{"version":"1.0.0","episode":{"title":"Build Customer Loyalty: Branding, Event Planning, and Community [RR 1088]","url":"http://getcarcurious.com/episodes/build-customer-loyalty-branding-event-planning-and-community-rr-1088","audioUrl":"https://episodes.captivate.fm/episode/0d126c30-64f1-4a4b-8fe7-2120086983c0.mp3","description":"Thanks to our Partners, NAPA Auto Care and NAPA TRACS\n\nWatch Full Video Episode\nIn this episode, Carm Capriotto talks with Lola Schmidt, co-owner of Schmidt’s Auto Care, about how shops can rise above the “ordinary” perception of auto repair through intentional event planning, meaningful community engagement, and a fully integrated branding strategy.\nKey Topic Points\n\nMake the Shop an Experience: Auto repair isn’t naturally exciting, so shops must create memorable, in-person experiences that bring customers into the bays and build real connections.Community Events That Matter: Hosting hands-on events, like Girl Scout badge workshops and “Tiny Tech” days, creates lasting impressions and builds trust far beyond what social media can achieve.Differentiate with Purpose: Identify what makes your shop unique (4-day workweek, curbside service, in-house specialties, team talents) and turn those into consistent marketing stories.Branding is Everything: From clean visuals and a great-smelling shop to honest, pressure-free service, every touchpoint contributes to a 360 brand experience.Elevate the Customer Experience: Replace cheap swag with thoughtful, useful gifts that customers actually value, creating a lasting emotional connection.Create Memorable First Impressions: A curated “unboxing” experience for new customers sets the tone and reinforces your brand from the very first visit.Respect the Customer’s Time: Efficiency and convenience are key drivers of loyalty; customers will travel further for a shop that consistently delivers both.\nStanding out in today’s automotive industry requires more than great repairs; it demands intentional experiences, clear differentiation, and a commitment to making every customer interaction memorable.\nLauralee/Lola Schmidt, Schmidt Auto Care, Springboro, OH, Listen to previous episodes HERE\nThanks to our Partners, NAPA Auto Care and NAPA TRACS\n\nLearn more about NAPA Auto Care and the benefits of being part of the NAPA family by visiting https://www.napaonline.com/en/auto-care\n\nNAPA TRACS will move your shop into the SMS fast lane with onsite training and six days a week of support and local representation. Find NAPA TRACS on the Web at http://napatracs.com/\n\nConnect with the Podcast:\nVisit the Website:https://remarkableresults.biz/Subscribe on YouTube:https://www.youtube.com/carmcapriottoFollow on Facebook:https://www.facebook.com/RemarkableResultsRadioPodcast/Follow on LinkedIn:https://www.linkedin.com/in/carmcapriotto/Follow on Instagram:https://www.instagram.com/remarkableresultsradiopodcast/Join Our Virtual Toastmasters Club:https://remarkableresults.biz/toastmastersJoin Our Private Facebook Community:https://www.facebook.com/groups/1734687266778976Join our Insider List:https://remarkableresults.biz/insiderAll books mentioned on our podcasts:https://remarkableresults.biz/booksOur Classroom page for personal or team learning:https://remarkableresults.biz/classroomBuy Me a Coffee:https://www.buymeacoffee.com/carmSpecial episode collections:https://remarkableresults.biz/collections\nThe Automotive Repair Podcast Network: https://automotiverepairpodcastnetwork.com/\nRemarkable Results Radio Podcastwith Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open Discussion.https://remarkableresults.biz/Diagnosing the Aftermarket A to Zwith Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.https://mattfanslow.captivate.fm/Business by the Numberswith Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.https://huntdemarest.captivate.fm/The Auto Repair Marketing Podcastwith Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.https://autorepairmarketing.captivate.fm/The Weekly Blitzwith Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.https://chriscotton.captivate.fm/Speak Up! Effective Communicationwith Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.https://craigoneill.captivate.fm\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n \n\n"},"annotations":[{"startTime":36.2,"endTime":94.5,"type":"topic","title":"event planning and branding","url":"/glossary/event-planning-and-branding","quote":"Hello, Lola. How are you? I'm great. How are you? I'm super duper. Event planning and branding, I have to tell you, I'm not sure in our industry that we're doing enough events.","canonicalId":"topic:event-planning-and-branding","priority":0.2,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"This segment focuses on how auto repair businesses can use events and branding to connect with customers and the local community. It’s discussed as a practical strategy for visibility and customer loyalty.","simplifiedExplanation":"They talk about how shops can build customer loyalty by doing events and promoting their brand. The idea is to show up in the community and tell your story."}},{"startTime":52.0,"endTime":56.0,"type":"concept","title":"technician shortage","url":"/glossary/technician-shortage","quote":"Hey, you know the technician shortage is real, but Napa AutoCare has a solution at no cost to members. The Napa AutoCare Apprentice Program builds tomorrow's technicians through a two-year nine-stage curriculum.","canonicalId":"concept:technician-shortage","priority":0.4,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The technician shortage refers to the growing difficulty shops face when trying to hire and retain qualified mechanics. The segment frames training programs and industry support as ways to build a stronger pipeline of talent.","simplifiedExplanation":"The technician shortage means there aren’t enough trained mechanics to meet demand. That can make it harder for shops to staff up and keep up with repairs."