How to Cast a Wider Net for Higher Capture Rates

This metric is similar to a fisherman netting his catch, which various factors and processes can influence. Just as fishermen must focus on key aspects to improve their yields and adjust their plans based on changing dynamics, collision repair shops must sharpen their strategies to attract and retain customers to achieve greater profitability. 

The Automotive Service Association (ASA) reports that the average capture rate for collision repair shops in the U.S. is around 60%. This means that about 40% of potential customers turn to competitors, which seriously impacts the bottom line. Shops with capture rates exceeding 70% can see profits 15-20% higher than those underperforming. This data underscores the necessity for collision repair shops to understand and optimize their processes and procedures to improve their capture rates for both survival and growth. 

There are multiple steps to help improve capture rates:  

1. Building Local Presence and Reputation. First impressions are crucial. Collision repair shops should invest in creating a welcoming community presence. This is achieved by maintaining a clean and orderly parking lot and reception area, and conducting online and traditional marketing highlighting their expertise and reliability. Engaging in local events and forming partnerships with insurance agents, dealerships, and fleet managers can also significantly enhance customer referrals, boosting capture rates.
   
   When a shop joins ProColor Collision, it is supported through a comprehensive implementation and integration program to get started on the right foot. This includes ongoing operations, sales, marketing, and communications support to help franchisees attract and engage with customers, suppliers, and insurance carriers in their local markets. 
   
   
2. Leveraging Technology for Better Outcomes. Technology plays a vital role in capturing more business. Effective management software can streamline operations and improve customer communications, while digital platforms for online bookings cater to convenience-seeking customers.
   
   
3. Building a Strong Team. Equipping and motivating staff is equally important. A knowledgeable and confident team enhances customer interactions and service optimization. Regular training and meetings empower employees to deliver high-quality service and improve the overall customer experience, leading to repeat customers. 
    
   To help in this effort, ProColor Collision regularly pulls overall capture rates, filtering and grouping information to target growth opportunities and reviews them with the shop team to reinforce the importance of capturing business and exploring different strategies. 
   
   
4. Focusing on the Customer. Consumers value transparency and superior service. Shops that actively communicate throughout the process and seek feedback often enjoy increased loyalty and referrals, which are key to capturing more business. 
    
   ProColor Collision franchisees work closely with the Operations Team to review and refine steps and strategies to help secure the customer, proactively keep them informed throughout the repair, and delight them when they pick up their vehicle. 
   
   
5. Strengthening Insurance Partnerships. Developing genuine relationships with insurers can position a shop as a preferred provider, leading to increased business from claims. 
    
   Franchisees leverage ProColor Collision carrier relationships and agency-specific process guidance to meet requirements and help drive additional business to their shops.
   
   
6. Monitoring and Adjusting Strategies. Regularly reviewing shop performance metrics enables the identification of effective practices and necessary adjustments. 
    

Strengthening capture rates is like casting a well-prepared fishing net. Success hinges on appropriately planning, attracting, and servicing more vehicles. By building robust community relationships, enhancing customer experiences, leveraging technology and partnerships, and empowering staff, collision repair shops can significantly improve capture rates, paving the way for sustained success in a competitive environment. 
 
ProColor Collision is proud to work with franchisees through each step of their implementation, operations, training, marketing, and community engagement to help them find ideal waters that deliver the perfect catch. And that’s not a fish story.  

Scott Bridges is the senior vice president for Fix Network U.S., the leading global automotive after-market services network, which includes ProColor Collision. The family of brands spans more than 2,000 points of service internationally. In the United States, Mondofix, Inc. has granted an exclusive license to 79411 USA LLC to the FIX AUTO brand.