Collision repair customers usually don't walk in calm — they enter repair shops when they're stressed, shaken, and in search of someone they can trust. This is where strong customer service will make or break a shop's reputation. In this example from the vehicle repair industry, Fender Bender explores how strong industry knowledge, paired with an empathetic approach and warm tone that welcomes frazzled customers, can boost your brand's image, regardless of the industry.
In industries where there's not much price competition, your people become the number one differentiator in customer choice. Whoever sits at your company's front desk — physical or virtual — serves as the face and voice of your company for the customer. The ideal front-desk rep is not only knowledgeable, confident, and empathetic, but also uses terminology and language the customer can understand (i.e., no rigid industry jargon). Ideally, they're good at reading people and can tailor the level of detail to make the customer feel more comfortable and informed (but never overwhelmed with information).
The problem is that many businesses don't view the "front desk" as a gateway, but rather as a necessary position for routing inquiries. Many businesses lack formal training for this important role, and new hires often learn by observation and trial by fire, which can lead to negative customer experiences, such as repeatedly putting callers on hold without explanation. The fix is regimented training with coaching, refreshers, and ongoing support.
Whether you're selling software, healthcare services, manufacturing solutions, or car repairs, trust is built — or lost — at the first touchpoint. Training and clear communication turn customer experience into revenue.
About the Author
Abby White
Vice President, Content Studio
Abby White is a content strategist, newsroom-trained writer, and brand storyteller. As Vice President of EndeavorB2B’s Content Studio, she leads client-driven custom content programs across 90+ brands and the content strategy for topic and role-based newsletters serving executive audiences. An award-winning journalist with a marketer’s mindset, Abby brings 25 years of experience leading editorial, communications, marketing, and audience-building efforts across industries.
Abby launched her first magazine, Abby’s Top 40, in 1988 and made everyone in her family read it. While attending the University of Illinois, she paid her rent as a professional notetaker, which might explain why she still gets asked to take notes in meetings. Since then, she has held editorial leadership roles at an alt weekly, a newspaper, a luxury lifestyle magazine, a business journal, a music magazine, and regional women’s magazines, developing a sharp writing edge and a conversational tone that resonates with professional audiences.
She expanded into marketing while leading communications for an entertainment industry nonprofit and later drove rebranding and audience-building efforts for an NPR music station. At EndeavorB2B, she has been instrumental in driving editorial excellence, developing scalable content strategies across multiple verticals, and building the foundation for EDGE, the company’s portfolio of executive newsletters.
And if you’re a writer interested in contributing to MarketingEDGE, she’s the person you need to (politely) bug.
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