Value and Location are the Primary Factors Driving Workshop Customer Loyalty

A new nationwide survey commissioned by Castrol has identified the most important factors influencing customer loyalty for vehicle workshops across the UK. The factor mentioned more than any other – by 45% of motorists – is the perception that the work carried out represents ‘good value’. However, the research also strongly indicates that motorists aren’t simply looking to save money; only 11% say they would stay loyal to a workshop because it is the cheapest available.
The second most important factor impacting loyalty is location, with 42% saying they would be more likely to keep using a workshop that is ‘convenient (i.e. close to home or work)’.
Significantly, almost as important as value and location are factors that relate to the capabilities and manner of workshop staff. 40% would stay loyal if they believe staff are ‘well trained’, and 39% if staff always ‘explain clearly the work they need to do and seek approval before carrying it out’. In addition, over a third (39%) would keep using the same workshop if they feel the employees are ‘friendly’.
A significant majority (67%) are prepared to travel up to 10 miles from home to use a workshop that met the criteria that they see as being the most important. A further 21% would travel up to 15 miles; only 8% would consider driving up to 20 miles.
The survey also highlighted factors that were less important for keeping customer loyal. Notably, only 14% would be more likely to keep using the same workshop because it always offers a courtesy car.
“Perhaps the most significant thing that this research highlights is the importance of effective customer communication,” explains Layla Yebaile, Service and Maintenance Marketing Lead at Castrol Europe. “It’s clear that motorists will keep using a workshop that explains what work is required and how that work represents good value. We also know that communication is essential for unlocking additional profit opportunities – customers will pay workshops for premium products where the benefits are explained. That is why we put so much effort into helping Castrol Branded Workshops present their business in an effective way, so they can drive revenue growth today and safeguard customer retention into the future.”
The Castrol Branded Workshop programme
Castrol has set out an objective to become the market leader in branded workshops. At present over 150 independent workshops in the UK and Ireland carry ‘Castrol Service’ branding, having met a range of quality and customer service standards. The Castrol service network provides training solutions and marketing offers to increase and retain traffic, enhance upsell opportunities, as well as issuing workshops with a third-party certification from TÜV. Castrol Workshops also receive a host of benefits, such as marketing support and the ability to offer customers a free engine warranty on any vehicle serviced using Castrol lubricants.
Castrol recognises the value of staff training and therefore, to support workshops and build lubricant product knowledge, Castrol offers both franchised and independent automotive workshop online training. A series of bite-sized interactive and modular training modules focus on developing product knowledge and improving sales skills.