You’ve probably heard this current business buzzword: "the experience." You might think that doesn't apply to the straightforward, uneventful auto repair industry, but I see it differently. Following this concept, we can learn something from Disneyland, which just might be the ultimate experience. They even have a Disney Institute, teaching people how they do it.
You’ve probably seen the Olympic gold medal winner or Super Bowl winner at an interview when asked what’s next, say: “I’m going to Disneyland.” That got me to thinking about applying the Disney experience to an auto repair shop, making you stand out from the rest.
A Disneyland-like experience at an auto repair shop would elevate the entire visit into something fun, customer-focused, memorable, and still get their car repaired. It would be a unique blend of excitement and comfort. Something that would pop into the customer’s mind when they think of your shop.
The 2019 study, “Forrester Study: Economic Impact of Qualtrics CustomerXM”, by Catherine Thurtle, highlights that companies that lead in customer experience outperform those who don’t by nearly 80%. Everything your company does impacts the customer experience.
Some of the ideas from the following list may be useful or allow them to inspire you to create your own experience. Bounce it off your team; they may have some ideas you hadn’t thought of before.
1. Immersive Theming: Just like Disneyland, the shop could have a creative, themed environment—perhaps designed around cars, racing, or even classic automotive films. The waiting area might resemble a vintage garage or a sleek, futuristic pit stop, making it visually engaging and entertaining for customers of all ages.
2. Exceptional Customer Service: Disneyland is known for its “cast members” who provide cheerful, above-and-beyond service. At the auto repair shop, staff would be highly trained to provide exceptional service, with warm greetings, personal attention, and a positive attitude. If you went all out, they could wear themed uniforms or other items to fit the overall experience. And a little bit of good-natured humor goes along way.
3. Engaging Waiting Area: The waiting area would offer more than just Wi-Fi and coffee. There could be interactive elements like virtual reality games about racing, car trivia challenges, or even a big screen TV playing car-related movies or educational content. It might also include charging stations or dedicated play areas for kids.
4. Fun Extras for Kids: Just as Disneyland caters to families, the auto repair shop could offer special activities for children, like a play space with car-themed toys or coloring books.
5. FastPass-like System: To enhance convenience, the shop might implement a fast-lane service option, allowing customers to book appointments online, drop off their vehicles with minimal wait, and receive real-time updates through an app, much like Disneyland’s FastPass or Genie+ system for rides.
6. Branded Merchandise and Souvenirs: Like Disneyland, the shop could have branded merchandise, from keychains and caps to car accessories, providing a fun way to remember the visit. Customers might also receive small tokens or rewards, like a collectible car-shaped air freshener or stickers for kids.
7. Attention to Detail and Magical Moments: Disneyland creates "magical moments" through surprise touches. At the repair shop, this could translate into surprise upgrades, complimentary car washes, or even a small treat left in the car after service. Staff might hand out thank-you cards or small tokens of appreciation to leave a lasting impression. Have a spot where you rotate auto oriented cartoons.
8. Efficient and Seamless Service: Just as Disneyland focuses on optimizing the guest experience, the shop would be highly organized, with smooth processes from drop-off to pick-up. Communication would be proactive, and any problems would be resolved quickly and courteously.
This approach would transform your auto repair shop into a destination of sorts, blending top-notch service with entertainment and fun to make the experience enjoyable, stress-free, and even exciting for both adults and kids. Maybe most of all, memorable.
