, anxieties and frustrations related to car servicing.
One key aspect became evident: front line staff (mechanics, store managers) took pride in caring for their customers. For example, small gestures such as taking time to explain the work that has been done in layman's terms put customers at ease and. On the other hand, legacy systems and lack of optimised digital solutions created a number of bottlenecks that impacted both staff and customers.