The art of self improvement

Published:  18 April, 2019

All roads lead east according to Andy, as he points towards some  strategies that will help you improve your business 

By Andy Savva


To thrive in today’s competitive aftersales sector businesses, the need to operate more efficiently, effectively and profitably has never been more apparent. Developing problem solvers, increasing labour productively, improving quality and reducing waste are essential factors if you are to succeed.
    
Increasing competition, rising customer expectations, and of course increasing technology are all squeezing already thin margins, while changing competition regulations in Europe bring an uncertain mix of threats and opportunities. Due to increasing product quality and reliability, today’s cars need fewer services (routine maintenance visits) and less service time at each visit. This means that, to maintain workshop viability, garages have to service and repair more cars each day. This has knock-on effects, such as the need for larger car parks and more admin staff to handle the extra number of jobs.
    To tackle these challenges, you need to adopt a continuous improvement strategy. There are several such strategies and methods to achieve these goals, however I want to focus on two most commonly adopted continuous improvement methodologies that I used in my previous business, Brunswick Garage, and continually use today to help other garage businesses.  

Plan-Do-Check-Act
Plan-Do-Check-Act cycle, more commonly known as PDCA cycle, was developed by Walter Shewhart as a continuous improvement process that can supplement the statistical quality control methodology. The PDCA cycle was, however, popularised by W. Edwards Deming who introduced it to Japan after World War II and is commonly referred to as the Deming cycle. As the name suggests, PDCA is a four-step process:
    
In the plan stage you establish what you want to accomplish and also establish the metrics and measurement system that can help you verify whether you have been able to accomplish what you set out for.
    
In the do stage you carry out or ‘do’ what you have planned. This is the step where the actual work happens.
In the check phase you compare using the measurement system that you have put in place, how you are progressing towards meeting your accomplishment and analyse any deviations.
    
In the act phase deviations are analysed and solutions implemented to ensure they do not happen again in the future and the gains are standardized. This is also the phase where a debrief or lessons learned exercise is carried out.
PDCA cycle is one of the oldest forms of continuous improvement methodology and almost all of today’s improvement methodologies.

Kaizen 5S/Gemba Kaizen
Kaizen is a term that was coined by Masaki Imai who founded the Kaizen Institute. The Kaizen Institute still holds the copyright to the term ‘Kaizen’ and ‘Gemba Kaizen’. Kaizen is an everyday Japanese word often translated into English as ‘improvement’. Kaizen is actually made up from two words. The first being ‘Kai’ or to change continuously’ and the second, ‘zen’ meaning ‘to improve’ or ‘to get better’. Therefore, a more complete understanding of the word Kaizen would be to continually make changes to get better.
‘Gemba’ means ‘real place’ – the place where real action occurs. Japanese use the word Gemba in their daily speech. Whenever an earthquake occurs in Japan the TV reporters at the scene refer to themselves as ‘reporting from the Gemba’. So, for our purpose, we would classify our reception, workshop, car parks etc. as our Gembas.
    
5S Kaizen is an improvement method that brings together these tools and techniques into a unified whole with 5S forming the base that links all other methods together. For many who have heard of 5S before you may be forgiven for regarding it only as a simple housekeeping exercise. Indeed, when some people first learn of the 5S method they find it hard to understand its power and strength as an improvement tool.
    
In other words, 5S Kaizen allows us to change our whole method of working and develop a culture focused on continuous improvement. It can contribute towards:

  •  Improved quality
  •  Improved labour productivity
  •  Higher levels of efficiency in the workshop
  •  Improved staff morale  
  •  Improved brand image
  •  Lowering operating cost –affecting  your charge-out labour rate


Kaizen focuses on small incremental changes that over time provided my garage with a sustainable means of delivering improvement. I have constantly stated you must look to improve 100 things by 1% rather than improve one thing by 100%.
    
Though it is true that a Kaizen event can be completed in a relatively short period of time, with some exercises taking little more than a few days, its strength lies in setting in place a method for continually looking at and improving what we do. For us, at Brunswick it became a permanent feature of our company’s culture – ‘the way we do things around here’.

