NICK NOTTE Vice President, Sales & Marketing I-CAR Ask any organization who they serve, and they’ll likely rattle off a couple of key audiences. In the case of I-CAR ® , we don’t serve one or two primary customers. We serve ALL segments within the vast collision repair Inter-Industry, as well as all of I-CAR’s internal staff, volunteers, instructors, and committee and Board of Director members. In turn, we collectively and collaboratively serve the end consumer – the individual in need of a complete, safe and quality repair, and the last word in our vision statement. OVERCOMING DISTRACTIONS Yet with all the distractions in our personal and professional lives, it can be easy to lose sight of our customer(s) or become complacent. Addressing the needs of so many stakeholders can be a tall order. Some days we fall short of where we want to be. Most importantly, that does not keep us from moving forward with an unwavering commitment to our mission-centric work. In this issue of I-CAR’s Collision Reporter, we’ve curated a variety of stories to highlight some of the many customers we serve – both directly and indirectly – as well as how we strive to meet those needs. Members of our technical team traveled to the North American headquarters for Stellantis’ collision repair program to collaborate on the development of new courses, including one for the 2022 Wagoneer. In a special Guest Editorial, Jim Guthrie, vice chair, I-CAR’s Board of Directors and longtime owner of Car Crafters collision repair locations in New Mexico, encourages the industry to “double down” efforts to perform a complete, safe and quality repair on behalf of the consumer. IN THIS ISSUE : Serving Each and EVERYCustomer 2 I - CAR COLLISION REPORTERThe mission of I-CAR has always been to deliver increasingly accessible, on-demand and relevant education, knowledge, services and solutions for the collision repair Inter-Industry. But who exactly comprises our Inter- Industry, along with the other important “Customers” we communicate with? Here’s a high-level view of the many “Customers” I-CAR works with and depends on to ensure that our mission, vision and values come to life: The Many Customers of I-CAR SUPPLIERSSERVICES OEMSREPAIRERS EDUCATORSINSURERS Next, we have a “field day” by illuminating the extra lengths some of I-CAR’s Gold Class ® shops go through to serve customers and the community; case in point: a Caliber shop in Murfreesburo, Tennessee organized a “hay raiser” of sorts to help an employee who lost hundreds of pounds of feed and hay in a fire. In our Driving the Conversation roundtable, we take you inside the Dennis Technical Education Center in Boise, Idaho, to bring you the unvarnished insights from some of the industry’s talent of the future – several emerging female technicians. And in a full- circle moment, the discussion is hosted by I-CAR Instructor Norm Markham who was also a student there some 25 years ago. Finally, we shine a spotlight on I-CAR’s Customer Care team, led by Brenda Ramsey, who helps fuel I-CAR’s mission by responding to each training inquiry with personalized attention focused on “one call” results. It’s a KPI and a culture that is front and center for all of us at I-CAR. At the end of the day, while the names and titles of individuals we serve across this vast industry will change, the vision for our service remains as iron-clad today as it did upon I-CAR’s founding 43 years ago: That EVERY person in the collision repair industry has the information, knowledge and skills required to perform complete, safe and quality repairs for the ultimate benefit of the consumer. Enjoy! 3 THE CUSTOMER ISSUE5 BUSINESS TOOLS & TIPS: Redefining Customer Service 9 Audi OEM Network Training Raises the Bar 12 Road Ready – OEM Collaboration Key to Course Development 14 GUEST EDITORIAL: Safety Over Speed of Repair 16 5 Q’s with Samantha Kita 18 From Tragedy to Triumph – Barn Fire Spurs “Hay Raiser” Among Caliber Collision Family 28 Fueling I-CAR’s Vision and Mission 30 WHAT’S NEW AT I-CAR IN THIS ISSUE 20 The I-CAR ® Collision Reporter™ magazine is dedicated to helping navigate the rapid changes happening within the collision repair industry by providing exclusive insights, resources and solutions. EDITOR Nick Notte CONTRIBUTORS Mark Allen John Andersen Nathan Brown Valeria Bu Ramirez Jeff Dickson Kate Gomez Haley Griswald Jim Guthrie Feleep Johnson Samantha Kita Michael Lastuka Terry Maloney Norm Markham Eklyne McKinney Jade Norman-Jolley Brenda Ramsey Lynn Rogers Roy Schnepper SeyferthPR Samantha Spencer KayJah Vuong Tatum Wilson SUBMISSIONS Collision Reporter welcomes story ideas helpful to advancing topics and learnings