Workshops Don’t Need to Work Harder — They Need to Communicate Better
New AAAA research reveals trust, transparency and follow-up are the real drivers of customer loyalty
Independent automotive workshops are losing customers they should be keeping, not because their mechanical work is falling short, but because customers cannot always see, understand or trust the value of the work being done.
New research commissioned by the Australian Automotive Aftermarket Association (AAAA), Car Owners’ Needs & Workshop Delivery Alignment 2026, has identified a significant opportunity for independent workshops to improve customer retention by focusing on communication, transparency and simple post-service follow-up.
AAAA Director of Government Relations and Advocacy, Lesley Yates, said the findings show that the opportunity for workshops is larger than it first appears.
“This research should be incredibly encouraging for workshops,” Ms Yates said.
“The message is not that workshops need to rebuild their businesses, buy expensive new equipment or suddenly become something they are not. The message is that many workshops are already doing excellent work — but they need to make that quality more visible to customers.
“The gap between a highly loyal customer and one who drifts away is not usually a workmanship gap. It is a communication gap.”
“The research found that 60% of Australian car owners are committed customers who always use the same workshop or mechanic, while 27% are regulars who mostly stay loyal. The remaining 13% are undecided customers who shop around or are still looking for a preferred provider.” Ms Yates said the undecided group represents a major recoverable opportunity for the independent aftermarket.
“These customers are not lost. They are looking for a reason to come back,” Ms Yates said.
“What they need is a frictionless, reassuring experience. They want to understand what was done, why it mattered, what needs to happen next and whether they can trust the advice they have been given.
“That is not a technical problem. It is a customer experience problem — and it is absolutely within the control of the workshop.”
The report found that trust and reputation are the dominant drivers of workshop selection, while price is less decisive than many operators believe. Seven in ten Australians say they are willing to pay more for a workshop they trust, and even undecided customers require a significant discount before seriously considering switching.
“The price premium many operators worry about is not the barrier they think it is,” Ms Yates said.
“Customers do not leave simply because a cheaper option appears. They leave when trust breaks down, when communication is unclear, or when they do not feel confident about what has happened to their car.”
The research also highlights a significant issue around warranty servicing. With 46% of car owners currently having a vehicle under warranty, many incorrectly believe they must return to a franchised dealership to protect that warranty.
Ms Yates said this misconception is costing independent workshops work they are legally and commercially entitled to compete for.
“The warranty channel is being surrendered unnecessarily,” Ms Yates said.
“Independent workshops need to be much more confident and proactive in explaining to customers that they can choose where their car is serviced without automatically voiding their warranty, provided the work is done properly and in accordance with the required standards.”
The report identified three practical, low-cost behaviours that strongly support customer retention: clear explanations at handover about what needs attention now and what can wait; proactive updates during the service, including calls, texts, photos or videos where appropriate; and a post-service check-in within 48 hours to confirm the customer is satisfied and answer any questions.
Ms Yates said these habits are not cosmetic extras; they are commercial retention tools.
“Written quotes, proactive service updates, clear explanations and consistent follow-up are the habits that separate the workshops customers commit to from the ones they drift away from.”
The research also found that while overall satisfaction with workshop service is high, the loyalty gap widens at key human touchpoints, including booking, drop-off, pickup and post-service care.
“Customers form their view of a workshop through every interaction — from the booking process and front counter experience to the quote, explanation and follow-up afterwards.
“The commercial opportunity is significant. The work is good, the skill is there, and workshops that communicate that value effectively will be better placed to retain customers long-term.
The full Car Owners’ Needs & Workshop Delivery Alignment 2026 report is available exclusively to AAAA members as part of the Association’s Market Intelligence Program, which delivers current research, industry trend data and practical commercial insights to help members understand the market, strengthen customer relationships and plan for future growth.
AAAA Members can login to the member portal HERE