}},{"startTime":68.48,"endTime":73.6,"type":"car","title":"Chevrolet Trax","url":"/cars/chevrolet/trax","image":"https://upload.wikimedia.org/wikipedia/commons/d/d2/2021_Chevrolet_Trax_LT%2C_Windsor%2C_Ontario%2C_2025-07-01.jpg","quote":"...epresentative today. Hey, for over 30 years, Napa Trax has made selecting the right shop management syst...","canonicalId":"car:chevrolet:trax","priority":0.5,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Chevrolet Trax is a compact crossover SUV designed for everyday driving, offering a practical size and good fuel economy for city and commuting use. It’s often discussed because it’s positioned as an accessible entry point into the crossover segment, balancing comfort and convenience with manageable running costs. In a podcast, it may come up as a common, mainstream vehicle people consider for daily transportation.","simplifiedExplanation":"The Chevrolet Trax is a small SUV made for regular driving, like commuting and errands. It’s meant to be easy to live with because it’s not too big, and it’s designed to be efficient. People talk about it because it’s a practical option when you want SUV space without a large vehicle.","imageAttribution":"Crisco 1492 (CC BY-SA 4.0)"}},{"startTime":68.5,"endTime":84.3,"type":"company","title":"Napa Trax","url":"/glossary/napa-trax","quote":"For over 30 years, Napa Trax has made selecting the right shop management system easy by offering the best, most comprehensive SMS in the industry. We'll prove to you that Trax is the single best shop management system in the business.","canonicalId":"company:napa-trax","priority":0.2,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Napa Trax is a shop management system (often abbreviated as SMS) aimed at helping repair shops run day-to-day operations. In the segment, it’s positioned as a comprehensive platform for managing shop workflows.","simplifiedExplanation":"Napa Trax is software for auto repair shops. It helps the shop organize how they run jobs and manage the business."}},{"startTime":73.6,"endTime":79.9,"type":"term","title":"shop management system","url":"/glossary/shop-management-system","quote":"For over 30 years, Napa Trax has made selecting the right shop management system easy by offering the best, most comprehensive SMS in the industry. We'll prove to you that Trax is the single best shop management system in the business.","canonicalId":"term:shop-management-system","priority":0.35,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A shop management system is software that helps auto repair businesses manage operations like job tracking, customer communication, and internal workflow. The hosts mention it as a key tool for running a shop efficiently.","simplifiedExplanation":"A shop management system is computer software that helps a repair shop keep track of cars, repairs, and paperwork. It’s basically the shop’s “operations dashboard.”"}},{"startTime":73.6,"endTime":79.9,"type":"term","title":"SMS","url":"/glossary/sms","quote":"For over 30 years, Napa Trax has made selecting the right shop management system easy by offering the best, most comprehensive SMS in the industry. We'll prove to you that Trax is the single best shop management system in the business.","canonicalId":"term:sms","priority":0.3,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In this context, SMS stands for shop management system. It refers to the software platform shops use to organize repair orders and shop workflows.","simplifiedExplanation":"Here, SMS means “shop management system.” It’s the software auto shops use to run repairs and keep things organized."}},{"startTime":187.3,"endTime":193.0,"type":"term","title":"career day","url":"/glossary/career-day","quote":"So anytime there is a STEM situation that we can get involved in or a career day that we can get involved in or anything mechanical or technical going on in town that we can get involved in,","canonicalId":"term:career-day","priority":0.35,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A career day is an event where students meet local professionals to learn about different jobs and career paths. For automotive businesses, it’s a direct way to build future customer awareness and interest in technical trades.","simplifiedExplanation":"A career day is when students visit and talk to people who work in different jobs. A car shop can use it to show what mechanics and technical careers are really like."}},{"startTime":262.9,"endTime":266.2,"type":"term","title":"social media","url":"/glossary/social-media","quote":"And sometimes social media, like it connects us like a little bit, right? Like we all feel like we know each other, but you don't really know. You're a three second scroll.","canonicalId":"term:social-media","priority":0.3,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Social media is used here as a relationship-building tool—people feel connected through short content, but it doesn’t replace real, in-person familiarity. For shops, the point is that online presence should lead to real-world engagement.","simplifiedExplanation":"Social media is how people connect online. The speaker’s saying it can make you feel like you know someone, but it’s still not the same as meeting them in person."}},{"startTime":266.2,"endTime":271.0,"type":"term","title":"three second scroll","url":"/glossary/three-second-scroll","quote":"but you don't really know. You're a three second scroll. Yeah, you are. So getting them in your bays and shops and to touch and play things is so welcoming and interesting.","canonicalId":"term:three-second-scroll","priority":0.2,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “three second scroll” refers to the idea that most people only spend a few seconds viewing content before moving on. It’s a reminder that attention is brief, so automotive shops need clear, compelling messaging to earn longer engagement.","simplifiedExplanation":"A “three second scroll” means people quickly swipe past posts without really looking. The takeaway is that your message has to grab attention fast."