This effect of a growing number of large professionally managed collision repair centers competing for a defined volume of work, will be felt in all areas of a collision repairer's business. But the impact of consolidation and increasing competition will be particularly important in the customer communication process. One of the largest benefits of consolidation is the increased market presence afforded a multi-location repair chain. Each location operated by the consolidator provides visibility to the consumer and convenient market coverage. Also, this larger market presence can help the consolidator secure referral relationships with insurers, either as part of a DRP or through agent referrals, or from OE dealers and other non-traditional referral sources.
Size also brings with it the ability to spread marketing costs over a larger sales volume.
Building a corporate identity and consumer recognition will be one crucial task facing any potential industry consolidator. Consolidators will spend heavily to build this identity. The customer communication process includes tasks such as advertising, damage reporting, selling, claims settling, repair progress updates and customer follow-up or CSI tracking. Communication takes place between the shop and insurance companies, individual vehicle owners and fleet and other non-traditional referral sources. Each of these categories holds an important relationship to the whole of your customer communications.