within the collision repair industry. If you would like to share a story idea, please e-mail Editor@I-CAR.com. Collision Reporter is published four times a year by the I-CAR Marketing Department, 5125 Trillium Blvd., Hoffman Estates, IL 60192. EDITORIAL POLICY Collision Reporter accepts no outside or third-party advertising, sponsorships or endorsements. Opinions expressed in Collision Reporter are not necessarily those of I-CAR. ABOUT I-CAR Founded in 1979, I-CAR is a not-for-profit education, knowledge and solutions organization designed to support the evolving needs of the Collision Repair Inter-Industry. I-CAR is focused on improving the quality, safety and efficiency of auto collision repair for the ultimate benefit of the consumer. 2022 ISSUE 19 As an IACET Accredited Provider, I-CAR offers IACET CEUs for its learning events that comply with the ANSI/IACET Continuing Education and Training Standard. Emerging Women Leaders in Collision Repair STAY CONNECTED 4 I - CAR COLLISION REPORTERBUSINESS TOOLS & TIPS ROY SCHNEPPER Owner CONTINUED ON PAGE 6 > Redefining Customer Service KATE GOMEZ Customer Advocate Manager From part shortages to smaller staffs, making customers happy is a tall order for shops today, especially when unsatisfied clients often take to social media to share their displeasure. I-CAR’s Collision Reporter caught up with a few I-CAR Gold Class shops to learn how they’re navigating through these challenging times. 5 THE CUSTOMER ISSUEBUSINESS TOOLS & TIPS When John Andersen of Hinsdale, IL, learned that his stolen 2017 Mercedes- Benz S63 had been recovered, he decided to work with Chicago’s Gold Coast Body Shop to repair the extensive damage incurred during the theft. While he believed the repair would be complicated, Andersen was confident that Gold Coast could restore his prized vehicle to its original condition. That’s when life threw Andersen another wrench. No sooner did he turn over the keys to Gold Coast did Andersen’s employer transfer him to Arizona, effective immediately, and some 1,500 miles away from his vehicle repair. “I was very uncomfortable being so far away from what I would call a significant investment,” he said. That’s when Gold Coast’s Kate Gomez came to the rescue in her role as Guest Advocate Manager. Throughout the entire repair process, she provides both empathy and clear and ongoing communication as the process and timeline can change by the hour. “With John moving out-of-state, he wanted real-time repair updates, including direct communication with the technician(s) working on his beloved vehicle,” she said. Gomez’s response was to initiate almost daily FaceTime ® video chats from the shop. “We needed to look at the situation from John’s perspective so he could see continued progress on his car and interact with the technicians in a way that felt like he was physically here,” she said. Not only did Andersen appreciate Gomez’ initiative, ongoing communication and meticulous attention to repair detail, 6 I - CAR COLLISION REPORTERWisconsin – 200 miles away – to retrieve a part that wasn’t expected to arrive for weeks. “Our customers can’t wait that long, so neither can we,” she said. “That’s the honesty, transparency and extra effort we owe our customers and we believe they appreciate it.” RETAINING CUSTOMERS Roy Schnepper, owner of Butler’s Collision Inc. of 1 Collision Network in Roseville, MI, has strived to put the customer first throughout his 40-year collision repair career. “Profit margins today are so much smaller than 10 years ago, yet our goal has always been to put the customer first,” he said. Like Gomez, Schnepper believes there is a need to overcommunicate with customers, especially proactively, so his team reaches out to clients before they feel a need to call the shop. Schnepper said first impressions or “curb appeal” are much more important than the “old days” of dusty shops and offices. Today, Butler’s offers a professional, welcoming environment and look throughout the shop. “First impressions mean everything, including that initial encounter whether by phone or in-person,” he said. CONTINUED ON PAGE 8 > he became overwhelmed with gratitude when Gold Coast took customer satisfaction to the next level by carefully shipping his fully restored vehicle to his Arizona home. “They even FaceTimed me and walked through the process of getting the car loaded onto the delivery truck,” he said. “I had never seen an operation like theirs – the technicians were like surgeons. Their precise attention to detail and customer service were genuine – even though I was thousands of miles away.” UNMATCHED CUSTOMER SERVICE Going above and beyond with