Has vehicle data got you down?

Dec. 4, 2018
The path to deciphering who should own the data, how to accomplish this and how to include more service providers is still in debate. But customers are in your corner.

I recently made the switch from a 2008 to a 2016 model car. It felt a bit like time travel. It’s the first time I actually had to study how to change the temperature four ways or operate an infotainment system.

While we as consumers are pretty informed about a lot of the things we buy, studies indicate this is not the case with our vehicles. Rather, the more wireless amenities that are packed into cars, the more disconnected the average consumer becomes from the how’s and why’s of their vehicle’s operations, and eventual repair needs. And it’s not just the consumer – a lot of repair pros are in the dark, too.

But the thing is, we want to know.

A survey conducted this past August by an independent research company and released by the Auto Care Association found that the majority of vehicle owners (a whopping 88 percent) said they would prefer to have access to all that data — or telematics — captured on their car/truck/crossover/SUV. This includes information pertaining to things like maintenance, driving behavior, entertainment, collision avoidance and adaptive cruise control. What’s more, consumers still want a say in who can access their data. You can read more about the survey results here: VehicleServicePros.com/21033369.

You don’t know what you don’t know

This survey went on to mention that, while consumers largely vote in favor of owning their data, most people are not aware of what, exactly, “the data” consists of, or even the fact that their choices are limited when it comes to service.

Here’s where you come in.

This mass of data in cars, including connectivity technology and service information, should be available to all service providers, not just automakers. No matter what capabilities you have or do not have in your shop at present time, stay the course. Advocate for your customers who have said they would like more governance over their cache of motor vehicle information. Do you utilize an OBD-II device in your business? If so, taking a few minutes to explain to customers in a concise, easy-to-understand manner how it works to transfer information can make a great impression.

Customer service includes education, and continued education is important for technicians, too.

You don’t have to know all the answers. But, being transparent about vehicle systems, repair options and most importantly — your customers’ concerns — can position you in a place of trust, which is no small thing.

It also pays to remember that smaller shops often have the autonomy to learn new things and adapt their business practices fairly quickly. So as new products tailored for the aftermarket and new legislation continue the move forward, you can remain on the forefront of change. 

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