Visit OEConnection.com

Assured Performance Network’s new Certified Collision Care program will provide many benefits.

August 29, 2016

Certified Once, Recognized by Many

OEM (original equipment manufacturer) certification is a growing trend in the collision repair industry, and in Canada, programs are just starting to develop. Given the complexity of the collision repair business, any program that simplifies the certification process and unifies industry stakeholders is a good thing. This is why the time is right for a new national program.

Leanne Jefferies, vice president, Canadian Operations at Assured Performance Network, has just launched the “Certified Collision Care” program in Canada. The program has a long history of success with the company’s U.S.- based parent company. Assured Performance Network has certified over 2,000 collision repair facilities in the U.S. and had that certification recognized by U.S. OEMs. Certification is given only to repairers that meet or exceed OEM standards for tools, equipment, training, and facilities. Certification assures customers that these shops are able to properly repair vehicles to manufacturer specifications for fit, finish, durability, value, and safety.

Assured Performance Network’s motto is “Certified once, recognized by many.” It is the collaborative spirit of the program that sets it apart. “This is a unique opportunity,” Jefferies says. “We can work together in a way that’s not been done before in Canada. There are benefits for repairers, OEMs, consumers, and insurers.”

Providing a single avenue for certification is the simplest, most efficient way to ensure quality standards, safety, and high customer satisfaction

The Certified Collision Care program will provide a framework for OEMs to come together and agree on the standards that repairers in Canada need to meet to properly repair vehicles. Working together will reduce redundancy in program requirements, repetitious inspections, and unnecessary duplication of costs.

Providing a single avenue for certification is the simplest, most efficient way to ensure quality standards, safety, and high customer satisfaction, Jefferies says. The program levels the playing field. It gives all technically qualified collision repairers the opportunity to become certified and differentiate themselves from others who may not have made the same investments in quality. It is also open to all OEMs that want a proven certification program so they can assure their customers that their vehicles are being repaired at qualified repair shops. A certified collision repair program increases customer satisfaction and helps OEMs to protect their brand and promote customer loyalty.

“I see this program as an opportunity for our industry to create a standard,” explains Jefferies, “to recognize repairers who have stayed current and invested in training and equipment; to encourage more repairers to invest in I-CAR training, tools, and equipment; and, most importantly, to protect consumers. By working together, we can establish our own ‘seal of approval’ that lets customers and insurers know that we are qualified to repair vehicles.”

The process of becoming a “Certified Collision Care” provider is very straightforward. The program is largely run online. Other than an on-site inspection and audits, a shop can manage everything on the Certified Collision Care website: certifiedcollisioncare.ca

Once enrolled, shops are able to assess their business capability against a complete list of certification standards and receive an evaluation that shows any deficiencies. Shops can then make the modifications or investments required to qualify. Next, an inspector audits the shops to ensure proof of compliance through documentation and photos. Once certified, a shop has access to various marketing and promotional tools. Jefferies adds, “Our program is user-friendly, transparent, and open to all. Our website lists all of our certification requirements, so there is no guesswork involved. Our account managers are there to support repairers and answer questions every step of the way during the process.”

Benefits to Stakeholders

The Certified Collision Care program is an idea that has come along at the right moment, if for no other reason than the accelerating pace of change and the increasing complexity in the industry. Certification provides real benefits for shops. It tells insurers and customers that a business has all of the necessary skills, technical knowledge, and tools it takes to repair current and next generation vehicles. Used as part of a marketing campaign, it can help drive more sales, convert estimates into repairs, and, ultimately, produce happy customers.

We can work together in a way that’s not been done before in Canada

Ongoing participation and certification also allows shop owners to better plan future investment. By knowing what is coming down the road, they can develop a training plan to ensure their technicians stay current, rather than simply reacting after the fact. The Certified Collision Care program provides clarity and guidance on where to invest.

Having a shop with visibly high standards has an impact on the business in other ways — including recruiting and retention. “Shops with a reputation for quality are also able to attract better employees. The best like to work with the best,” says Jefferies.

“All together, the benefits of Certified Collision Care add up to the opportunity to earn a better return on a shop’s investment in tools, training, facilities, and marketing,” she says.

For insurers, Certified Collision Care offers the ability to easily identify the qualifications of repairers across Canada. This in turn gives peace of mind to their customers, assuring them that their vehicles are receiving safe repairs that meet OEM specifications. In addition, the program can help to identify repairers with advanced capabilities to repair vehicles that have aluminum and carbon fibre in their structure.

Certification requires shops to meet standards in the areas of business practices, technical capabilities, customer service, regulatory compliance, and advanced capabilities. Many shops can already check off a lot of the boxes needed to qualify. Here are some of the initial qualifications:

Business Standards

Technical Standards

Advanced Materials

Repairers can also add to their certification an “aluminum repair capable” designation. The requirements for this certification are straightforward:
Shops must have a separate work area for aluminum repair, either a separate room or a curtain system. They must have a designated set of special tools specifically for aluminum vehicles to prevent cross-contamination from steel-body vehicles. Their inventory must contain all the required hand tools per manufacturer specifications.

Having a single stop certification is going to save everybody time and money

Once again, many shops may already qualify for these optional certifications or be very close to qualification. The full list of requirements is available on the company’s website.

As already stated, in the U.S., the program has grown to include more than 2,000 shops. Jefferies is aiming to have all qualified shops in Canada certified in order to provide coast-to-coast coverage and to have at least one certified repairer in every community. She expects that at least 800 to 1,000 shops will join the program.

The annual cost for basic certification is $2,950 CAD, which will include the OEM certification and recognitions that are added during the inaugural year. As an added incentive, participating shops are only required to pay a non-refundable $1,000 CAD deposit at the time of enrollment, with the balance due upon process completion and official certification.

Shops will have the option to select various OEM certifications and recognitions and marketing programs as they are added to the program in subsequent years, which could require additional fees.

“I am excited to have the opportunity to bring this program to Canada. The program is effective, efficient, and affordable,” Jefferies says. “By providing third-party, neutral certification, we’re bringing real value to all stakeholders in collision repair. By working together collaboratively as an industry, we can really make a difference. It’s a win for everybody.”

###

This article originally appeared in the Spring 2016 issue of Collision Quarterly.

Associated Topics:

Assured Performance Canada Certification Certified Collision Care COLLISION CARE Collision Repair Leanne Jefferies NEWS PRESS RELEASE