Whilst it’s easy to focus on processes and efficiency in the fast-paced, problem-solving world of automotive claims and repairs, it’s important to remember that at the heart of every repair journey is a person, often dealing with an unexpected disruption, an accident, or a stressful situation. That’s why service with a smile isn’t just a nice-to-have in the automotive industry, it’s essential that can go an incredibly long way in impacting the overall customer experience.
At S&G Response, we completely appreciate this, and understand that the tone and attitude of service can be just as important as the outcome.
Smiling, showing empathy, and maintaining a friendly demeanour, whether that’s face-to-face, over the phone or written down, can dramatically change a customer’s perception of their experience. And there’s a growing body of psychological research to support that view.
First impressions matter
According to a study conducted by the University of Aberdeen’s Face Research Laboratory, people who smile are perceived as being more attractive, trustworthy and competent than those who don’t, and in the context of customer service, that first interaction sets the tone for the entire experience.
This is because a warm and friendly manner can help to immediately build rapport and put the customer at ease straight away, and for drivers dealing with accident repairs or insurance claims, even a short, empathetic conversation with a positive tone can ease anxiety and signal that they’re in safe hands.
Friendly service improves customer satisfaction
Research by Bangor University, commissioned by the Institute of Customer Service, found that customer satisfaction is significantly influenced by the perceived friendliness and helpfulness of staff, even more so than product or service performance in some cases.
In fact, the study revealed that the most common factor behind high service ratings was having ‘staff who are friendly and make me feel valued’, highlighting that when customers feel genuinely listened to and treated with warmth, their overall experience improves – even if the issue they’re facing, such as a vehicle being off the road, hasn’t yet been resolved.
The ‘emotional contagion’ effect
The psychological phenomenon known as emotional contagion refers to the way people tend to unconsciously mimic the emotions and behaviours of those they interact with, and according to a 2014 study published in the Journal of Consumer Research (Oxford University Press), emotional tone from customer service representatives can influence not only the customer’s mood, but their perception of the service quality itself.
In practice, this means that a smile, even when it’s just ‘heard’ in someone’s voice, can be contagious, and that a calm, helpful manner can reduce tension and lead to a more productive, positive interaction, even in cases where delays or issues arise.
Smiling is good for staff wellbeing too
It’s not only customers who benefit from a friendly approach – employees do too.
According to research from the University of Warwick, happy workers are 12% more productive, and positive social interactions at work, including smiling and kind gestures, play a big part in this too.
For employers, this can be seen by those actively creating a culture where staff feel supported, valued and empowered to be themselves, as it directly impacts how they treat customers. As such, investing in a working environment that prioritises wellbeing, encourages human connection and reminds us of all that every interaction, no matter how brief, can make a huge difference.
In an industry driven by moments of stress, friendliness stands out
Let’s not forget that people don’t usually interact with accident management companies (AMCs) when life is going well. They reach out after an accident, or when something has gone wrong.
In these moments, frustration and uncertainty are high, and patience can be low, which is exactly why being calm, courteous, and approachable matters more than ever.
Instead, when a claims handler takes the time to listen, speak clearly and reassure a driver, it transforms the conversation into one less about process and more about care – something which, in an industry where customer retention and reputation are crucial, allows for moments of connection which set leading providers apart.
Going ‘off-script’ makes friendliness authentic
Whilst it’s common for organisations to encourage employees to be friendly, it’s even more important that this approach is genuine and not robotic, especially as a 2021 report from the UK’s Institute of Customer Service stated that customers are increasingly able to tell the difference between ‘scripted friendliness’ and sincere, individualised service.
It’s no surprise that those respondents said they valued the latter far more, which is why it’s important to not just train staff for efficiency, but to train for empathy as well, as teams who are empowered to bring their personalities into the conversation can build trust more naturally, and support customers in a way that feels human – not transactional.
Promoting a people-first customer service
In a digital-first world, it can be easy to forget the power of a smile, but in the automotive industry, especially within accident management, it’s the human touch that turns a difficult experience into a manageable one.
That’s why here at S&G Response, we see service with a smile not as a finishing touch, but as a vital part of how we deliver support, and from the first call through to the final vehicle handover, a positive tone and friendly attitude are embedded in how we work.
By placing kindness and approachability at the heart of our service, we’re not only improving satisfaction, but we’re also helping to build an automotive ecosystem where professionalism and positivity go hand in hand.
Contact us today to find out how we can help you enhance your service delivery today.
