Proprietor of Ankara Limited, Max Ray, has been in the automotive business for more than four decades, ten of which have been spent leading his own enterprise.

And, he maintains that the secret to his success is simple: good customer service.

So when the Jamaica Automobile Association (JAA) recently introduced its Approved Auto Repairer programme to certify garages, Ray was quick to jump to the idea.

“Standards are what keep your customers satisfied and coming back,” Ray emphasised. “We let our customers understand that whatever goes wrong with your vehicle consult us because we are able to perform a wide range of services,” he said.

The veteran auto repairer stressed that building and maintaining a solid customer service reputation is very important to operators in the motor repairs industry; and, repairers should make every effort to implement these best practices.

He also contended that customer service is more than just providing service with a smile. “It is a composition of operational standards that offer the customer a variety of services and confidence in the competence of the motor repairer,” said Ray.

Ankara Limited is one of four auto repair shops that have signed on to the islandwide JAA programme, which aims to raise standards of service offered by auto shops.

Under the programme the JAA works with the repairers to improve the competence of their technicians through training and certification, where necessary; and lift the look and feel of the facilities and its administration.

“What we have is a one-stop facility which means you don’t have to come to us for body work and go to somebody else to fix your transmission,” Ray told Auto. says, He pointed out that his facility has technicians specialising in many areas including, body repairs, air conditioning, transmission and electrical problems. “Any detail of the car we will address it for you.”

The company employs five certified technicians, which includes Ray, and engages the services of consultants that are brought in on a “needs” basis. In-house training is also provided by Ray, who is a licensed repairer, having been qualified during his years in Canada. He strongly encourage technicians to seek certification from local and international training institutes.

“We have one young man, who is currently at the Jamaican German Automotive School; and, he only has one more year to go; and, another technician recently completed his training in England,” Ray explained. “Our technicians, who are not yet certified, have about 12 to 13 years experience,” he added.

“You have to be honest with your customers. If you made a mistake, let them know that you did not diagnose the problem correctly. And if you are unable to identify the problem tell them.”

Ray urges repairers to be responsive to queries and complaints as there is no point to keeping customers guessing: “Address the customer right away and don’t allow the problem to lag on, it only leads to frustration,” the long time auto-repairman advised.