}},{"startTime":271.0,"endTime":278.6,"type":"concept","title":"getting them in your bays and shops","url":"/glossary/getting-them-in-your-bays-and-shops","quote":"So getting them in your bays and shops and to touch and play things is so welcoming and interesting. We have a very interesting industry.","canonicalId":"concept:getting-them-in-your-bays-and-shops","priority":0.55,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Bays” and “shops” are the physical service areas where vehicles are worked on, and letting people tour them is a form of experiential marketing. In automotive, it helps demystify the process and builds trust by showing tools, cleanliness, and how work is done.","simplifiedExplanation":"“Bays” are the garage spaces where cars get serviced. Bringing people inside helps them see what the shop is like and makes the whole process feel more understandable and trustworthy."}},{"startTime":296.6,"endTime":302.6,"type":"term","title":"8S equipment","quote":"And you could show off your 8S equipment. [298.6s] We could. I'll have to roll it out of the corner.","canonicalId":"term:8s-equipment","priority":0.4,"confidence":0.45,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“8S equipment” sounds like a specific shop tool or setup being referenced as something you can showcase. Because the transcript doesn’t clarify what 8S stands for, it may be an internal or brand-specific name for equipment or a process.","simplifiedExplanation":"They mention “8S equipment,” which sounds like a special tool or setup in the shop. The speaker treats it like something cool you can show off, but they don’t explain what it is in this clip."}},{"startTime":355.0,"endTime":362.6,"type":"term","title":"vehicle","url":"/glossary/vehicle","quote":"Well,\nwe can talk to you about your vehicle. What a great idea.\nAnd people like to talk about their stuff.","canonicalId":"term:vehicle","priority":0.25,"confidence":0.6,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The speaker repeatedly frames the event around the customer’s vehicle, emphasizing that people want to learn what’s happening with their own car. In automotive marketing, focusing on the specific car (rather than generic education) makes the experience feel personal and practical.","simplifiedExplanation":"They’re talking about the car itself—your own vehicle. The idea is that people are more interested when the information connects directly to their car."}},{"startTime":398.3,"endTime":409.9,"type":"concept","title":"word of mouth","url":"/glossary/word-of-mouth","quote":"And what do you get 2025 people to come in? The beauty of\nthat is if it's word of mouth or, you know, it's the second generation that's\nwhat a blast that could be.","canonicalId":"concept:word-of-mouth","priority":0.35,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Word of mouth is when customers share their experiences with others, often driving new visitors without traditional advertising. In an automotive context, events and hands-on demos can give people something concrete to talk about, which strengthens referrals.","simplifiedExplanation":"Word of mouth is basically when people tell their friends about a business because they had a good experience. If a shop hosts a fun event, customers are more likely to recommend it to others."}},{"startTime":419.8,"endTime":425.8,"type":"term","title":"old part","url":"/glossary/old-part","quote":"Maybe you have\na little mini presentation or maybe you take an old part. We have seen people do this and\nstart to small five or six years later.","canonicalId":"term:old-part","priority":0.2,"confidence":0.72,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Using an old part as a prop or teaching example helps illustrate wear, failure modes, and why a repair or service matters. In shops, showing the removed component can make the explanation more believable and easier to understand.","simplifiedExplanation":"They suggest bringing an old car part to show people what it looks like when it’s worn out. Seeing the actual piece helps people understand what the shop is talking about."}},{"startTime":438.0,"endTime":445.12,"type":"concept","title":"community class","url":"/glossary/community-class","quote":"In 2018, we did our very first community class\nand we only had two employees at the time, right? So we were a little baby shop still.","canonicalId":"concept:community-class","priority":0.4,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A community class is an educational event where a shop teaches local people about vehicles, maintenance, or common issues. For automotive businesses, these classes can build trust and loyalty by turning customers into informed advocates.","simplifiedExplanation":"A community class is a local event where a business teaches people something. In this case, it’s likely about cars—so people feel more confident and connected to the shop."}},{"startTime":450.0,"endTime":458.6,"type":"topic","title":"smoke signals for new drivers","url":"/glossary/smoke-signals-for-new-drivers","quote":"We did a little class called smoke signals for new drivers. Like if they're whatever you smell or see, like this is if you should pull over, if you should call mom and dad, if you should call the tow truck.","canonicalId":"topic:smoke-signals-for-new-drivers","priority":0.2,"confidence":0.7,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Smoke signals for new drivers” sounds like a safety-focused class that teaches what to do when something goes wrong—e.g., when to pull over, call for help, or contact a tow service. It’s essentially driver education framed around real-world roadside decision-making."}},{"startTime":468.8,"endTime":473.7,"type":"concept","title":"car care badge for Girl Scouts","url":"/glossary/car-care-badge-for-girl-scouts","quote":"And now we, in like two weeks, are going to be giving 30 girls their car care badge for Girl Scouts.","canonicalId":"concept:car-care-badge-for-girl-scouts","priority":0.25,"confidence":0.78,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “car care badge” is a structured youth program that teaches basic vehicle maintenance and safety concepts in a fun, goal-oriented way. It’s a community outreach approach that can build long-term trust with future drivers and parents.","simplifiedExplanation":"This is a program where Girl Scouts earn a badge by learning about car care. It’s basically a kid-friendly way to teach safe driving habits and simple vehicle basics."