every customer is why Gomez believes Gold Coast’s commitment to customer service is unmatched. “We try to make each customer feel like they are our only one,” she said. “I contact each customer every few days with repair updates, rather than waiting for them to call us back. I work to manage their expectations while instilling confidence in our abilities.” Parts delays are more common than not these days, which is why Gomez makes it a point to jump in immediately with solutions, including alternate sourcing. This is why Gomez and the production team at Gold Coast recently drove to “They even FaceTimed me and walked through the process of getting the car loaded onto the delivery truck.” - John Andersen, Satisfied Customer 7 THE CUSTOMER ISSUE“At Butler’s, no one is a number – everyone is treated individually, just like I would want to be treated,” he said. “Today’s cars can cost $60-70,000 or more…so it’s understandable that customers arrive here often upset, sometimes at their worst, and it’s our job to listen, understand and assure them that they will be taken care of.” That customer partnership begins with the first interaction, he adds. “This starts right at the front desk, offering customers that great peace-of-mind.” GOING ABOVE AND BEYOND, FOR FAMILY Case in point: when a customer brought her 2021 Chevy Blazer into his shop, Schnepper didn’t see a “number,” but rather a single mother with limited means. Due to parts shortages and six-weeks of waiting, her rental car coverage was nearing an end and her car was not yet ready. “It’s taking us double the time to find parts today than in prior years,” commented Schnepper. “We can’t rely on electronic ordering, so we work extra hard to help our guests. We kept on making calls to find the parts until we found them. We reached out to her insurance company to extend her rental car terms. We just tried to help like she was one of our own family members.” EDUCATING CUSTOMERS Both Gold Coast and Butler’s make it a point to educate customers about ongoing technician training and OEM certifications, along with the distinction of being I-CAR Gold Class recognized shops. Gomez says this is key to strengthening the trust level and confidence in the way shop repairs are viewed. Schnepper goes as far as distributing I-CAR Gold Class pamphlets to customers. “When they realize the amount of training we do, they understand how hard we work to stay on top of our game.” BUSINESS TOOLS & TIPS Both Gomez and Schnepper agree that repeat customers are a function of customer satisfaction, which underscores their dedication – and the untold rewards they receive in helping clients achieve an outstanding experience. “Seeing the look of satisfaction and happiness on customers’ faces when they receive their fully restored vehicle is what we enjoy most,” Schnepper said. Added Gomez, “Whenever we get back positive customer feedback, we share it with everyone throughout the shop – it’s great for morale when individual team members are called out, and we all love to see smiling customers leave the shop happy with our work.” QUICK TIPS TO MAXIMIZE CUSTOMER SATISFACTION Katie Gomez and Roy Schnepper offer tips for achieving exceptional customer satisfaction: 1 Set a shop goal for 100% customer satisfaction at all times . 2 Maintain thorough documentation and detail to facilitate customer education and updates. 3 Advocate for the customer…and share their comments with all shop employees. 4 Educate customers about the value and importance of OEM certifications, I-CAR Gold Class longevity and I-CAR Platinum™ designations. 8 I - CAR COLLISION REPORTERAudi OEM Network Training Raises the Bar TERRY MALONEY Structural Technician, Precision Collision MARK ALLEN Collision & Equipment Manager, Audi of America; Member, I-CAR Board of Directors MICHAEL LASTUKA OEM/Auto Industry Liaison, State Farm Insurance The way Terry Maloney sees it, the more I-CAR and OEM-specific training he consumes, the more confidence he can bring to his structural technician role at Precision Collision in Louisville, KY. Not only does Maloney, a Platinum technician, work to maintain his annual I-CAR training requirements, but he makes time for balancing the additional training requirements of approximately six OEMs. “I try to swallow up as much knowledge as I can,” he said. “It absolutely allows you to dial-in on skills you’ve had that perhaps you started taking for granted. My goal is to stay ahead of the curve.” Maloney concedes this “next level” of commitment can be stressful, but points to the accomplishment he feels whenever he completes a course or certification. CONTINUED ON PAGE 10 > 9 THE CUSTOMER ISSUENext >