Paras points out that Starbucks created its name on image and presentation. "Today's consumers want an experience in everything from the simple cup of coffee to mega-resort hotels," he says. "Repair shops are stuck in an outdated approach to customer service. It is the norm to expect dirty, no-amenity environments."
But Paras points out that restaurants, doctors and attorneys project a professional image, and it doesn't even mean they are the best. But people wouldn't go to them if it weren't for their image. He says that a shop can charge a premium simply by the image they project. And a better image starts with clean branding and presentation — from the look of the techs to the look of the building.
"'Creating an Experience' is more costly but can pay huge dividends in both customer loyalty and revenue," says Paras. "An 'Experience,' to me, is best described as either where the customer feels very comfortable or is entertained in situations where this wouldn't necessarily be considered the norm." He uses Starbucks and Chuck E. Cheese as examples of businesses where the customers get something extra, either in services or perception of a valuable experience.
As far as what makes a successful auto service business, Paras says, "By image, we mean super-clean restrooms, service advisors wearing ties, service equipment on weekly cleaning schedules and comfortable customer waiting lounges with uniform and attractive POS items." The shops also have dedicated kid's play areas, free Internet workstations, service surveillance cameras, customer shuttles and loaner cars.
"We all perceive quality or expertise in some part by the image and presentation set before us. The most skilled technician will have a difficult time overcoming a negative perception, whereas a positive perception will become the customer's perceived reality," he adds.
It would appear that so far, Paras has created a shop with an atmosphere able to compete with anyone. It remains to be seen if he can take the formula and run with it on a larger scale. Time and the customer will tell.
