It’s common to hear or read about the growing influence of women in today’s society. The U.S. Census Bureau reports that three in 10 households were maintained by women in 1996. According to the National Foundation for Women Business Owners, women-owned enterprises are growing faster than the economy in general. The National Automobile Dealers Association’s latest quarterly survey shows evidence that women are a growing part of the dealership sales force. The National Institute for Automotive Service Excellence reports that women are not only becoming more influential in deciding what car to buy, they are also taking over the traditionally male-dominated responsibility of maintenance and repair. With this increased buying power of women comes an increasing need for automotive service employees to understand women’s likes and dislikes, as well as their buying habits.

Big and influential
Logoase ASE reports that more than 65 percent of customers who take their vehicle to a repair shop for service and repair are women. AutoInc.’s annual How’s Your Business survey of Automotive Service Association (ASA) members recorded slightly lower figures, with the gender distribution of customers balanced at 50 percent female and 50 percent male. This increasing presence and buying power of women in the automotive industry is the result of a rise in the overall percentage of female drivers, while the overall percentage of male drivers is decreasing; and research that shows nearly half of new car purchases are made by women, and 53 percent of used-car sales can be attributed to women. In addition, Ford Motor Marketing reports that women influence 80 percent of all purchases and have 95 percent veto power regarding automotive purchases.

Customer service/politeness count
Nine out of 10 women responding to a recent Car Care Council survey said they believe repair shop operators and technicians treat them differently because they are women, and the difference is seldom positive. According to the survey, women want to be informed customers, understand the repair in layman’s terms and receive quality repairs and customer service … not really any different than the expectations that men have for automotive repairs. “Repair businesses that respond to women’s needs and expectations by providing clean waiting rooms, timely delivery, and repair orders that are easy to understand are making smart business decisions,” said Lyn St. James, famed Indy car driver.

A Bozell Worldwide and U.S. News & World Report 1996 study showed that politeness is extremely important in a woman’s buying process. Nearly 60 percent of women say they have left a store, stopped buying products or hung up a telephone at least once in the past year due to poor customer service. Of that total, 49 percent have done so one to five times; 7 percent, six to 10 times; and 3 percent, 11 or more times.

The same study identified an overall lack of civility in U.S. residents’ day-to-day lives, with 78 percent of both men and women agreeing that rudeness has become more rampant in the past decade. Ninety-one percent see this downward shift as a very serious problem. This data suggests that common courtesies and the basic rules of etiquette extended by shop personnel will go a long way toward satisfying customers, especially women.

According to About Women and Marketing magazine, service with a smile and a “can do” attitude make women customers feel welcome. Women like to know that someone is available to answer their questions with “yes,” “no” or “I’ll find out” responses instead of “I don’t know” or “I don’t think so” responses. When women complain, they tend to be forgiving if they see progress toward resolution. If the complaint turns out to be a lengthly process, offer them frequent updates and invite them to use your complimentary services (i.e. coffee, shuttle, etc.).

Women with small children in tow will appreciate a play area for their children while they wait; older women customers will enjoy comfortable benches or chairs on which to rest. When their vehicles are ready, women customers like an efficient, expedient process at the front counter (unless they have questions about the repair; if this is the case, be ready to provide a lot of details).

“There is a growing appreciation of female customers. Technicians report that females ask more questions, inquire about details, and are more willing to look under the hood, or check out parts,” said Diane Hohman, an automotive consultant in Herndon, Va.

After the repair, make sure women are part of any customer follow-up program. The Council for Marketing and Opinion Research reports that most women (64 percent) find answering surveys an interesting experience. Nearly the same amount like to see how their responses compare with those of others. Overall, women answer surveys because they see it as a way to provide feedback to companies.

Ultimately, all customers want value, whether they’re using the services of an automotive repair facility or shopping for clothes. Value is difficult to assess, however, fair prices, respectful service, convenience, quality repairs and a pleasant atmosphere are good starters for creating value in any customer’s mind.

Share your good, bad and mediocre experiences at automotive service facilities and suggestions to make your experiences better by commenting below.

Jody DeVere
President
www.askpatty.com
www.carblabber.com

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Auto insurance companies have started offering devices for parents to monitor teen driving habits. Services include in-car cameras or global positioning devices. The intent? Reducing teen accidents. We all know that insurance is higher for teens because they tend to get in more accidents. But is looking over their shoulder the right solution?

Teen fatality rates are four times higher than most drivers over 25. And with road rage on the rise, we certainly worry that our teens won’t know how to adequately handle a volatile situation. Will knowing that Mom will see and hear them later help teens drive better, or will it add more pressure and cause them to make more mistakes?

My concern is this: if you don’t trust your teen in the car, why in the world are you letting them drive alone? If they’re not ready, give them more road time with you in the car. They need practice and instruction on what to do or not do (not yelling or berating — just instruction). When my teenage stepdaughter was in the car with me, I would explain why another driver’s behavior was rude or dangerous. I wanted her to understand that she’s not the only car on the road and she must always look out for the “other guy.” Teens must understand the basics of defensive driving. If they don’t, why should we let them behind the wheel?

