Parkway Automotive Services, LLC (PAS), in Little Rock, Ark., opened its doors for business in January 1998. Owner Mike Davidson has built his automotive repair business from a zero customer base to more than 800 customers in that short period of time. He has done this through what he views as a non-traditional approach.

"Instead of common communication barriers, such as counters that have traditionally been used in automotive repair facilities, we use round, dining room tables and restaurant-style menus to communicate with our customers," said Davidson. The four-color, glossy service menu contains a list of the services offered by PAS, as well as a description of the procedure and the cost. "Along with our restaurant-style lobby, we have a comfortable lounge for our customers," he said. The open restaurant-style atmosphere is a big hit with PAS customers. "It has had a huge impact on the way we do business," he said. Customers enter the business and are immediately put at ease by the surroundings.

Davidson handles the service writing and customer contact regarding recommended and required work following diagnosis. It is important to him that customers understand every aspect of the repair procedure and why it is recommended or required. Customers have been very responsive to and appreciative of this approach. He updates all customers on the status of their vehicles at 10 a.m., noon, 2 p.m. and 4 p.m., everyday. "Through these non-traditional tools, our customers feel more comfortable, relaxed and at ease about discussing their automotive needs," said Davidson. Building a relationship with his customers is a key component to the shop's success.

PAS is a AAA Approved Auto Repair facility and a NAPA AutoCare Center. Davidson joined the Automotive Service Association (ASA) in March 1998 for the education offered. "I continue my membership in ASA for the industry image and ongoing education," he said.

Since opening last year, PAS has added one employee, bringing the total number of personnel to six. In addition to Davidson as owner/service writer, PAS employs Rick Jackson, service manager; Jim Brown, special accounts; LaTonya Laird, business manager; and three technicians: Bob Kohrs, Thomas Utley and Scott Allison.

PAS offers its personnel a generous employee benefits package that includes paid health insurance, paid tool insurance, paid holidays, paid personal days off, paid vacations, quarterly bonuses and a company matched individual retirement account (IRA). After five years of employment with PAS, the company will provide employees with an all expense paid vacation. "These employee benefits provide a way to attract competent technicians to the shop and invest in the future of the company, as well as in the career of the technician," said Davidson. PAS technicians are certified by the National Institute for Automotive Service Excellence (ASE). In addition, Davidson is ASE-certified, a MACS certified trainer and an ALLDATA Automotive Information Specialist. He will receive his Accredited Automotive Manager (AAM) designation from the Automotive Management Institute (AMI) in 2000.

The business also has a unique way of tracking its advertising efforts. "As an in-house advertising agency, we keep a database of all advertising sources and their productivity. This way we are able to document what advertising sources are most beneficial to our business," said Davidson. PAS utilizes various advertising media such as television, radio, the Yellow Pages, direct mail, sponsorships, thank you letters and service reminder letters. The business also produces a bi-monthly newsletter that includes a message from the owner, community activity news and auto trivia. All PAS advertising logos are original designs and are registered trademarks of the business.

According to Davidson, the business' tracking system shows that 46 percent of its customers come from customer referrals. To reward his customers for their referrals, Davidson produced a special anniversary issue of the company's newsletter that thanked customers for their support and offered a discount on services for future referrals. PAS offered current customers $20 off their next service for giving the special edition newsletter to a new customer. The new customer also benefited from this by receiving a 5 percent discount on their first service. "We felt that we could use our advertising dollars and invest them in our customers. This benefits everyone involved," said Davidson. The response to the newsletter, since its mailing in June, has been moderate. But since there is no expiration date, Davidson feels he will continue to receive new customers from it for several years.

PAS also offers a "Lifetime Oil Service Club Membership." The membership includes oil change service for the rest of the customer's life, not the life of the vehicle, every three months/3,000 miles; tire rotation every six months/6,000 miles; 32-point safety and maintenance report every six months/6,000 miles; and one free used car inspection report. The membership has a one-time enrollment fee. Currently PAS has more than 60 customers who are club members. All club members' names are displayed in the lobby area. The display has prompted several comments and conversations from customers who recognize the names of club members. He learned about this program during his attendance at the 1998 Congress of Automotive Repair and Service (CARS) in Las Vegas.

The Internet has also proven to be a valuable advertising tool for PAS. Davidson went online with his site shortly after opening the shop. He performed a major redesign on the site in late summer and is very pleased with it. "You just have to see it to appreciate it. I hope readers will visit the site and offer input," said Davidson.

Davidson is a very open-minded businessperson who strives to provide the best possible service to his customers. He also encourages his staff to have the same drive. This is apparent by a sign that hangs in the shop area. The sign reads, "Did You Complete This Job Well Enough That You Would Hire Yourself To Do It?" It is a constant reminder to all employees to put their best efforts forward. The saying came from a home-school curriculum that Davidson's wife was teaching to one of their four children, some five years ago. They were studying work ethics at the time. "As with most people, if you are doing something for yourself it makes a difference," said Davidson.

Community involvement is another area Davidson enjoys devoting time. He supports Family Life Ministries (a subsidiary of Campus Crusades for Christ), and he sponsors a local softball team and golf tournament. He also donates his time and knowledge through speaking engagements for several groups and organizations throughout the community.

Davidson and the staff at PAS will continue to cater dependable, good quality service to its current and future customers.

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