Kaizen has also become an umbrella term for a number of tools and techniques that can be used to implement a continuous improvement program, with 5S being one such technique, which I’ve often talk about in my many presentations. Others include ‘just-in-time’, also referred to as JIT or ‘lean manufacturing’, and ‘quality circles.
    
Applying lean thinking is simple in principle. Look at the processes in your business from your customers’ point of view, understand what value looks like from the customer’s point of view, and focus hard on making sure you deliver this value right first time, on time, every time. The other side of the coin: eliminate waste – all those activities that don’t create value for the customer.
    
If you do this thoroughly, in a planned and disciplined way, you will be astonished at how many things you currently do – how many costs you currently incur – that don’t create any value for the customer. You’ll also be surprised at how many things you can do, often at very little or even zero cost, that significantly improve your customer’s experience of dealing with you so that you end up delivering better value at lower cost.  Good luck in your change!




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  • Get to the essentials 

    Marketing can be hard to grasp, even for the most experienced business operator. This made it an ideal topic for Andy Savva to cover as part of his 2019 training course schedule. Andy's one-day Marketing Essentials course provides an overview of what marketing actually is, looks at key approaches and how to apply them to a garage business.
        
    Aftermarket sat in on a sold-out session held in Crawley in February. In front of a packed room, filled with garages owners and staff, Andy dispelled some myths and misconceptions surrounding the discipline: "Marketing is one of the most misunderstood functions found in business. Whatever the reasons for any negative image that marketing may have, it is essential to realise that marketing is vital to ensure the survival and growth of any business. Marketing cannot be ignored and needs to be a part of the culture of any successful organisation.
        
    "Marketing affects everyone. We are all consumers. Most businesses depend on marketing to provide an understanding of the marketplace, to ensure their products and services satisfy the needs of customers, and that they are competing effectively."
        
    Despite running great businesses, Andy has found that garage owners often struggle when it comes to marketing: "Understanding customers and anticipating their requirements is a core theme of effective marketing, yet this is somewhat difficult for garages to fully get to grips with. So too is understanding general market trends and developments that may affect both customers views and the activities of businesses in the aftermarket repair sector. You must also be aware that a business does not have the marketplace to itself. There are always direct competitors, new entrants and indirect challengers.”
        
    Andy added: "Marketing should concern everybody in a business as it sets the context in which sales can take place. Whatever your role, you play a part in setting that context."

    Interaction
    As Andy got into the meat of the marketing matter, he led the delegates through what marketing is, and how they need to approach it and enact effective marketing within their businesses. Even the most experienced business owners and managers can get a little confused when asked to distinguish between marketing, advertising and sales. After asking attendees to pick where they would plant the marketing flag, with a few near misses along the way, Andy went through the specifics:
        
    "Marketing is a systematic approach aimed at bringing buyers and sellers together for the benefit of both. Many people confuse selling and advertising with marketing but they are not the same. Marketing is about promoting goods and services that both satisfy customers and also bring profits to the business.
         
    "Selling is the interaction that takes place on a personal level with potential customers. Marketing on the other hand is aimed at generating those potential customers in the first place. Many people confuse selling and advertising with marketing but they are not the same. Advertising is part of the marketing function, but never the other way around."
        
    For marketing to succeed, there needs to  be a goal and a way of achieving it, which Andy went on to cover: "Any marketing campaign needs to have a clear focus and this is why it is so important to make the right choices. Will the business compete across the entire market, or only certain parts? It is also a good idea to ensure all employees know the strategies being adopted, so that everyone works together to achieve the same goals." Andy then asked a question of the group: "Do you know what your garage business is trying to achieve and how it is trying to achieve it? In most cases the answer is no."
        
    The goal influences the method, and vice versa. From this point, Andy covered the classic four Ps of marketing – product, price, place and promotion – and went from there to the more recent extended marketing mix, incorporating people, process and physical evidence. Beyond this he laid out transactional marketing, which is sales-focused, and relationship marketing, which takes a much broader view including customer service, and quality presentation and results.
        
    Next he took on the thorny issue of branding as part of the marketing strategy, and why a strong brand is so important for recognition, financial value, motivation and loyalty. All of that was just the pre-lunch session. After lunch, Andy went into even greater detail on areas such as the marketing triangle, SMART objectives and SWOT analysis. It's heady stuff, but Andy made it approachable and applicable to the sector.