}},{"startTime":473.7,"endTime":478.2,"type":"topic","title":"tiny tech event","quote":"And our tiny tech event, we had 300 kids come through our shop in a two hour or a three hour increment every fall.","canonicalId":"topic:tiny-tech-event","priority":0.18,"confidence":0.65,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “tiny tech event” is a hands-on community event hosted at the shop, bringing in kids to learn automotive-related skills or concepts. In this context, it’s used to grow engagement and build a pipeline of future customers."}},{"startTime":600.0,"endTime":610.5,"type":"concept","title":"brand building","url":"/glossary/brand-building","quote":"I mean, let's go back to maybe part of that fundraising thing is about brand building and getting your name out, your logo out.","canonicalId":"concept:brand-building","priority":0.25,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Brand building is using consistent messaging and visible identifiers (like a logo and name) so people recognize you and remember you when they need a service. In auto service, it’s often about turning “I’ve seen you around” into “I trust you with my car.”","simplifiedExplanation":"Brand building just means getting people to notice you and remember you. For a shop, that can be your name, logo, and where you show up so people think of you when their car needs help."}},{"startTime":621.8,"endTime":638.5,"type":"concept","title":"best bang for your buck","url":"/glossary/best-bang-for-your-buck","quote":"I normally wouldn't spend $4,000 to my name on your wall at the gym. But there was like some schools that we really wanted the attention of. So that's what we did. I never have found that has been our best bang for our buck as far as attention and actually getting footsteps to come back.","canonicalId":"concept:best-bang-for-your-buck","priority":0.22,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Best bang for your buck” here means measuring which marketing placements actually drive repeat visits (“footsteps”) and attention. For auto shops, this is about ROI—spending money where it leads to real customer traffic, not just looking good."}},{"startTime":651.0,"endTime":655.0,"type":"concept","title":"PR game","url":"/glossary/pr-game","quote":"There's a PR game to play as well, right? So Branding, you're passionate about that.","canonicalId":"concept:pr-game","priority":0.2,"confidence":0.75,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “PR game” refers to the idea that public relations and visibility can influence how people perceive a business. For auto shops, it often means creating community presence and recognizable branding so you stand out from nearby competitors.","simplifiedExplanation":"A “PR game” means you’re thinking about how people hear about you and what they think of you. In business, that can be done by showing up in the community and getting your name seen."}},{"startTime":655.0,"endTime":662.4,"type":"concept","title":"finding your difference","url":"/glossary/finding-your-difference","quote":"I've heard you get up and speak about finding your difference. Talk to us about that.","canonicalId":"concept:finding-your-difference","priority":0.3,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Finding your difference” is positioning your shop around a clear, memorable reason customers should choose you over other options. In the auto-care world, that could be specialization, service approach, or the experience you provide—not just being “nice” or “competent.”","simplifiedExplanation":"Finding your difference means figuring out what makes your shop stand out. Instead of being “just another auto place,” you want a reason people choose you."}},{"startTime":666.1,"endTime":675.2,"type":"concept","title":"car care is not interesting","url":"/glossary/car-care-is-not-interesting","quote":"Car care is not interesting. Auto shops aren't interesting. Nobody gets up in the morning and is like, I can't wait to go to Schmidt Auto Care today.","canonicalId":"concept:car-care-is-not-interesting","priority":0.35,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"This highlights a common marketing challenge for auto service: customers don’t usually get excited to pay for repairs, so the business must create interest through the experience, trust, and visibility. It’s a reminder that demand often comes from necessity, not enthusiasm.","simplifiedExplanation":"Most people don’t get excited about car repairs. So the shop has to make the overall experience feel better—like trustworthy service and a place people want to go."}},{"startTime":670.2,"endTime":675.2,"type":"brand","title":"Schmidt Auto Care","url":"/glossary/schmidt-autocare","quote":"Car care is not interesting. Auto shops aren't interesting. Nobody gets up in the morning and is like, I can't wait to go to Schmidt Auto Care today.","canonicalId":"brand:schmidt-auto-care","priority":0.15,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Schmidt Auto Care” is used as an example of how auto shops are rarely something people are excited to visit. The name functions as a stand-in for local service branding and customer perception.","simplifiedExplanation":"They’re using “Schmidt Auto Care” as an example of a typical auto shop name. The point is that most people don’t feel excited to go to a repair shop."}},{"startTime":683.5,"endTime":706.4,"type":"concept","title":"drive past multiple auto shops","url":"/glossary/drive-past-multiple-auto-shops","quote":"Also, if you're anything like me and I imagine most shops are, they kind of stuff you in an area where there's other auto shops around you. So rarely is an auto shop sitting by itself... So you got to drive past like nine shops to get to","canonicalId":"concept:drive-past-multiple-auto-shops","priority":0.25,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The segment points out that auto shops are usually clustered, so customers must choose to drive past several competitors. That makes differentiation and visibility critical—customers need a reason to go out of their way.","simplifiedExplanation":"They’re saying there are often many auto shops near each other. So you can’t rely on being nearby—you need a reason people will pass other places to come to you."