- Castrol survey: conducted of 1,000 motorists in Italy, determine factors that make them most likely to recommend a vehicle workshop to family and friends.
- The factor mentioned by more respondents than any other is that the workshop “fully explains, face-to-face, the work that was done”.
- Next most important factors are that the workshop represents ‘good value’ (mentioned by 26%), ‘explains charges in full’ (23%), and has ‘friendly staff’ (22%)
- Least likely to influence a recommendation are the provision of free WiFi, and free hot and cold drinks
24 May 2023 – A new nationwide survey* commissioned by Castrol in Italy, has identified that motorists are more likely to recommend a workshop that ‘fully explains, face-to-face, any work carried out’ (cited by 27%). As a factor influencing workshop recommendations, this rates even more highly than the workshop being seen as offering ‘good value for money’ (cited by 26%), and the workshop ‘fully explaining any charges for work carried out’ (23%).
The Castrol survey also highlights potential concerns about servicing costs and the need for workshops to explain planned work, with 21% saying they would recommend a workshop that ‘only carries out work that is really necessary’.
Workshops that offer a positive customer experience were also more likely to be recommended by consumers – 22% of the respondents would recommend a workshop that has ‘friendly staff’, while 22% would recommend a workshop that ‘explains and seeks approval for any work required, before that work is carried out’’.
The survey also identified factors that have the least impact on motorists’ willingness to recommend a workshop. Only 3% say they would recommend a workshop because it provides free WiFi, and 4% if it offers hot and cold drinks. Workshops concerned about the rising costs of providing courtesy cars for customers will be reassured by the fact that only 6% would recommend a workshop because such vehicles are provided.
Layla Yebaile, Service and Maintenance Marketing Lead at Castrol said: “With more consumers looking to reduce their household expenditure in response to the rising cost of living, it’s important to encourage motorists to continue with essential service, maintenance, and repair work to ensure the safe and effective operation of their vehicles. Our survey provides interesting insights into factors that are more likely to drive recommendations that will help to increase workshop bookings, as well as ways to maximise customer retention.”
The Castrol SERVICE network provides training solutions and marketing offers to increase and retain customer traffic and enhance upselling opportunities, as well as issuing workshops with a third-party certification from TÜV. Currently, there are [insert number] branded Castrol SERVICE workshops across Italy, which receive a host of benefits, such as marketing support and the ability to offer drivers a free warranty on any vehicle serviced using Castrol lubricants.
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Note:
* OnePoll research – conducted among 1,000 car owners in Italy. The same research was also carried out across select European markets
