Fla. shop puts spotlight on "players"

FT. LAUDERDALE, Fla.-In a business where the main focus is on frames, bumpers, side panels, and fresh paint, body shop manager Nick Chobanian prefers to shine the spotlight on people.

"It's not cars or equipment that are the essential ingredient in this business, but people-both customers and employees. If one group is happy, then so is the other," he said. "Keeping all the players satisfied is the secret to our ongoing success."

For the past eight years, Chobanian has been body shop manager at Mullinax Ford South, located in the Ft. Lauderdale community of Margate. "When I first started here, we occupied a little shop in the back of the dealership. The body shop business eventually grew to the point where we had to move into a larger building off site. Then the company decided to build an all-new shop right here on the main grounds so we could provide better service to Mullinax's customers," he said.

The 40-bay, 40,000-sq.-ft. facility opened its doors in January 1998. It's all state-of-the-art, from the Lemmco sheetmetal plasma cutters and Solar welding equipment to CCC Pathways computer-based estimating systems, Chief EZ Liner S21 pulling racks, Chief Genesis measuring systems and Universal Measuring System. The Garmat paint booth is equipped with a modern fresh-air system as well as a DuPont computerized mixing station.

Top-Notch Staff

To stay on top of the everincreasing number of jobs, Chobanian has added 10 new members to his staff, which now numbers 28. They range from technicians with 30 years' experience to relative newcomers with just three or four years in the industry. "It's harder to get young fellows involved nowadays since many of them believe they can make more money in other lines," he said. "But having a new facility attracts them, plus the fact that we're always very busy-they seem to like working for a company like Mullinax that has a good reputation in the community." The goal is always to hire experienced and well-trained (or highly trainable) people, he added, because "anything less would detract from our primary goal, which is satisfying our customers."

For example, the shop's three estimators are all ASE- and I-CAR-certified, and must have a minimum five years' experience in the automotive field. "But it doesn't necessarily have to be in body repair," Chobanian explained. "Sometimes we get a fresh perspective from people who move over from other areas. I crosstrained two people from the service side, and they have worked out very well."

Like the estimators, his 11 technicians are ASE- and I-CAR-certified. They also have attained county certifications, a requirement in Florida. "This is a highly skilled and dedicated group of professionals," said Chobanian. "They can work on any make and model of virtually any vehicle. They are very, very good."

Keeping Up with Aume Evolution

Once hired, top-quality employees must be retained. Mullinax Ford South pays its people good wages, said Chobanian. "We believe a satisfied employee will produce excellent work, which results in satisfied customers. We try to be flexible with our employees' schedules, and we encourage them to continue their training programs, which benefits the company as well as the individual's own career growth."

Classes that Mullinax Ford South employees attend include I-CAR sessions, many of which are offered at local vocational schools. "We also send people to vendor courses," said Chobanian. "For example, one of our technicians is headed to Chief Automotive to train on the Genesis electronic measuring system. As vehicles become more modular and electronic, we have committed ourselves to staying up-to-date on the mechanical as well as the body side of the business."

Personal Liaisons

The goal of all of these efforts is to produce satisfied customers. "What really sets Mullinax Ford apart is an ability to meet our customers' needs," explained Chobanian. "The moment a client walks into the body shop, he or she is greeted by a receptionist who introduces them to one of three assistant managers. This [person] will be their liaison throughout the entire repair process. The liaison's job includes dealing with insurance companies, setting up repairs and handling all the in-house details from frame, to body, to paint, to detail, to delivery. It's very personalized service."

A hint of that commitment to customer service is the lack of a television in the waiting room. "It's a very comfortable room, but I purposely insisted that there be no TV because I don't want people waiting a long time for service," said Chobanian. "They are either dropping off or picking up or getting an estimate. Our customers' time is valuable, and we want to help them get in, get done and get back out."

Quick vehicle turnaround, he continued, is a primary goal. "The average in the industry is about seven days. We can normally get a customer back in a vehicle in five days, depending on the nature of the damage. If there's a way to get a vehicle out of the shop faster, we'll do it."

However, the shop's quality control process ensures that good work is not sacrificed in the name of speed. During a vehicle's progress through the body shop, the assistant manager is responsible for assuring that everything is done correctly. When the work is finished, he checks the car carefully, point by point. The vehicle is then cleaned before being rechecked by a lead technician, and only then is it delivered to the owner.

For customer convenience, the body shop offers extended hours: 7 a.m. to 6 p.m. weekdays, and half-days on Saturday. Rental cars are also available.

The company's follow-up program encourages customers to provide candid feedback. According to Chobanian, the prevailing theme among the responses has been to thank the company and individual servicers for "great, personalized service" and "for turning a bad experience into a good one."

Problems Resolution

His staff also excels in those rare instances where a client isn't completely satisfied, Chobanian noted. "We all make mistakes, but it's how you handle mistakes that makes you better than the other guy. We believe the bottom line is the ability to work through problems until they are resolved to the customer's satisfaction."

Most of the work comes through insurers. Mullinax Ford South is a preferred auto repair shop for AllState, Maryland Casualty, State Farm and Providian Insurance, as well as a number of others. They also receive word-of-mouth referrals. "In a sense, those are the most gratifying, since they testify to customer satisfaction," Chobanian said.

In the half-year since the new facility opened, business for the body shop has expanded nearly 100 percent, and Chobanian wouldn't be surprised to see that number doubled by the end of the year. But the body shop's success is grounded in much more than its ample floor space and new equipment.

"After 35 years in the industry," he said, "it's great to operate in such a modern set up with the best tools available, but what hasn't ever changed is our commitment to taking good care of everyone who sets foot in the door, whether as an employee or client. That's been our key to success all along."