}},{"startTime":723.5,"endTime":727.5,"type":"term","title":"curbside service","url":"/glossary/curbside-service","quote":"Are you providing some form of care that's interesting? We do curbside service and that's a huge difference maker for us.","canonicalId":"term:curbside-service","priority":0.35,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Curbside service is when a shop picks up or handles a customer’s vehicle without the customer needing to park and wait inside. In automotive service, it’s often used to reduce downtime and make the experience more convenient, which can be a strong loyalty driver.","simplifiedExplanation":"Curbside service means the shop makes it easier for you by handling your car without you having to do as much. It’s basically about saving you time and hassle."}},{"startTime":727.5,"endTime":733.8,"type":"term","title":"four-day work week","url":"/glossary/four-day-work-week","quote":"We have an app that's a huge difference maker where the four-day work week, we stay open later than other shops.","canonicalId":"term:four-day-work-week","priority":0.45,"confidence":0.6,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A four-day work week is an operational schedule that can improve customer experience by offering more concentrated service availability. For car owners, it can mean easier scheduling and potentially faster turnaround if the shop aligns hours with demand."}},{"startTime":785.3,"endTime":789.3,"type":"term","title":"Japanese car","url":"/glossary/japanese-car","quote":"You may not know it, but I've got every tool over here that can do every Japanese car and fix every computer, blah, blah, blah.","canonicalId":"term:japanese-car","priority":0.25,"confidence":0.55,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Japanese car” refers to vehicles made by Japanese brands, which often have specific diagnostic procedures, parts sourcing, and service workflows. Shops that specialize in Japanese models may invest in the right tools and software to speed up repairs and reduce guesswork.","simplifiedExplanation":"“Japanese car” just means cars made by Japanese brands. Some shops specialize because they know the common systems and how to diagnose them faster."}},{"startTime":805.5,"endTime":821.1,"type":"concept","title":"in-house service vs outsourcing","quote":"We've been able to tool up a lot of really great equipment. I don't have to outsource anything. That is also a difference maker because there are some shops locally.","canonicalId":"concept:in-house-service-vs-outsourcing","priority":0.4,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In-house service means the shop performs key tasks internally rather than sending work to other providers. For customers, this often translates to fewer handoffs, faster turnaround, and more control over quality—especially for jobs that require specialized equipment.","simplifiedExplanation":"In-house service means the shop does the work itself instead of sending your car elsewhere. That can make things quicker and easier to track."}},{"startTime":810.1,"endTime":814.2,"type":"term","title":"alignment racks","url":"/glossary/alignment-racks","quote":"That is also a difference maker because there are some shops locally. They don't have an alignment racks or they don't have tire balancers and stuff like that.","canonicalId":"term:alignment-racks","priority":0.55,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Alignment racks are specialized equipment used to measure and adjust wheel alignment angles (like camber, caster, and toe). Having alignment capability in-house can reduce delays and avoid the extra logistics of sending vehicles elsewhere.","simplifiedExplanation":"An alignment rack is a machine that helps a shop set your wheels to the correct angles. If a shop has it in-house, you usually don’t have to wait as long or send your car to another place."}},{"startTime":810.1,"endTime":821.1,"type":"term","title":"tire balancers","url":"/glossary/tire-balancers","quote":"They don't have an alignment racks or they don't have tire balancers and stuff like that. So you have to send your car from shop to shop.","canonicalId":"term:tire-balancers","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Tire balancers are machines that help match and balance tire-and-wheel assemblies to minimize vibration. Proper balancing improves ride quality and can reduce uneven wear, and having the equipment in-house helps keep service faster and more consistent.","simplifiedExplanation":"A tire balancer is a tool that helps make sure your tires spin smoothly. If it’s done right, you’re less likely to feel shaking or get premature tire wear."}},{"startTime":837.8,"endTime":841.76,"type":"term","title":"alignments","url":"/glossary/alignments","quote":"This year, the entire area of the world is going to hear about alignments from us because I have","canonicalId":"term:alignments","priority":0.3,"confidence":0.7,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Wheel alignment is the adjustment of suspension and steering angles to ensure tires track correctly. It affects handling, tire wear, and ride comfort, so it’s a common service item that shops often market to customers.","simplifiedExplanation":"An alignment is when a shop sets your wheels so they point the right way. It helps the car drive straight and can help your tires last longer."}},{"startTime":841.76,"endTime":849.5,"type":"term","title":"wheel alignment","url":"/glossary/wheel-alignment","quote":"So the story is all about alignments, why you need them, how to do them, when to do them, the cars that we're going to be doing them.","canonicalId":"term:wheel-alignment","priority":0.35,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Wheel alignment refers to the adjustment of suspension angles that determine how tires contact the road. Proper alignment improves steering feel, reduces tire wear, and can help prevent pulling or instability.","simplifiedExplanation":"Wheel alignment is how a shop sets the angles of your wheels. When it’s correct, the car drives straighter and your tires last longer."