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Data Driven Decision-Making Puts Heart Certified Auto Care in Growth Mode

Brian Moak had high expectations when he hired Winsby Inc. in 2014, and he hasn’t been disappointed. At the time, Moak, who heads Heart Certified Auto Care with three locations in Evanston, Northbrook and Wilmette, IL, was looking to replace an internal marketing director with a more experienced marketing agency. “Winsby took over our graphic design, marketing strategy, how we were tracking our customers, and customer satisfaction survey calls,” said Moak.

Diving into the Data Produced Opportunities
Top on Moak’s list of things for the new agency to do was to dig into the auto repair shop’s data to gain additional insights and marketing opportunities. “We needed to use our data better, and we didn’t really know how to do that, and they did,” said Moak. “That was a huge step for us in managing our customer base better. They really went deep into the data.”

Today customers receive timely notifications when their vehicles are due for service, and customer service is routinely measured to provide feedback to the business. This process is more important than ever, since Moak decided to franchise and rebrand the business in 2017. He saw an opportunity to fill a growing gap in the car repair service industry and rebranded the 93 year old, family owned Duxler Complete Auto Care, as HEART. HEART is an acronym for Helping Everyone Achieve Reliable Transportation.

“We’re tracking our customers,” said Moak. “We are able to manage trends better. There is a lot less guesswork. We have been able to make very strategic decisions, because we have the right information.”

Winsby and Moak’s team have a call every Tuesday to discuss ongoing projects, and every quarter they complete an intensive review of the analytics. But there is more to the relationship than just data.

Winsby is Dedicated and Agile
“Winsby cares, and they have an incredible depth of resources. Debbie Frakes (managing director) has taken incredible care of me. I consider her part of my team,” says Moak. “I feel like she looks after my company as if it’s her company and cares at that level.”

One trait that Moak finds especially valuable is the agility of Winsby. “When I decided to franchise and rebrand, they completely managed the strategy and the projects around that,” said Moak. Franchising has been successful, and in the next year the company expects to expand by an additional three to five units.

Moak has no hesitations about hiring Winsby to tackle new markets and projects. “I highly recommend them,” he said. “They do a great job and do a lot of research before they make a decision.”