Some insurance companies with these teen safety programs offer discounts to parent participants. That alone may give many parents the incentive to enroll. I still believe we should teach our teens good habits and then be an example by not talking on our cell phones or getting distracted by things in the car.

“My kids buy me pink ribbon shirts, gym bags. I have the pink ribbon Barbie,” she exclaims. She brags that her hubbie even “came from the store the other day with pink label Campbell’s soup, Latex gloves, and Salsa. It’s a bit much, I know; but it’s become a part of me, not just the job.”

When asked how she found her Pink Warrior Ford Mustang, Freeman said: “My husband works for a local dealership and called me one day a few months ago, saying ‘You will not believe what is on the lot!’ He spoils me and I got one! The one on the lot was a black convertible and a bit costly, so he hunted around and had one brought in for me. It’s a silver coupe and my license tag reads P!NKPONY.”

Ms. Freeman says she was touched dearly by breast cancer after her father’s second wife lost a five-year battle with breast cancer. “Yeah, it does hit close to home too,” explains Freeman, “The WISEWOMAN part of my job is about educating women on reducing their risk factors for heart disease and stroke. So, you see, it’s all just part of God’s plan for who I am and where I am. The car is just an added bonus!”

Sometimes we just want to make sure our teens are where they say they are. And gps tracking can certainly help with that, especially in large cities where you can’t rely on neighbors to mention where they saw your teen last night. However, I hope to establish a relationship with my (soon-to-be born) son that won’t require these devices. I have no guarantees, but I hope that these devices are not 15-16 years in my future.

Maybe we need to take a closer look at the entire culture of driving. Is it time to raise the driving age? Or require permits for a longer period of time? Are teens mature enough to handle the privilege? I do think it varies by individual. But how many parents will refuse to let their teen drive until the teen is truly ready? I think it should be the parents’ responsibility to decide whether or not their teen is ready to drive alone.

If your insurance company offers cameras or gps monitoring, will you enroll your teen? Why or why not? I’d love to hear what other parents are thinking of doing. Fortunately, I have a number of years before I have to make that decision. And I wonder I’ll feel the same way then. What about you?

Source: AP/Google

Pictures courtesy Jimmy_Joe and SqueakyMarmot

By Becky Scott
Contributing Editor

Jody DeVere

President
www.askpatty.com

Get More Tips, Strategies And Articles About Cars for Women HERE

A. Freeman told us she is “the proud owner of a 2008 Pink Warrior Mustang that I bought at Lafayette Ford in Fayetteville, North Carolina. Only a limited number of these cars are being made, part of the money ($250 from each vehicle sold) goes to the Susan G. Komen Foundation, and the dealership gives you the utmost in professional sales and service. Ford has a wonderful website for breast cancer as well at www.fordcares.com.”

When we followed up with Ms. Freeman, she sent us photos of her car (named Sally, of course!) and told us an amazing story that was so wonderful, we had to share it with everybody. This woman is not just a car fan, but she is one of our new heroes!

Ms. Freeman is a Registered Nurse with her local health department and is also the clinic coordinator for the Breast and Cervical Cancer Control Program and the WISEWOMAN Program. This screening program offers assistance to women in the 250% federal poverty guideline, 50-64 yrs old, with little to no insurance that can’t afford mammograms and pap smears. Ms. Freeman has been working with this program for eight years. She says “I’m pretty much a ‘pink fanatic’ right down to my car.”

“My kids buy me pink ribbon shirts, gym bags. I have the pink ribbon Barbie,” she exclaims. She brags that her hubbie even “came from the store the other day with pink label Campbell’s soup, Latex gloves, and Salsa. It’s a bit much, I know; but it’s become a part of me, not just the job.”

When asked how she found her Pink Warrior Ford Mustang, Freeman said: “My husband works for a local dealership and called me one day a few months ago, saying ‘You will not believe what is on the lot!’ He spoils me and I got one! The one on the lot was a black convertible and a bit costly, so he hunted around and had one brought in for me. It’s a silver coupe and my license tag reads P!NKPONY.”

Ms. Freeman says she was touched dearly by breast cancer after her father’s second wife lost a five-year battle with breast cancer. “Yeah, it does hit close to home too,” explains Freeman, “The WISEWOMAN part of my job is about educating women on reducing their risk factors for heart disease and stroke. So, you see, it’s all just part of God’s plan for who I am and where I am. The car is just an added bonus!”

Thanks for sharing your story and photos with us here at AskPatty, Ms. Freeman! We congratulate you for your contributions to your community, and hope you will enjoy cruising in your Pink Warrior Mustang Sally!
By Brandy Schaffels Contributing Editor

Jody DeVere
President
www.askpatty.com

Get More Tips, Strategies And Articles About Cars for Women HERE