Putting the “Customer” Back in “Customer Service” – Because That’s Who We Work For

by Matthew Ciaschini, AASP/MA President

Let me ask you something: When was the last time an insurance company walked into your shop, handed you their keys and said, “Can you help me get my car back to safe, car worthy, pre-accident condition?” Exactly. That’s never happened.

And yet, too many shops out there still treat the insurer like they’re the customer. Well, they’re not. They never were. And the sooner we all reset that relationship, the better off this industry will be.

Here’s the thing: We’re not in the insurance business. We’re in the collision repair business. Our customer is the vehicle owner – the person who drives that car, loves that car, relies on that car. The insurer? Their legal duty is to indemnify the customer for their loss. That’s it. Nowhere in that definition does it say “negotiate repair methodology,” “set pricing” or “micromanage a repair facility’s operations from a call center in Nebraska.”

Our job is to repair the vehicle. Safely. Properly. According to OEM standards. That’s it. We are not collections agents, claims adjusters or risk-management actuaries. We are repair professionals. And that’s how we need to show up – with the customer front and center, every single time.

I know that’s easier said than done. Trust me, I run a shop just like you. We all face pressure from insurers who want to twist our roles, dictate what they’ll “allow” or pretend that some other shop down the street will do it “differently,” meaning cheaper. But here’s the good news: None of that matters when you’ve got your customer fully informed, fully empowered and fully on your side.

The path forward isn’t through more arguing with desk reviewers or begging for an additional 0.7 for a blend. It’s through honest, transparent conversations with the people who actually own the car. When they understand why a specific procedure is necessary or why we’re not using aftermarket parts on their vehicle, they become our allies. And when they push back on their insurer, magic happens. Sometimes it’s fast, sometimes it’s ugly – but it always starts with the customer.

So, how do we take our businesses back? Simple! We stop making decisions based on what an insurer will “cover.” Instead, we write the repair plan the car needs. We show the customer. We explain the who, what, where and why. We make it clear that our relationship is with them, not some anonymous claims portal. And if the insurer refuses to reimburse for it? That’s a problem between the policyholder and their carrier, not us.

Now, let’s be honest; this approach takes guts. It takes time. It takes effort. It takes employee buy-in. It means being willing to have hard conversations and sometimes even lose a job when the customer isn’t willing to stand up for their rights. But what is the long-term payoff? Massive change. Because when you’re known as the shop that tells the truth, the shop that puts safety first, the shop that works for the driver, the person, the family – not the insurer – you stop being just another cog in the wheel and become a real contribution to the betterment of your community. You become a trusted advocate, a real professional. The kind of shop people recommend to their friends and family, not because you’re the cheapest, but because you actually give a sh*t!!! The most amazing part of working for the customer is you CAN conduct a more successful business on any scale.

Look, we all got into this industry because we love fixing cars. We love solving problems. We love handing someone their keys and seeing that look of relief and happiness that says, “Thank you. I didn’t know who to trust, and you took care of me.” That’s why we do it. Not because some actuary hands an executive a spreadsheet that states in Massachusetts we’re worth $43/hour.

Let’s get back to that. Let’s remind ourselves – and each other – that the power has always been in our hands. We just forgot for a while. But let’s get back to that NOW!

So, here’s my challenge to you: Next time a customer walks in, start the conversation with this line – “I work for you.” See what happens. Educate them. Empower them. Explain the process. Show them what safe, quality repairs actually require. And let them decide how to proceed with their insurer.

If we all do that, shop by shop, customer by customer, we’ll start to rebuild this industry from the inside out. No regulation or reimbursement recommendation from some advisory board can do that for us. But we can. And we will.

Let’s get back to fixing cars. Let’s get back to working for the customer. Set your price and charge it.

And if a desk reviewer calls you and asks why you charged for a weld test panel, or for additional blend time, or repackaging and returning the junk parts they prescribed to your customer’s vehicle, just tell them you’re happy to explain…right after they send you a signed authorization to act on behalf of the policyholder.

Work for the customer that sits in that vehicle, the customer that straps in the car seats in the back seat of that vehicle, the customer that commutes to work in that vehicle. No matter what your relationship is with the insurer, good or bad, contract or independent, remember who you repair that car for. The customer.

Want more? Check out the August 2025 issue of New England Automotive Report!