Located in Rockville, Maryland, near Washington D.C., Imperial Autobody has been a trusted name in collision repair since 2005. The shop, led by Vice President Anthony Poochikian, has a team of 27 dedicated employees and handles an average of 230 cars per month. As a top-performing shop, Imperial Autobody has leveraged certification to set itself apart in a competitive industry.
Challenges
Imperial Autobody initially built its business around a high volume of drive-ins, averaging 20-30 cars per day, largely driven by its status as a top shop for a major insurance provider. Everything was done at the shop, from initial assessments to final repairs, which streamlined operations and contributed significantly to the business’s growth.
Everything was done at the shop, from initial assessments to final repairs, which streamlined operations and contributed significantly to the business’s growth.
However, changes in the insurer’s business model introduced a new service center where cars had to go first before being sent to Imperial Autobody. Instead of receiving cars directly, Imperial had to send employees to pick up vehicles from the service center. The added steps resulted in a significant drop in volume and increased operational complexities. The need for extra manpower to handle the additional logistics, along with heightened liability concerns, disrupted the previously efficient workflow. Faced with these new challenges, Anthony realized he needed a new way to attract customers.
See if you qualify for the Collision Performance Network.
Motivation for Certification
To attract new business and increase volume, Imperial Autobody decided to pursue certification through CPN. The shop recognized the competitive edge certifications would provide and saw an opportunity to differentiate itself and appeal directly to customers looking for certified, reliable repair services. Certification serves as a mark of quality and trust, and assures customers that the shop adheres to the highest industry standards and best practices required by the manufacturer.
Anthony explained, “The main motivator for getting certified was to set ourselves apart in the industry and cater to the customer. It keeps us honest and gives us confidence in our technician training.” He emphasized that certification ensures their technicians are up-to-date with the latest repair techniques and technologies, which is crucial in an industry that is constantly evolving.
Enhanced Training and Confidence
Certification through CPN has had a significant impact on Imperial Autobody’s operations, particularly in employee training. “The training required for certification keeps our employees honest and instills a sense of accomplishment,” Anthony said. “It makes the repair process better with more confident employees, and our quality control process is much quicker and more efficient.”
The certification program helps ensure staff members are proficient in the latest repair techniques and familiar with up-to-date technology and tools. This continuous education enhances technical skills and bolsters confidence in executing repairs to the highest standards. As a result, Imperial Autobody saw a notable increase in customer referrals and positive reviews, and the reputation for high-quality repairs bolstered by certification has become a key driver of growth.
Interested in learning more about getting your shop Certified? Click below to learn more about the OEC Collision Performance Network and OEM Certification.
Improved Repair Quality and Customer Satisfaction
Following OEM procedures has become a cornerstone of Imperial Autobody’s commitment to quality. By following manufacturer guidelines, the shop helps ensure that every repair meets the highest standards. “Customers trust us more because we are certified,” Anthony noted. “Insurers also find it easier to negotiate with us.” The team at Imperial also speaks with customers about the importance of using OEM procedures, reassuring them that their vehicles are being repaired correctly and safely, which has helped boost customer confidence.
Attracting New Customers
The impact of trust extends beyond customer satisfaction. “The average sales ticket per car has gone up because of this trust,” Anthony highlighted. Customers are more willing to authorize comprehensive repairs and additional services when they are confident in the quality of the work being performed. This increase in customer authorization not only boosts revenue per vehicle but also enhances overall business profitability.
A significant factor contributing to increased business opportunities is Imperial Autobody’s visibility through OEM shop locators. Customers can search for a certified shop by manufacturer and Imperial Autobody consistently appears as a top option. “Being included in OEM shop locators has been a game-changer for us,” Anthony explained. “Customers often start their search for a repair shop on the manufacturer’s website. Knowing that we are certified by their vehicle’s manufacturer gives them immediate confidence in our capabilities.” This increased visibility drives new business from customers specifically seeking certified repair shops.
Attracting and Retaining Employees
Certification also plays a crucial role in attracting and retaining top talent. Skilled technicians are drawn to certified shops because they recognize the shop’s commitment to quality. Anthony noted that technicians want to work where their skills will be valued and where they can continue to grow professionally. The continuous training and development opportunities provided by CPN certifications ensure that employees are always up-to-date with the latest repair techniques and industry standards.
See if you qualify for the Collision Performance Network.
Looking Ahead
Imperial Autobody plans to continue leveraging certifications to grow its business. The shop is exploring ways to use its certifications for search engine optimization and online advertising, aiming to attract more customers through targeted marketing efforts. Anthony advises other repair shops to get certified and “use it as a marketing tool to promote themselves.”
Imperial Autobody’s commitment to certifications has significantly elevated its position in the competitive collision repair market. Through CPN, Imperial enhanced its repair quality and operational efficiency, gained visibility through OEM shop locators, and increased customer trust, leading to higher revenue per vehicle. As Imperial continues to leverage these certifications, it stands as a model of how industry credentials can drive business growth, customer satisfaction, and operational excellence.