}},{"startTime":863.3,"endTime":952.5,"type":"company","title":"Napa AutoCare Apprentice Program","url":"/glossary/napa-autocare-apprentice-program","quote":"but Napa AutoCare has stepped up with a powerful solution, the Napa AutoCare Apprentice Program, and the best part, it's completely free for members.","canonicalId":"company:napa-autocare-apprentice-program","priority":0.7,"confidence":0.95,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The Napa AutoCare Apprentice Program is a structured training pathway designed to address the automotive technician shortage. It combines classroom instruction, web-based coursework, and hands-on mentoring, culminating in ASE certifications.","simplifiedExplanation":"This is a program from Napa AutoCare that trains new mechanics step-by-step. It helps people learn the job with classes and real shop experience, so shops can hire skilled technicians."}},{"startTime":914.7,"endTime":928.6,"type":"term","title":"ASE certifications","url":"/glossary/ase-certifications","quote":"Graduates earn four ASE certifications, the G1, A4, A5, and air conditioning, and are officially registered with the Department of Labor as Journey Workers Automotive Technicians.","canonicalId":"term:ase-certifications","priority":0.55,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"ASE stands for the National Institute for Automotive Service Excellence, which certifies technicians in specific job areas. Earning ASE certifications is a widely recognized credential that indicates a technician has met standardized knowledge and skills requirements.","simplifiedExplanation":"ASE certifications are like a professional test for mechanics. If someone earns them, it generally means they’ve proven they know how to do certain types of car repair work."}},{"startTime":921.6,"endTime":928.6,"type":"term","title":"G1, A4, A5","quote":"Graduates earn four ASE certifications, the G1, A4, A5, and air conditioning, and are officially registered with the Department of Labor as Journey Workers Automotive Technicians.","canonicalId":"term:g1-a4-a5","priority":0.3,"confidence":0.55,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"G1, A4, and A5 are ASE certification categories referenced in the transcript. They correspond to specific technician skill areas, so the program is targeting multiple parts of automotive service rather than only one specialty.","simplifiedExplanation":"Those letters and numbers are different ASE certification tracks. The point is that the program helps apprentices earn multiple credentials, not just one."}},{"startTime":940.2,"endTime":952.5,"type":"company","title":"Carlisle tools","url":"/glossary/carlisle-tools","quote":"Plus, Napa now offers a new apprentice toolkit, developed with Carlisle tools at an exclusive price, helping break down one of the biggest barriers for new technicians, the cost of tools.","canonicalId":"company:carlisle-tools","priority":0.35,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Carlisle is an established tool brand, and the transcript says Napa’s new apprentice toolkit was developed with Carlisle tools. This matters because tool cost is a common barrier for new technicians, and bundling tools can accelerate training readiness.","simplifiedExplanation":"Carlisle makes tools, and Napa worked with them to create a toolkit for apprentices. The benefit is that new techs get the tools they need without paying the full cost upfront."}},{"startTime":983.3,"endTime":1025.6,"type":"company","title":"Napa Tracks","url":"/glossary/napa-tracks","quote":"Napa Tracks offers the industry's best post-sale support hands down and we train your people onsite. Yep, onsite and we offer remote refresher training 10 times a week and customer support is open six days a week.","canonicalId":"company:napa-tracks","priority":0.25,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Napa Tracks is described as a shop management system aimed at helping automotive businesses run more efficiently and track profitability in real time. The hosts emphasize post-sale support and training (onsite and remote), which matters because shop software adoption often depends on how well the vendor supports your team.","simplifiedExplanation":"Napa Tracks sounds like software that helps a car shop organize day-to-day work and keep an eye on money. The big point here is that they also train your staff and offer support after you buy it, not just the software itself."}},{"startTime":988.9,"endTime":995.5,"type":"concept","title":"post-sale support","url":"/glossary/post-sale-support","quote":"Napa Tracks offers the industry's best post-sale support hands down and we train your people onsite. Yep, onsite and we offer remote refresher training 10 times a week and customer support is open six days a week.","canonicalId":"concept:post-sale-support","priority":0.3,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Post-sale support refers to the help a vendor provides after you purchase a product—training, troubleshooting, and ongoing assistance. For shop software, this is especially important because staff need onboarding and refresher training to use the system correctly and consistently.","simplifiedExplanation":"Post-sale support means the company doesn’t just sell you the tool and leave. They help you learn it and keep it working well after you’ve bought it."}},{"startTime":1001.7,"endTime":1006.5,"type":"term","title":"Facebook community","url":"/glossary/facebook-community","quote":"Give us a call, visit the website or join our Facebook community today to learn more. We'll prove to you that Tracks is the single best shop management system in the business.","canonicalId":"term:facebook-community","priority":0.35,"confidence":0.65,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A Facebook community refers to using Facebook groups/pages to build ongoing engagement with customers and local enthusiasts. The hosts mention joining a Facebook community as part of maintaining visibility and trust, which can support retention and referrals for an automotive shop."