Video killed the radio star

For the majority of motorists there are few things as frustrating as the realisation that their pride and joy is no longer ‘factory perfect’. This, however, is an opportunity for the bodyshop to build a positive relationship with the customer and video is playing an increasingly important role as the communication tool of choice. Gordon Grant, sales director at CitNOW reports.

Bodyshops can use personalised video to deliver reassuring, positive messages. An introductory video is always welcoming and can be used to answer specific queries that a customer may have – does the bodyshop use manufacturer-approved parts? How will they match the paint finish? All of this information can be delivered via a link to a personalised video presentation, ensuring the slick communication of key messages.

As the car is prepared for repair, video can assist with the vehicle damage assessment and to record a non-claim related condition assessment. Using video to record the ‘walk around’ inspection is a means of safeguarding; with video evidence ensuring those existing car park dents or wheel arch scuffs cannot be directed at the bodyshop. Video condition assessments take less than two minutes and have a positive impact on process efficiency. A second, short video, when the time comes to return the car can also help to reassure the customer of the quality of repair that has been carried out.

Upselling

When a vehicle does arrive with damage, any additional marks recorded on video during the initial inspection also present an upselling opportunity; bodyshops can offer to carry out any extra repairs revealed by the inspection video at a reduced rate, giving the customer an incentive to say yes. Not only will this add revenue for the bodyshop but the customer, presented with an immaculate car, free of all previous damage, is likely to be more satisfied with the service offered and received.

There’s real potential to grow retail work conversion rates and returning business. One of the large groups which CitNOW works with has reported impressive revenue gains through using video to upsell, with an average revenue increase of £250 per job. Customers who feel a sense of security and confidence in the treatment of their car are, naturally, far more likely to repeat business; welcome news as profit margins are under growing pressure.

Using video will also resonate well with insurers as it enables damage to be documented, better explained and justified. Including video footage and expert commentary during the assessment means insurers need not send their own personnel to view the car, yet they can still be confident about the decisions they’re making when authorising repairs.

Future

For some time, bodyshops have been steering towards a digital future with the implementation of high-resolution imagery and technology. However, by using video for communications, more information can be delivered to both customers and insurers, efficiently and effectively, re-defining the process. The reassurance of a personalised video will have a significant impact on customer sentiment, and the encouraging feedback delivered to video users can only help to instil a positive perception of the industry as a whole. Looking further forward, video could easily be utilised in a first notification of loss (FNOL), a process designed to drive significant process and resource efficiencies for bodyshops, insurers and salvage agents