by Marjorie Steele, Cars for Keeps Social Media ManagerAccording to various consumer surveys done over the past decade, women have gained more purchasing power in some very surprising industries, including - you guessed it - the auto industry.
Surveys have shown that between 65-74% of auto repair shop customers are women! Some studies have shown that woman make up as high as 80% of an average auto repair shop's customer base. While women are taking a much more active role in managing their household vehicle's repair and maintenance needs, many auto repair shops have ignored this trend, providing sub-par customer service and amenities to their female customers. According to a recent article by WomenCorp, 9 out of 10 women surveyed felt they are treated differently by their mechanics and auto technicians because they were female; for the most part, they felt they were being ripped off, scammed, spoken down to and overcharged.
With women taking the reins of their or their families' vehicle repair and maintenance, it seems like a no-brainer that auto repair shops would realize this and begin to cater to their female clientele more. While many auto repair shops across the county are still dragging their feet by offering dirty, bathroom-less waiting areas and inadequate, rude customer service, other repair shops - like Cars for Keeps - are stepping up to the plate.
Of course, women tend to have different priorities than men, and getting auto repair service is no exception. Men will often explain their auto repair needs by describing their diagnosis of the problem, while women tend to describe the symptoms their vehicle is exhibiting. A mechanic or technician needs to be able to address both types of inquiries in a clear, informative manner.
A few of the items which are most important to women when it comes to auto repair service include:
- A clean, welcoming waiting room. Preferably including a child's play area, large screen TV and internet access.
Cars for Keeps' waiting room children's play area
Cars for Keeps' waiting room computer with free high-speed internet access- Clean, baby-friendly restrooms. Simple amenities like baby changing tables, air fresheners and toilets cleaned weekly may not mean much to men, but it makes a world of difference to women.
Cars for Keeps' restroom baby changing station
Cars for Keeps' clean, sanitary bathroom facility- Clear, detailed estimates and diagnoses. Women feel better about their car service when they understand what problems their vehicle is having and and how it will be fixed. This also helps to prevent any surprises when she receives the bill.
Cars for Keeps' Auto Technician, Bobby, explaining to me that my Ford Focus' air filter can stand to go another 10,000 miles before needing to be replaced.
Cars for Keeps' Customer Service Manager, Dennis Sweet, giving a detailed explanation of how one one customer's faulty serpentine belt nearly caused its vehicle severe damage.- Complimentary shuttle service. Auto repair shops that offer free shuttle service for customers whose vehicles will be out of commission demonstrate that they understand their customers are busy, too. Women - especially those with young children in tow - deeply appreciate the convenience of a shop going out of its way to provide this extra service.
Cars for Keeps' complimentary shuttle vanAre there any other features women feel are important for auto repair shops to offer? What negative experiences have you or a female you know had with auto repair shops in the past? Drop us a comment here or on our Facebook page and let us know. We'd also love to hear any ideas for how we can improve our facility and service to make it more female-friendly.