}},{"startTime":1088.6,"endTime":1099.4,"type":"term","title":"logo","url":"/glossary/logo","quote":"And you got to be a positive public partner, but you also have to be sure logo is nice, the images that you're putting out are nice and clean and not thought as a secondary thing.","canonicalId":"term:logo","priority":0.45,"confidence":0.7,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A logo is a shop’s visual identity marker used across signage, social media, and marketing materials. In the segment, the hosts emphasize that the logo and related visuals should look polished, because customers may infer the quality of the shop’s work from the professionalism of its branding.","simplifiedExplanation":"A logo is the shop’s main visual symbol. The point they’re making is that if your logo and branding look sloppy, customers may assume your service will be sloppy too."}},{"startTime":1123.9,"endTime":1131.6,"type":"concept","title":"360 approach","url":"/glossary/360-approach","quote":"The whole entire image matters from front to back. It's a 360\napproach, right? Like what you say, how you look, how you present it from the time they walk in\nthe door.","canonicalId":"concept:360-approach","priority":0.55,"confidence":0.74,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “360 approach” means evaluating the entire customer experience end-to-end, not just the service outcome. In automotive service businesses, that can include how the shop looks, how staff communicate, and how customers feel from the moment they enter through the final handoff.","simplifiedExplanation":"A “360 approach” means thinking about the whole experience, not just the work being done. For a car shop, that includes how you’re treated and how easy it feels from start to finish."}},{"startTime":1187.3,"endTime":1201.3,"type":"term","title":"honest and direct","url":"/glossary/honest-and-direct","quote":"But my men who come in, they're all very happy with the fact that they will always say\nit's honest and direct. There's no games being played.","canonicalId":"term:honest-and-direct","priority":0.45,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Honest and direct” describes a repair philosophy where the shop clearly communicates what’s wrong and what should be done—without pressure or upselling. In automotive service, this is closely tied to trust, because customers want to understand options and consequences.","simplifiedExplanation":"“Honest and direct” means the shop tells you the truth about what needs fixing. It also means they shouldn’t pressure you into repairs you don’t want."}},{"startTime":1201.3,"endTime":1209.5,"type":"concept","title":"preference for transparency about repairs","url":"/glossary/preference-for-transparency-about-repairs","quote":"Jake's going\nto tell you it sucks. He's going to do it in the best way he can and just lay it out. But there's\nno pressure if you don't want to fix your car, then don't fix your car.","canonicalId":"concept:preference-for-transparency-about-repairs","priority":0.4,"confidence":0.72,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The segment emphasizes transparency: if a car “sucks,” the shop should say so, and customers should know what happens if they choose not to fix something. This is a key concept in automotive service because it helps customers make informed decisions and reduces misunderstandings.","simplifiedExplanation":"They’re talking about being clear about car problems and what could happen if you don’t fix them. That way, customers can decide with less confusion and less pressure."}},{"startTime":1265.8,"endTime":1402.88,"type":"concept","title":"customer loyalty","url":"/glossary/customer-loyalty","quote":"...our legacy people are doing their job... But I'm hearing more and more that women are joining our ranks... More relatable... the majority of the people that come through my shop are women... Every month we have a car care gift that rotates...","canonicalId":"concept:customer-loyalty","priority":0.55,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Customer loyalty in an automotive context is the practice of building repeat business through consistent service experience, communication, and relationship-focused perks. This segment highlights how staff training, a welcoming environment, and recurring “touches” (like gifts and kids’ amenities) reinforce trust and retention."}},{"startTime":1274.5,"endTime":1280.5,"type":"term","title":"service advisors","url":"/glossary/service-advisors","quote":"...the training for service advisors or client advocates that I like to call them are really kicking it up a notch.","canonicalId":"term:service-advisors","priority":0.45,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A service advisor is the front-line staff member at an auto shop who talks with customers about what the vehicle needs and coordinates the repair process. They’re essentially the customer-facing project manager for service work, translating concerns into work orders and updates.","simplifiedExplanation":"A service advisor is the person at the auto shop who talks to you about your car’s problem. They help set up the repair, explain what’s needed, and keep you updated while the work is being done."}},{"startTime":1274.5,"endTime":1280.5,"type":"term","title":"client advocates","url":"/glossary/client-advocates","quote":"...the training for service advisors or client advocates that I like to call them are really kicking it up a notch.","canonicalId":"term:client-advocates","priority":0.35,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In this context, “client advocates” refers to customer-facing roles that support guest experience and communication during service. It’s a branding/operations term for staff who go beyond basic check-in to ensure customers feel cared for.","simplifiedExplanation":"Here, “client advocates” means the people at the shop whose job is to make sure customers feel supported. They help with communication and make the experience smoother, not just the paperwork."