Castrol survey:‘ Explaining and seeking approval’ is the most important factor driving recommendation of vehicle workshops.
A new nationwide survey commissioned by Castrol has found that just under half of Italian car owners say ‘explaining and seeks my approval for any work that is required’ is the single most important factor that would prompt them to recommend a vehicle workshop to family, friends or colleagues.
The findings suggest recommendation can play a key role in driving workshops’ customer loyalty and profitability. Significantly, the survey found that 54% of car owners would be willing to pay more for work that was carried out by a workshop that was recommended to them, emphasising how customers appreciate quality as much as affordability when considering ‘good value’.
According to the survey*, 49% of motorists are most likely to recommend a workshop that ‘explains and seeks my approval for any work that is required by calling me, before that work is carried out’, highlighting a desire for transparency when pricing jobs. This figure has risen from 35% when Castrol last carried out similar research in 2022.
As a factor influencing workshop recommendations, ‘explains and seeks my approval’ rates even more highly than ‘the workshop is good value’ (33%), and the ‘workshop being in a convenient location’ (22%).
Workshops that provide a courtesy car, whether for free or for a small charge, were more likely to be recommended by 26% of consumers, while workshops with short waiting times when customers arrive to drop-off and pick-up their cars would be recommended by 18% of the survey’s respondents. This highlights that convenience also plays a role in customer recommendations.
The survey also highlights the importance of workshop staff not using confusing terminology when communicating with customers. 11% of respondents would recommend a workshop to family, friends and colleagues that ‘doesn’t use jargon when explaining the work they have done, or want to do.’
Henning von Rheden, Brand & Comms Director, Europe at Castrol, said: “Customers are increasingly conscious about quality, value and transparency when work is being carried out on their vehicle. Our survey highlights how a strong customer focus can help drive business and retention, assuring workshops of repeat custom.”
More vehicle service, maintenance and repair businesses are choosing to become associated with the Castrol brand. Participating Castrol Service workshops in Italy receive a comprehensive range of benefits, including a Castrol guarantee for the oil used in customers’ vehicles, quality certification, branded technician clothing, and marketing support and training – all designed to facilitate an increase in and retention of customers.
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Note to editors:
*Survey carried out by OnePoll; sample comprised 1,000 car owners
