Revolutionizing the customer experience with technology: A how-to with Noah Smolders
The auto care industry is not what it used to be even a decade ago. Complex technologies, labour shortages, supply chain disruptions, and more, seem to be appearing every day. Amidst these challenges are the vehicle owners, figuring out where to take their vehicle for maintenance and repair and determining which auto care business is best for them.
An increasing number of industries are utilizing technology to streamline business processes and customer services—and , it is time that the auto care industry caught up. Noah Smolders, National Account Manager of autologiQ and new member of the Young Professionals in the Auto care sector (YPA) Committee dives into how customers can be empowered through technology and what he is doing to achieve that.
Noah Smolders, autologiQ
What are your thoughts on the role of technology in the automotive service industry?
When I compare how other industries have adopted technology, I think automotive service is lacking. For example, look at how we order food, groceries, and clothing—I can do it all from my phone. However, in the auto care industry, most places require you to phone in, book an appointment, and blindly trust the service advisor’s suggestions. That is where I think the auto care industry is falling slightly behind. While the industry has done an excellent job of working alongside emerging technologies in vehicles, digitalization to improve customer service and streamline day-to-day procedures is not there.
I deal with over 500 shops across Canada; most have yet to fully tune into what other industries are doing with technology. Technology can make automotive services more manageable, more affordable and more convenient. It can help vehicle owners understand the nitty-gritty of their vehicles and enhance their experiences with businesses across the sector.
As I developed into the industry and started going into shops and meeting genuinely amazing people, I realized that something needed to be done to enhance customer experiences. I look up to big brands like Apple and Uber, which have entirely transformed monotonous tasks, like sending an email or getting a ride, into a lifestyle. I saw the direction that autologiQ is going in, and I wanted to be a part of it.
What are some critical ways auto care businesses can ensure clear customer communication?
First and foremost, businesses need to be transparent with their customers. Secondly, there needs to be education about what goes on underneath or within a vehicle and what it all means in the long term. For instance, at autologiQ, we aim to fully explain everything in your vehicle that needs to be serviced.
Rather than say something simple like “Your brakes need to be fixed,” we will explain everything thoroughly through infographics and photos. We are a value-driven organization, and our purpose is to help Canadian vehicle owners extend the useful life of their vehicles through open communication and precise technology.
Additionally, auto care businesses can ensure open communication lines with customers by digitalizing the booking and scheduling process. Setting pre-booked appointments makes it far easier for customers. Streamlining these experiences for customers and making it simple to book appointments and get their vehicles serviced will create loyal customers and increase the shop’s retention rates.
What are some challenges in implementing data-driven approaches in customer service, and how can they be overcome?
The biggest challenge is likely our throw-away culture, even after we provide data to customers, proving that their vehicles will function better and longer with proper maintenance. People tend to think about the now, and what is better for them today, such as how much money they can save today, rather than how much they can save in the next few years.
For example, when we tell people to fix their brakes, we are not saying it to make money. Rather, we are saying to fix them now so they can avoid running into problems and spending more money in the future. Maybe their vehicle will break down, and they will need to buy an entirely new vehicle and spend far more money than anticipated.
About the Young Professionals in the Auto care sector
Young Professionals in the Auto care sector (YPA) is an Automotive Industries Association of Canada (AIA Canada) community comprising of young executives, of 45 years or younger, in the Canadian auto care sector. They support the career growth of young professionals by expanding their network and assisting them in becoming a thought leader in Canada’s auto care industry.