}},{"startTime":1314.8,"endTime":1325.4,"type":"term","title":"CSR","url":"/glossary/csr","quote":"Is Savannah your CSR? Yeah, she's my in-house content creator slash marketing girl.","canonicalId":"term:csr","priority":0.3,"confidence":0.75,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"CSR commonly means Customer Service Representative, and in this segment it’s used as the person handling customer-facing support. The speaker also clarifies Savannah’s role as content/marketing, showing how the shop blends service and community engagement.","simplifiedExplanation":"CSR usually stands for Customer Service Representative. It’s the person who helps customers directly, and in this shop they’re also involved in things like marketing and content."}},{"startTime":1337.0,"endTime":1348.3,"type":"concept","title":"guest relations","url":"/glossary/guest-relations","quote":"...when it comes to anything guest relations, like if a guest has to move around or be hosted in any way, Savannah steps in and she takes ultimate care of our people.","canonicalId":"concept:guest-relations","priority":0.4,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Guest relations” here refers to managing the customer experience beyond the mechanical work—especially when customers need help moving around or being hosted while their vehicle is serviced. It’s a service-industry concept applied to auto shops to improve comfort and perceived care.","simplifiedExplanation":"Guest relations means making sure customers are comfortable and taken care of while they’re at the shop. It’s about the experience, not just the car repair."}},{"startTime":1353.4,"endTime":1363.6,"type":"term","title":"car care gift","url":"/glossary/car-care-gift","quote":"Every month we have a car care gift and that rotates. I mean, we've done that for years and years and years.","canonicalId":"term:car-care-gift","priority":0.25,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “car care gift” is a customer-retention touchpoint tied to vehicle ownership—something given to customers after service or on a recurring schedule. Rotating monthly gifts are used here as a loyalty and relationship-building strategy.","simplifiedExplanation":"A “car care gift” is a small item the shop gives customers to make them feel appreciated. Doing it every month is a way to build loyalty and keep the shop top-of-mind."}},{"startTime":1671.5,"endTime":1685.9,"type":"brand","title":"Schmidt Lantern","url":"/glossary/schmidt-lantern","quote":"Anybody seen the Schmidt Lantern? Right? The kid needs to walk to the driveways. Don't forget the Schmidt Lantern. Where's the Schmidt Lantern? Oh my God. It's perfect. It's a perpetual brand builder.","canonicalId":"brand:schmidt-lantern","priority":0.25,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The “Schmidt Lantern” is mentioned as a branded item used to encourage kids to walk safely to driveways. While it’s not an automotive part, it’s framed as a “perpetual brand builder” tied to the shop’s identity and customer experience.","simplifiedExplanation":"The “Schmidt Lantern” sounds like a small branded safety item the shop gives out. The point is that it keeps the shop’s name in customers’ lives and sparks conversation."}},{"startTime":1685.9,"endTime":1697.2,"type":"concept","title":"brand builder","url":"/glossary/brand-builder","quote":"Where's the Schmidt Lantern? Oh my God. It's perfect. It's a perpetual brand builder. You've seen the Schmidt Bear. You've seen the Schmidt.","canonicalId":"concept:brand-builder","priority":0.55,"confidence":0.8,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"A “perpetual brand builder” refers to marketing items or experiences that keep a business top-of-mind over time. In this segment, the hosts connect it to community giveaways and everyday moments that prompt conversation and reinforce the shop’s identity.","simplifiedExplanation":"A “brand builder” is something that keeps a business memorable. Here, the idea is that small gifts and community activities make people talk about the shop and remember it later."}},{"startTime":1692.6,"endTime":1703.7,"type":"brand","title":"Schmidt Cookie","url":"/glossary/schmidt-cookie","quote":"You've seen the Schmidt Bear. You've seen the Schmidt. Oh my God. I never really thought that through. That item that you, did you have the Schmidt Cookie for Valentine's Day? Did you go to Schmidt's and get the cookie or did you have the Schmidt Cookie?","canonicalId":"brand:schmidt-cookie","priority":0.2,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"The “Schmidt Cookie” is referenced as a seasonal, branded giveaway (Valentine’s Day) that helps reinforce customer relationships. It’s used to illustrate how small, thoughtful gestures can support long-term loyalty for an automotive service business.","simplifiedExplanation":"The “Schmidt Cookie” is a seasonal treat the shop gives out. The hosts are using it as an example of how simple, friendly extras can make customers feel valued."}},{"startTime":1725.5,"endTime":1732.6,"type":"company","title":"Schmidt's AutoCare","url":"/glossary/schmidt-s-autocare","quote":"This is way too much fun. Lola Schmidt at Schmidt's AutoCare in Springboro, Ohio, along with her husband Eric. How many years you guys been there?","canonicalId":"company:schmidt-s-autocare","priority":0.35,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Schmidt's AutoCare is referenced as the automotive service business where Lola Schmidt works. The hosts use it as an example of how a local shop can build brand loyalty through community touchpoints and small customer experiences.","simplifiedExplanation":"Schmidt's AutoCare is a local auto service shop. The episode is using it to show how a business can keep customers coming back by doing community-friendly things."}}],"speakers":[{"id":"s1","name":"Carm Capriotto","role":"host"},{"id":"s2","name":"AAP","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/build-customer-loyalty-branding-event-planning-and-community-rr-1088/transcript.vtt","type":"text/vtt"}]}