Todd Kraft, president of Kraft’s Body Shop, Inc. in Santa Cruz, says a body shop that never gets repeat customers won’t stay in business long. He sees his company’s role as not only repairing cars but taking care of car owners. He wants his customers to be happy and confident that his shop truly cares about their satisfaction. He says his company “thrives on integrity.”

When customers bring their car to Kraft’s Body Shop, they’re invited inside to meet the staff and view the repair facility. A technician will precisely explain the work that will be done–a reflection of Mr. Kraft’s conviction that customers deserve open, honest communication. Superior customer service, he says, results in repeat business and referrals to family and friends. It’s the best possible outcome for everyone involved.

Auto body shops operate in a very competitive environment. Many offer quality service, says Mr. Kraft, but others work under inferior standards. “They tell customers whatever they want to hear and offer empty promises,” he says. As such, Kraft’s Auto Body prides itself on both its track record of first-rate repair work and its reputation for honest, straightforward dealings.

Mr. Kraft is proud of every part of his facility, from the friendly, helpful front office, to the Parts, Body, Frame, Paint, and Billing departments. ” We take pride in resolving your vehicles damages and gaining a customer for life,” he says.

Beware of body shops that operate under the “old-school” model. There are many business models prevalent in the collision repair industry, explains Todd Kraft of Kraft’s Body Shop, Inc. in Santa Cruz. At the low end are predominately old school shops that don’t reinvest in equipment or training. They many present themselves as technologically sophisticated, but they often represent the worst the industry has to offer.

“Behind the facade is a mentality to turn the dollars as fast as possible,” says Mr. Kraft. “They cut corners, switch out parts or hire cheap labor—workers who are undocumented, uneducated, untrained, or uninsured, who receive cash under the table. These operators give the industry its bad reputation.”

At the other end of the spectrum, says Mr. Kraft, are shops that recognize the need for quality repairs. They invest in modern equipment for their shop and provide personnel training for their office. They pay workers’ compensation insurance, carry the necessary operating permits and insurance, and have earned the high regard of past customers.

“These shops are trying to stay ahead of the curve,” says Mr. Kraft. “They’re trying to run their business efficiently and remove waste in the repair process. They have highly trained staff members and can handle all facets of insurance claims and estimates. They’re competing to be the best in the industry while setting and keeping the highest standards.”

Mr. Kraft says those are the facilities customers should seek out. Before entrusting your keys to a body shop, he advises you look carefully at its reputation, its staff’s professionalism, its ethics, and the resources at its disposal, the training its technicians receive, and the experiences of prior customers. “Remember, if there’s ever a problem down the road, you want a shop that’ll be able to stand behind its work and still be there for the customer.”

Q: What’s the next step after I get an estimate?

A: It depends, because each insurance company has its own process. We can advise or counsel customers as they go through those steps.

Q: I’m worried about problems with my coverage or processing my claim. How can you help?

A: We can advise you on what to do, how to proceed and what to expect. We’ll make sure you get everything you deserve.

Q: How many estimates do I need?

A: One. We can handle any negotiations or follow-up with the insurance company.

Q: Will my car drive safely after the repairs?

A: We take great pride in repairing vehicles correctly. We can show you what’s been done to your vehicle and directly answer your concerns. We don’t just fix your car, we restore your confidence.

Q: What insurance companies do you work with?

A: We work with all major insurance companies.

Q: What type of warranty do you offer?

A: We’re proud to offer a lifetime warranty on repairs, which covers all workmanship and paint-related repairs. We use PPG’s Envirobase Paint with a High Solid Clear to protect body repairs from the sun’s rays and other threats to the finish.

Q: My insurance company is telling me I have to go to a certain shop. Do I?

A: No. Insurance companies sometimes direct work toward contracted shops because they have negotiated agreements with them. Legally, you have a choice to select the shop you want to repair your vehicle. Choose a repair facility you trust, regardless of what the insurance company tells you. Talk to its staff, take a tour and ask questions.

Q: Do you give free estimates?

A: Yes, and no appointment is required.