    Inspirational
    Those in attendance found a lot to take away from the day. Dani Comber from Thrussington Garage in East Goscote, near Leicester said: "I find Andy really inspirational. I think he's brilliant. He can come and work at our garage." Commenting on what she was learning about marketing from the day, Dani said it showed the gap between what they were doing at present, and what they should be doing: "I find it demotivating and motivating at the same time. You want to do everything, you've got the intention to do it, but you've not done it. On the other hand you are motivated because you see what you can do."
        
    Elisa Bramall from Scantec Automotive from Hailsham, East Sussex said: "I have attended several training courses with Andy. I only have good things to say about him of course. His passion being the main thing, and that he says it how it is. No beating around the bush. A lot of his values we stand by as well, i.e use of OE parts, tools and genuine equipment. When you attend his training courses, it aligns with what we want to achieve. With all of his experience, if you think you know it all you certainly don't."
        
    Tina Drayson, Operations Manager at CCM Garage, based in West Sussex and Surrey said: "I have done Andy's financial course before. It is phenomenal. I have learned so much from it. It has certainly changed the way we are doing our business. I am hoping that today with the marketing essentials will give us even more direction going forward."
        
    Terry Roberts, owner at  Witham Motor Company in Witham, Essex said: "I have just become a RAC approved garage in the last few weeks, so I am looking at changing my brand. I am really enjoying it. I am learning a lot and have picked up a lot of things."
        
    Commenting on what he was getting from the course, Billy from  Beacon Hill Garage in Hindhead, Surrey said: "It just hammers home that if your standards slip, and your marketing as well, and you take your eye off the ball, things will go wrong. I will be going back to give a few people a kick up the backside to bring standards back up. "
        
    Brothers Mahesh Vekaria and Pravin Patel own a garage each in Harrow. Mahesh, owner of Cardoc said: "What have I learned from Andy today so far? It has refocused and re-energised my enthusiasm for marketing. We do a fair bit of marketing, but coming today, you see a different angle to it."
        
    Pravin, proprietor at Harrow Service Centre, observed: "Today has been interesting. I have learned a lot. In a sense we already do a bit of marketing, but to understand what it really does mean and the ways we are doing it – is it right or wrong? – is really useful. It is something to implement when we go back to work."
        
    In that the pair are brothers and are based just half a mile apart, Aftermarket was curious as to who would get back and implement new marketing initiatives first. "I would say that I would," said Mahesh. Pravin agreed: "Yes  he would, definitely, having said that, he looks after my marketing for my garage as well. So he has double the work really."

    Information
    Edward Cockhill of Uckfield Motor Services in Uckfield East Sussex observed: "It is quite an eye-opener. I saw marketing as just advertising, whereas it is really the whole perception of my company. There is a lot of cogs that are going to be turning when I get home. "
        
    Peter Bedford of GT One Ltd in Chertsey, Surrey said: "We are an independent Porsche specialist. Our business is in need of a bit of a review in its marketing ideas, and we are looking to freshen it up. I have come along to see another angle of it. Some things I think I know and we have applied. Some I know and we have not applied, so you need a kick up the backside. Some things are brand new. On the whole it is brilliant."
        
    Cieran Larkin from Larkin Automotive in Dublin commented: "It is good to get marketing training from a professional who has been in the garage business as opposed to someone who is dealing with generic marketing. Andy's experience is brilliant in that way."
        
    Nick Robinson from Marchwoods in Folkestone had been to Andy's courses previously and was back for more: "I came to Andy's events last year for garage financial understanding and customer excellence. They were real eye-openers so I have come back for another one. I was badgering him earlier to see what is coming up next. I will be at that one as well!"
        
    Meanwhile, for Edward from Swanley Garage in Swanley, it was his first time: "This is the first one I have been to. It is really good. It is about getting all the information and having the guts to go out and do it. We are all guilty of not doing marketing properly, it is about taking that jump to rebrand yourself or say right we are not doing that any more, or we are not doing cut price work, or we are not going to let the customers bargain with us any more, and seeing where it takes you."

  • To train or not to train? 

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