Maaco Collision Repair & Auto Painting Consumer Attitudes
We provided further insights about customer's attitudes toward Maaco Collision Repair and Auto Painting regarding the company's specific locations and from specific review websites. We also identified five best practices that automotive body/paint shops can implement to retain customers. Those best practices are "[p]rovid[ing] the best customer service", "[o]ffer[ing] a wide range of services", offering credits or discounts to persuade customers to come back, connecting/engaging with customers online (including, but not limited to social media), and providing content that is engaging to customers.
Customers' Attitudes Toward Maaco Collision Repair & Auto Painting
1. Angie's List
- The Macco location in Hollywood, Florida, has an A rating on Angie's list.
- Also, on Angie's list, Maaco's Gainesville, Florida, location has an A rating.
2. Consumers' Checkbook
- Of the 13 customers who reviewed Maaco's location in Sterling, Virginia, on Consumers' Checkbook, 67% of them provided a rating of "superior."
- On Consumers' Checkbook, 85% of the 13 customers who reviewed Maaco's location in College Park, Maryland, provided a rating of "superior."
- This link is to a YouTube review of a paint job that a Maaco customer had completed in 2012 and reviewed in 2019 to see how well it held up. He was overall satisfied, but complained that the paint used was soft and is now flaking off in small spots. He noted that Maaco did a good job removing areas of windows that were oversprayed during the paint application.
- This link is to another YouTube review of a paint job that a Maaco customer had completed in 2019. The customer reviewed the paint job three months after it was first applied and noted that it looked good overall. However, he did point out some paint flaws and oversprayed spots.
- This link is to a third YouTube review of a Maaco paint job, in which the customer was not very happy with the quality of the work. The customer noted one such complaint in stating "Maaco loves getting overspray on everything."
4. Google and Groupon
- The overall Google rating for Maaco's Hagerstown, Maryland, location is 4/5 based on 131 reviews.
- Maaco's Hayward, California, location has a 4.5/5 rating on Groupon, based on 294 ratings.
- The average rating across Google, Yelp, and Yellow Pages for Maaco's location in Gastonia, North Carolina, is 3.79/5.
- On Amazon, Maaco has a 4/5 rating.
- On Carwise, Maaco's Littleton, Colorado, location has a 4.5/5 rating based on 126 reviews.
- The Maaco location in Dorchester, Massachusetts has a 4.7/5 rating based on 21 reviews and 94% of customers recommended the location.
7. Customer Service Scoreboard
- On the ratings site Customer Service Scoreboard, Maaco "ranked #713 out of the 974 companies that have a CustomerServiceScoreboard.com rating with an overall score of 25.29 out of a possible 200 based upon 243 ratings. This score rates MAACO customer service and customer support as 'Terrible.'"
8. Yellow Pages
- The overall rating for Maaco's location in North Las Vegas, Nevada, in the Yellow Pages is 5/5 based on 26 reviews.
- On Facebook, the Maaco shop in Boise, Idaho, has a 4.3/5 rating.
Best Practices for Automotive Body/Paint Shops to Retain Customers
1. Provide Phenomenal Customer Service
- The first best practice for automotive body/paint shops to retain customers is to "[p]rovide the best customer service."
- This best practice was stated by Spectrio and Collision Websites.
- As Spectrio stated, all marketing efforts that automotive body/paint shops implement "to bring customers back to . . . [their] business will be wasted if" customer service is lacking.
- A study found that "72% of consumers rank customer service as one of the top reasons they remain loyal to a brand."
- Another tip for providing exceptional customer service is for shops to focus on doing quality work, instead of just how quickly they can get the work done. Though a basic point, when customers are satisfied with the work, they trust the shop and thus "are more likely to come back" for future work.
2. Offer Numerous Services
- The second best practice for automotive body/paint shops to retain customers is to offer numerous services.
- The simple fact that numerous services are offered can demonstrate the skills/expertise of the shop, which in turn can foster customer retention.
- It has been recommended that automotive body/paint shops tell their customers about all the additional services that the shop offers to bolster the chances of customers coming to the shop to have other kinds of work done in the future.
3. Offer Credits or Discounts
- A third best practice for automotive body/paint shops to retain customers is to offer credits or discounts.
- This best practice was stated by Body Shop Business, Collision Websites, and Spectrio.
- The simple gesture of offering credits or discounts to customers "can serve as a magnet that attracts past customers to come back and choose" a shop repeatedly for the services he or she requires.
- Such credits or discounts can also take the form of either VIP memberships or loyalty cards. When customers have either of those, they feel important and special, which in turn drives customer retention.
- An interesting example of such loyalty card was a body shop that provided customers with a gift card that the shop occasionally added money to (which was only redeemable at the shop). The purpose of the card was to encourage customers to "return the next time without giving the impression that" a discount was being offered.
4. Connect/Engage With Customers Online
- A fourth best practice for automotive body/paint shops to retain customers is to connect/engage with customers online (including, but not limited to social media)
- One way automotive shops can do so is by emailing customers about how their vehicles are doing or asking customers if they have any questions.
- Social media allows automotive shops to develop strong relationships with their customers even when they aren't requiring services (though such should be done in moderation). That relationship establishes trust, which thus drives customer retention. An example provided by Collision Websites states that if a customer "post[s] a photo of/with their" vehicle, "[t]hat's the perfect chance" for an automotive shop to comment on such.
- The importance of engaging with customers was stated as a best practice by Body Shop Business, Spectrio, and Collision Websites.
5. Provide Content That's Engaging
- A fifth best practice for automotive body/paint shops to retain customers is to provide content that is engaging to customers.
- As Collision Websites states, "great customer service does not stop after the job is done."
- Thus, automotive shops should send content to customers that is helpful and engages them. A good example of such would be to send a customer who just had his or her car painted an article titled "How to Make Your Auto Paint Last 10x Longer."
- An example of content to send to a customer who just had body work done on his or her vehicle is a list of "After Repair Tips."
- Additional examples of content to send to customers to engage with them after the work is done are provided in an article titled "6 Blog Idea Sources for Your Auto Body Website."
- Materials that provide advice about vehicle maintenance are beneficial for customer retention because they communicate to customers that the shop cares about "their best interests."