Redefining Value in a Challenging Climate

by Eric McKenzie, ABAT Vice President

There’s no shortage of noise in the industry right now – and not much of it is particularly encouraging.

From economic shifts to industry-wide disruptions, much of the current landscape feels outside of our immediate control. But dwelling on what’s broken doesn’t move anyone forward. The more productive question that we should all be asking ourselves is:

What can you control, and how are you using it to stand out?

In tough times like those we’re now facing, differentiation isn’t a luxury. It’s a necessity required for the survival of our businesses. For many shops, the foundation is already there.

The concept of “good service” isn’t new, but our ability to execute it has evolved. While a friendly handshake and a timely phone call remain cornerstones, today’s customers expect a digital-first seamlessness. Technology has raised the bar, and customers now expect responsiveness, convenience and clarity at every step. Leaning into tools like AI-powered after-hours support, online scheduling and digital estimates isn’t about reinventing the wheel – it’s about refining it by removing friction.

And that matters because it signals to the customer that their time is respected. Ensuring no call goes unanswered – whether it’s made at 10am or 10pm – sends a vital message: the customer is the priority, and we are dedicated to taking care of them. It reinforces something simple but powerful: “this shop values me and my business.”

At the same time, customer experience alone isn’t enough. While those interactions win hearts, what happens behind the scenes wins trust and carries just as much weight – especially as vehicles become more complex.

OEM certifications provide a shop’s greatest competitive advantage. These certifications represent a massive investment in specialized training, high-end equipment and rigorous ongoing education. For dealership-owned collision centers, this is a particular gold mine. These credentials often extend well beyond the brands sold on your own showroom floor; they position you as the preferred partner for manufacturers who lack their own collision facilities, and that doesn’t happen by accident. It happens because of trust, training and proven capability.

Yet, too many shops treat those certifications like fine print instead of a headline.

That’s a missed opportunity. Technical expertise is only a differentiator if the market knows it exists. Customers may not grasp the intricacies of a specific frame bench or a software calibration, but they do understand safety and authority.

If you’re investing in advanced training, specialized equipment and ongoing certification requirements, you should be proactively talking about it – consistently and confidently. This is what sets you apart from the shop down the street or the one an insurance company is steering customers toward.

More importantly, it’s what reassures your customer that their vehicle is in the right hands. Marketing those capabilities doesn’t have to be complicated, but it does need to be intentional. It isn’t enough to hang a plaque in the lobby; we must weave our certifications into our digital presence, our branding and our outreach.

Targeted social media campaigns aimed at specific vehicle owners, geofencing around dealerships or high-end retail areas and clear branding that highlights certifications reinforces the same message: this shop is where their vehicle belongs. And that message carries weight when it’s backed by real expertise.

It is a mistake to view customer service and technical capability as separate strategies; they are two sides of the same coin. Advanced training and proper tooling don’t just improve the quality of the repair; they are the customer experience. Ensuring a vehicle is restored to exact factory specifications is the ultimate form of customer care! And combined, they build trust and demonstrate expertise.

So, while the industry may feel uncertain, the path forward isn’t. Shops that continue to invest in both experience and expertise (and aren’t afraid to talk about it) will be the ones that rise above the noise – not because they changed everything, but because they doubled down on what actually matters. That’s how we move beyond surviving the current climate into the realm of redefining it.

Want more? Check out the April 2026 issue of Texas Automotive!