The relationship between drivers and workshops is entering a new era. The Service Customer Study 2024, presented at last October’s Service Day, highlighted a major shift in customer expectations: 63% of respondents said they are willing to share their vehicle data in exchange for personalized services and exclusive benefits.
This willingness opens up huge opportunities for the after-sales sector. By collecting and analyzing vehicle usage data, workshops can strengthen customer relationships while delivering predictive maintenance, targeted offers, and more efficient support. The real challenge, however, lies in responsible data management: consumers are demanding privacy and security in how their information is handled.
At the same time, online sources are becoming increasingly influential: one in three drivers checks websites and social media before taking their car to a workshop. This shows how much a repairer’s digital reputation now shapes customer decisions.
Workshops that succeed in unlocking the potential of data—combining digital strategies with transparency—will gain a decisive competitive edge. It’s no longer just about technical repairs, but about building long-term trust, where technology and human connection reinforce each other.
Service Day 2025, scheduled for October, will once again provide an opportunity for professionals and operators to exchange ideas and best practices—this time with an even stronger focus on data and its management.