Johnson Controls addressing customers with the right questions

CHICAGO — With a changing automotive industry, making sure end users are getting the proper parts for their vehicles is a big focus in today’s aftermarket.

Johnson Controls, manufacturer of batteries for the automotive industry, is working with its customers to make sure retailers and technicians can ask the right questions of today’s consumers. It’s part of the company’s training outlook now, says Kevin Pasqua, vice president and general manager, U.S./Canada, power solutions.

Pasqua, who spoke with Aftermarket Business during the Global Automotive Aftermarket Symposium (GAAS), says the Johnson Controls is focused on opportunities in the marketplace right now to make sure they can improve customers’ experiences. They’re helping store associations understand the right conversations to have with customers, starting with getting information about battery age, use of the vehicle and age of the vehicle.

“We’re really helping customers analyze potential opportunities to enhance performance of a vehicle or head off a problem in the rotating electrical area,” he says.

Tied into this is enhancing the point of purchase and product selection, as well as working with store associates to offer better solutions to customers. It all boils down to the questions asked of customers.

As dealerships close and more drivers are dumped into the independent repair or DIY segments, this training comes to the forefront more Pasqua says Johnson Controls’ customers can benefit from these new customers. Both wholesale and commercial segments will benefit from these new customers, Pasqua notes.

“We believe that our customers on the wholesale distribution channel can capitalize on the changes in the active dealer market,” he says. “Our customers in that channel are well positioned because of their service model coverage they have on the installers who benefit on the collapse of the dealer network.”

In addition, Pasqua states that taking a look at consumer warranties and revamping them to better serve the customers will bring a boost to the company and industry. “If you look at most warranties, why would you offer a warranty on a product that is longer than what you keep the vehicle for,” he questions.

One suggestion is to revamp the warranties and have tiers for good, better and best, Pasquea adds.