Lexus unveils repair network

Feature

The new Lexus Approved Repairer Network was launched recently at a highly successful event in Sydney, reports David Clutterbuck.
All but two of the 36 collision repairers that now make up the Lexus Repair Network attended the launch of the initiative, which is no small feat, given that they all had to pay their own way and accommodation. Those that attended the event at Sydney's Stamford Plaza Hotel included some of the best repairers in Australia such as Brent Wilson from BA Wilson Car Craft in Joondalup, WA, Kevin Robinson and Michael Crawford of Marque Motor Body in Melbourne, Don Hadwen of Hadwen's Collision Repairs in Brisbane, David Cole of Blackburn Motor Body in Melbourne, Craig Hall of Craig Hall Bodyworks, Tony Farrugia of Tony Farrugia Bodyworks in Canberra, Andy Holzer of Inkerman Panels in Melbourne, Greg Henson of Callaghan Collision Centre, Frank D'Agostino of Cabramatta Motor Body Repairs, Mick Zammit of Scientific Motor Body and Richard Nathan of Nathan's Prestige Autobody Repairs in Sydney. Industry representatives including John Smith of AARN (which was instrumental in setting up the network), Richard Pitchforth of ebenchmarking, Wayne Green of Streamline Business Systems and Darren Lobley of Glasurit also attended.
The new Lexus network of 36 repairers is a significantly slimmed down version of the previous approved network, which included 54 repairers, with a total of 110 at the application stage.
The day-long launch took the form of a conference detailing the Lexus culture, marketing expertise and repair techniques. As with all new Lexus dealers, the repairers went through the Lexus 'induction program' which is designed to ensure that everyone who deals with a Lexus customer understands the philosophy behind the company.
Lexus is the fourth best selling luxury car marque in Australia, behind Mercedes Benz, BMW and Audi but the company is targeting third spot with the launch of the new RX330 all-terrain vehicle. Customer service is critical to the company, which has a market-leading 78 per cent customer retention. Aftersales, which includes collision repair, accounts for more than 75 per cent of the decision by the customer to buy another car said Lexus Australia Parts and Service manager Bob Dawes.
As part of its commitment to ensuring the success of not only the network but the repairers within the network, Lexus announced that it will pay for six months subscription to ebenchmarking, the online benchmarking program, as long as the repairers chipped in for another six months. "This will allow ourselves and the repairers a chance to see how they perform in every aspect of their business against the best in the industry," said Dawes.
Discussion at the conference ranged from signage (it was decided that conservative signage was in keeping with the prestige Lexus approach), training (Lexus will provide training to repairers on all new models and refresher training periodically) to insurers (Lexus will invite insurance assessors to all training sessions in order to show them why it may be necessary for instance, to remove the roof panel to reach the A-turret).
Lexus showed attending repairers a new accident repair guide that will be placed in all new Lexus vehicles. It contains a list of all Lexus repairers in the network. Extensive coverage of the conference will also be given in the Lexus lifestyle magazine, Lexus Living sent to all Lexus customers, containing contact details for the whole network.
Peter Strelnikow, customer service manager for Lexus, said the company will introduce a customer service index (CSI) program allowing Lexus to track the CSI ratings of everyone in the network. "We will be able to use this as a measuring tool to track how each repairer is performing and take this into account at the time of contract renewal but also as an improvement tool allowing us to look at where we are strong and where we need to get better," he said.
The launch of the network was proof that Lexus is serious about its aftersales service and the good response from repairers at the event was proof that the best repairers in Australia are equally committed to excellence.