While C&M Auto Service has a strong customer base that has been loyal to the shop since it opened in 1984, shop owner Chuck Hartogh says things have changed when it comes to attracting new patrons.

“In the past, we had a great response using direct mail, but that does not bring in the new customer like it used to,” Chuck says. “People have the Internet at their fingertips now, and when they need to find a service facility, they go online to do their research. Good reviews are a big draw for people looking for automotive service.”

To that end, Chuck says the bulk of the advertising dollars earmarked for the Glenview, IL, shop is used for Internet marketing.

“We track every new customer who comes to us,” he explains. “Right now, new customers are brought in by Google, Yelp, word of mouth and networking groups such as the local chamber of commerce and LeTip.”

It’s one thing to bring a new customer into the shop, but it’s another thing to keep him or her coming back for routine maintenance and service.

“Keeping customers requires providing a consistent, quality product, earning their trust and building a friendly, professional relationship with every customer who comes through our door,” Chuck says. “We do newsletters, service reminders and service specials using email to help keep our name in front of our customers.”

Customer Focused

Customers also appreciate the perks offered by C&M, such as free loaner cars, vehicle and customer pickup and delivery, automated maintenance and service reminders, a customer-loyalty program based on customer spending, a three-year, 36,000-mile warranty, and 24-hour towing service. When you add in the shop’s impeccable appearance, it’s easy to see how C&M Auto Service has remained successful.

“Appearance is everything,” Chuck explains. “A customer’s first impressions can pave the way in earning their trust. If they see everything is clean and organized in the shop, it shows that we care. We love to take a customer into the shop area and hear them say, ‘Wow, it is clean in here!’”

But the building isn’t just clean, it’s inviting — and closer to what you’d experience in a doctor’s office, not necessarily an automotive repair shop.

“Our waiting room is equipped with comfortable seating, coffee, tea, water and freshly made cookies,” Chuck says. “We have Wi-Fi and a work station with a computer for customers to use. We do a program with the Glenview Art Guild where every quarter a local artist displays their artwork on our waiting room walls. They are all available for sale and the price is listed on an info card. The artwork is really nice and it helps keep the area fresh.”

Professional Staff

To set the shop apart from the competition, Chuck says the staff always pays attention to the smallest detail for a consistent service experience.

“We try to tailor the service to the customer’s needs,” he explains. “We try to learn how the vehicle is used, how long they plan to keep it, who is driving it and what the customer’s expectations are.

“This helps provide value to the service experience, and it’s why building a relationship with the customer is so important,” he continues. “We take the time to communicate with our customers, where other shops don’t.”

C&M Auto Service currently employs four technicians, including two A-level techs who are ASE Master-certified, one B-level tech and a C-level tech who is quickly growing into a B-level employee. They attend training sessions offered by suppliers, as well as the Garage Guru program offered by Federal-Mogul Motorparts.

While Chuck has turned to Craigslist and other sources when an opening arises, he tries to provide a professional atmosphere of mutual respect that can go a long way in helping to retain employees.

“I work closely with the techs to help with problem solving,” Chuck says, adding that he also provides the necessary tools, information and training they need to succeed. “It’s a matter of respecting them and treating them like the professionals that they are.”

Shop Profitability

To maintain a profitable shop, Chuck says the staff pays careful attention to parts margins, dispatches work to the right technician and monitors suppliers’ costs.

“This past spring, we purchased a tool that we use on every vehicle that comes in called the Medtronic DSS-7000,” he says, “and it has increased our battery sales immensely. It’s able to measure a battery’s reserve capacity, not just cranking amps. We’re able to print out a nice report to our customers; it’s a great sales tool, and the techs love it!”

In addition to having the right equipment, Chuck says providing the right information is just as important.

“We use electronic cataloging integrated with our shop management program,” he says. “We also give technicians easy access to repair and customer information. After all, it’s information that fixes cars!”

Industry Connections

Having been in the automotive repair industry for a number of years, Chuck has had the opportunity to be an active member of several groups.

“I have been active for many years in our local Bumper to Bumper dealer group, which meets about six times a year,” he says. “I’m also currently a member of the Auto Care Association, and I chair the Car Care Professionals Network (CCPN) segment, which is comprised of 11 independent shop owners from around the U.S. and Canada.

“The Auto Care Association utilizes our group as a resource to get information about how things happen at the shop level. This helps them to make decisions when implementing new ideas when growing their business.”

Each industry meeting is always a learning experience, and Chuck says he has appreciated the opportunity to be involved.

“I’ve met many great people who are committed to and passionate about the automotive aftermarket,” he says. “And knowing how things work on the distribution and manufacturing levels also helps me make decisions with my business.”

At the end of the day, Chuck says running a successful automotive repair shop comes down to many things, but building relationships is a common thread.

“You need to find the right people to staff the business and then commit to their professional growth,” Chuck says. “And you also have to build relationships with customers and grow a network of people in the industry from whom you can learn.”