Upon arriving for service at West Loop Auto Body, many customers have the same question, "Can you direct me to West Loop Auto?" Barbara Floyd, customer service representative, always gives the same answer, "This is the place." After hearing this, customers are often amazed and reply that the business looks more like a bank instead of a collision repair facility.

West Loop Auto Body is located in the heart of Chicago and has been in business since 1930. The Passaglia brothers, Drew and Bill, take great pride in bringing a "country atmosphere" to the city. The family-owned business is recognized by a national franchise as one of the top body shop offices in the country.

The central concept that drives West Loop Auto Body is customer comfort. Customers are greeted by 1,000 square feet of West Loop Auto Body signage on four frontage walls. The signage is designed for ease in directing customers to the shop. The exterior of the building has a 40-foot by 60-foot canopy that provides customer protection from the Midwest weather conditions. More than 1,000 square feet of landscaping along the shop's perimeter offer a warm, country welcome to patrons. "While some collision repair facilities squeeze out every inch of beauty for production space, West Loop Auto Body has not only enhanced the aesthetics of the shop but has also improved the neighborhood," said Bill.

When designing the business, the two brothers studied and visited literally hundreds of other collision repair facilities throughout the country. Much to their surprise, the successful business owners they visited were very generous in sharing their time and ideas. According to Bill, the more successful a business was, the more willing the owner was to share ideas. The two dreamed of bringing the high-tech, customer-sensitive ideas they had witnessed back to Chicago. "For too many years the collision repair industry in Chicago has been regarded as a back alley type of business. We realized, when visiting other areas, that several business owners have improved the industry image by investing in their businesses," said Bill. The brothers strongly believe that investing in the exterior of the building is just as important as investing in the business' employees and equipment. "This type of commitment must be made first by the business owner before the public will invest their trust," stated Bill.

According to Drew, "Actually I don't think you'll find an original idea anywhere in the shop. The entire shop is a composite of ideas that can be found in several other shops around the country." The brothers do believe, however, that West Loop Auto Body is the only shop with all the ideas they compiled, in one location.

At first glance, West Loop Auto Body's customer confidence is secured and then reinforced throughout the entire process. The shop performs more than 200 collision repairs a month, making customer confidence and comfort high priorities.

Due to the ease of entering, exiting and parking at the shop, West Loop Auto Body has become a favorite among insurance companies and its corporate accounts.

"From a customer service standpoint, our most unique aspect is our electronic diary," said Ed Kowalshy, West Loop Auto Body marketing coordinator. The electronic diary follows a vehicle through the repair process in the shop and all information pertaining to the repair is logged in the computer system, including parts ordered and customer contact. Everyone in the shop has access to the electronic diary. This enables all personnel to answer any customer questions regarding the repair of their vehicle. By having the information available to all employees, the customer is taken care of in a quick, precise manner. "Most customers only want to know that someone knows what is happening to their vehicle. When they discover that everyone in the shop knows, they are elated," said Kowalshy. The "always current" electronic diary also ensures that vehicles are delivered on time or in some cases early.

This constant focus on due dates allows West Loop Auto Body to better serve its customers. The electronic diary tracking system reduces the amount of time needed for each repair which, in turn, reduces the cost of rental cars for the insurance company involved.

Sharing the concerns of customer comfort and convenience, Enterprise car rentals has secured office space within West Loop Auto Body. This business arrangement allows West Loop Auto Body to pick up a damaged vehicle from the customer's home while the rental car is being dropped off. When the repairs are completed, the shop returns the vehicle to the customer and picks up the rental.

West Loop Auto Body's speed and quality of repairs are further enhanced by the sophisticated prep stations, bake booth and painting systems the shop uses. The Passaglia brothers believe that there are several manufacturers of painting systems that offer a cheaper price, but West Loop Auto Body's goal is efficiency, timeliness and quality. "We must exceed the customers' expectations if we are going to stay in business through the 21st century," said Bill.

The staff
West Loop Auto Body firmly believes that employees are the most essential asset of any corporation. The business has more than 35 employees working together to fulfill the shop's mission. The staff is 100 percent certified by the National Institute for Automotive Service Excellence (ASE) and technicians are trained in welding from the Inter-Industry Conference on Auto Collision Repair (I-CAR). In addition, West Loop Auto Body is an I-CAR Gold Class shop.

Bill is the shop's general manager and is responsible for setting policies, hiring and firing, and setting the direction of the business. Drew handles all the accounting of the business, as well as closing out repair orders. The brothers bring their individual strengths to the business, thus ensuring continued success.

In addition to West Loop Auto Body, the Passaglias also own three mechanical repair facilities, all in the downtown Chicago area, and a 24-hour towing service. These facilities employ more than 70 workers.

Association involvement
West Loop Auto Body has been an ASA member since 1991. Bill thinks his association with other ASA members has, more than any other single thing, moved his family and business to its current accelerated level.

"The uninhibited sharing of office concepts, production and marketing ideas by other ASA members is deeply appreciated," said Bill.

The Passaglia brothers value the ability to use other ASA members as "sounding-boards" and actual examples, and also for layout concepts.

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