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Let’s face it, customers are already skeptical when it comes to auto repair. A vast majority have experienced—or heard stories—about a poor experience getting their car fixed. ADAS have only served to complicate matters. Most of your customers have no clue what ADAS is nor do they understand its importance while seeing it on their bill can fan the flames of mistrust.
The solution is simple: better communication. effective ADAS communication with customers. Advanced driver assistance system service can save their lives, and this is a great selling point. It might even be the reason they chose that particular vehicle. Every ADAS conversation should answer three things: Is the car safe, is the work required, and can we prove it? In this guide, you will learn how to answer these questions and position yourself as a shop that values customer concerns by offering robust ADAS explanations.
The customer mindset: What they’re really asking
Your day-to-day completely revolves around technical auto repair practices, industry standards, and ADAS concerns. Your average customer does not. For this reason, you cannot assume that they will understand the importance of the ADAS service that you’re charging them for.
An educated clientele is one that trusts you. That trust, in turn, translates to increased revenue from repeat visits and the higher odds they’ll recommend you to others. Thinking like a customer is how you prepare your shop to build an educated clientele. The average customer has three questions on their mind:
- “Is my vehicle safe to drive after repair?”
- “How much will the service cost?”
- “How long will this service take?”
To the customer, the world is black and white, which can present challenges to you if they think that you’re trying to pull a fast one on them, especially considering that some simple repairs now include necessary ADAS calibrations. For example, a customer will question why a simple 4 wheel alignment turned into calibration for Electronic Stability Control (ESC) and Lane Departure Warning (LDW).
The customer’s mindset is not yours, but playing to strengths is vital, they want the vehicle returned safe, so this is what you base your explanation around.
Core principles for communicating ADAS services
Assume until proven otherwise that the customer has likely never heard of ADAS. For this reason, avoid technical language or industry jargon. Simplifying language is not condescending, it’s useful for relaying the importance of ADAS service.
Remember the three questions that are on your customer’s mind: Safety, cost, and duration of service. You can justify the cost and duration of service by driving the safety angle. Using analogies here can be useful, such as explaining that ADAS serves as their vehicle’s “eyes and ears”, and that you don’t want to be driving blind and deaf.
If the customer still has concerns, fall back on the same language you already use with insurers: OEM procedure and documented proof. Proving to customers that it is your shop’s requirement to remain OEM-compliant is useful and tightens ADAS execution. In the same vein, advising customers that you don’t want your shop held liable for malfunctioning ADAS systems is a good way to stress importance through a lens of transparency and safety.
These three modes of communication (safety, industry compliance, and liability questions) are sure to quell the basic questions that customers tend to ask. Linking ADAS service to clear safety outcomes while mentioning the risk of missed calibration is a good start to customer satisfaction.
Step-by-step ADAS tutorial for customer conversations
While you as a shop owner may not be the one directly communicating with customers in most cases, having a step-by-step procedure or an ADAS tutorial designed specifically for customer conversations is a great idea.
A 2–3 minute calibration explainer used consistently by techs prevents re-explaining ADAS on every estimate. This ADAS tutorial should include your shop’s step-by-step process when performing ADAS service, explaining why each is performed. This will look like:
- Diagnosing and identifying any required calibrations
- Here explain why Forward Collision Warning (FCW) sensors need to be calibrated after a fender bender, for example.
- Calibration process
- Walk them through what you do and how long it takes for a few calibration examples, perhaps talk about documentation
- Verification and post-calibration checks
- How and why systems are tested afterwards, and your requirement for proper documentation
A short visual demonstration that explains your duties as a collision shop goes a long way for the peace-of-mind of your customer. This is the route you want to take, you’re not charging for arbitrary services for an extra buck, so explain that.
Addressing tough customer questions
While the typical customer has those three classic questions on their mind, this by no means covers every customer. You know as well as anyone that you run into difficult customers that push back. Catering to this customer just the same is necessary, no one customer is more important than the other, so be prepared for any question that may come your way.
Creating a FAQ for you and your techs to refer to is a great way to stay in the driver seat with confrontational customers. Below is an example FAQ that can get you started.
Frequently Asked Questions (FAQs): When customers want to know more about ADAS
Q: Why does calibration cost [insert price here]?
A: ADAS calibration requires specialized OEM-level equipment, precise targets, a controlled environment, and trained technicians. Some calibrations also require test drives or specific environmental conditions. The cost reflects the time, equipment investment, and liability concerns. If done incorrectly, ADAS systems may not work as designed.
Q: Can ADAS work be done a little cheaper?
A: ADAS calibration isn’t something that can safely be minimized and still be following the manufacturers requirements. Using non-approved tools, skipping steps, or rushing the process increases safety risks. System failures are dangerous and expose our shop to liability concerns, required safety standards are not negotiable. Price is based on manufacturer procedures and the time required to do it correctly.
Q: How do I know you’re not performing unnecessary work just to charge me more?
A: Calibration decisions are based on manufacturer repair procedures, not guesswork. We can show you the OEM documentation, pre- and post-scan results, and explain exactly what repair triggered the calibration. If a calibration isn’t required, we won’t recommend it because it can hurt our shop’s credibility with insurance agencies and OEM non-compliance is not an option.
Q: Why didn’t my last mechanic perform ADAS work?
A: Many older repairs didn’t require ADAS calibration, and some shops don’t have the equipment or training to perform it. Vehicles have become much more sensor-dependent in recent years, and manufacturer requirements have tightened. It’s also possible calibration was required but skipped or not documented. More and more shops are understanding the importance of ADAS.
Q: Is this required by the vehicle manufacturer, or is it your shop’s recommendation?
A: It is required by the vehicle manufacturer. We follow OEM repair procedures because they define when calibration is necessary to ensure the system works as designed. We simply follow those requirements. If it were optional, we would clearly explain that and let you decide without pressure.
Q: Can you show me the manufacturer repair procedure that requires this calibration?
A: Yes. We can provide the relevant OEM repair procedure or service information that specifies when calibration is required for your vehicle and repair type. We’re happy to walk you through it and explain it in plain language so you understand exactly why it applies in your situation.
Q: Would a dealer require the same calibration for this repair?
A: Yes. A dealership is required to follow the same manufacturer procedures and would perform the same calibration for this repair. In many cases, independent shops sublet this work to dealers for that reason. Our goal is to meet the same OEM standards without requiring you to make an extra trip.
Q: Can I decline ADAS service?
A: You can decline, but we want you to understand the risks. Without calibration, ADAS features like emergency braking or lane assistance may not work correctly. For safety and liability reasons, we may ask you to sign a waiver, and in some cases we may not be able to release the vehicle as fully repaired if required procedures aren’t completed.
Q: Can I take the vehicle elsewhere for the ADAS calibration if I want a second opinion?
A: Yes. You’re welcome to seek a second opinion or have the calibration performed elsewhere, such as a dealership. We can provide documentation of what repairs were performed so another shop can make an informed decision. Our only requirement is that the calibration meets manufacturer specifications before the vehicle is considered complete.
Turning ADAS service into customer loyalty
Reinforcing customer peace-of-mind makes your shop more professional and safety oriented. In an industry historically stained by mistrust, transparency is your best tool in beating out the competition.
Adopting these communication practices can not only satisfy the classic three questions that customers ask, but also prepare you for the customers that will serously push back. Using Revv as your shop’s software partner is also a great method for dispelling any remaining doubt of the necessity of any ADAS work as all ADAS features on board the vehicle are instantly identified and tied to OEM requirements..
Set up a call with one of Revv’s experts to see how our platform can make even the most suspicious customer understand that all you and your team are trying to do is put safe cars back on the road.
