Every year the Naperville Area Chamber of Commerce awards a small business for its standards of excellence that could be a role model to other business in the community. SPARKS Complete Car Care in Naperville under the leadership of Bob Parida has set those standards to a degree that other automobile service industries would consider them as the benchmark.

SPARKS Complete Car Care is an automobile diagnostic and repair facility. In the beginning, SPARKS as a national chain sold its franchise as a tune up center and used to be called Sparks Tune Up. With ever increasing demands on hi-tech automobiles diagnosis became a part & parcel of every newer model vehicles. The name was changed to Sparks Computerized Car Care. In 1990, the main office opened a 7 bay training center for its franchise owners in the Fox Valley area (Fig. A-1). Unable to keep up with the franchise obligations Sparks Tune Up Inc. sold all its rights to franchisers in 1992 and got out of the car care business completely. When Bob Parida took over the operation in 1992 the training center was barely afford to pay its bills to keep the vendors happy. It required some strategic business plan and some innovative marketing ideas to turn the shop around. To keep the customer’s vehicle looking nice and clean a complete hand wash and auto detail section was added. To keep up with the demand for after-market accessories Sparks started to install Remote Starters, DVDs, and Navigation systems. In the year 2002 it had to move its operation to 24125 W. 111^th Street in Naperville (Fig. A-2). Now it operates in a 10,000 square foot facility with 14 bays (Fig. A-4). Spacious reception area was created so that customers don’t have to step out of their vehicles in bad weather.

UNIQUE & INNOVATIVE APPROACHS:

Bob Parida, after finishing his bachelor’s degree in Mechanical Engineering and a master’s degree in Electrical Engineering from New Jersey Institute of Technology moved to Chicago in 1987 to work as a Robotics Engineer in a small engineering firm in Lake Bluff, Illinois. Inspired by his sister who ran a successful Sparks center in Orland Park, Bob bought the run down center in Fox Valley in 1992.

Knowing very well the public perception towards automotive industry, much attention was given to educate and inform customers of the complicated machinery – the automobile they drive. Today’s cars, light trucks, and sport-utility vehicles are high-tech marvels with digital dashboards, oxygen sensors, electronic computers, unibody constructions, and more (Fig.C-1, Fig. C-2). They run better, longer, and more efficiently than the models of the past years no doubt, but when they break down it is a nightmare to figure out what may have gone wrong. Therefore, all the service advisors were trained to take time in explaining the customers through pictorial diagrams and display models to explain the nature of the problem before any work is performed on their vehicles (Fig.C-3, Fig.C-4).

As a continued effort to educate our customers, plans are on its way to hold our women’s car care clinic on May 1^st this year with the sponsorship from Car Quest Auto Parts and AAA Chicago Motor Club. Although we have developed a great deal of trusting relationship with our customers and community we still feel it is our duty to inform and educate our customers of this ever changing field of technology. According to Bob, better-educated consumers feel confident, informed, and “in control” and are less likely to have a negative experience when taking their vehicles in for service.

Since majority of our customers are women, Bob’s wife Sarita has immaculately decorated the bathroom and the lobby to create the ambiance of a homely atmosphere (Fig.C-5, Fig.C-6). She has even painted a huge mural (Fig.C-7) on the wall to keep the kids entertained when the mothers are waiting for their vehicles. Artistic talent does not just end there. Bob’s daughter Polly who is only 6 years old with the help of her mom has painted a cartoon poster (Fig.C-8) that vividly explains the different aspects of a service bill. This is truly a family run business where everyone has contributed to its success!

Growth of SPARKS is based on the “Triangle Principle”. Just like a triangle is not complete without its three sides. As per Bob, a business does not succeed without the three major components: the outstanding customer relation, dedicated employees and proper business ethics.

At SPARKS, customers are treated with utmost courtesy and respect. Last survey conducted by AAA motor club had resulted in 100% satisfied customers. There is always a courtesy van to pick up or drop off customers or a loaner vehicle for their immediate transportation needs. Every major repair is followed up with a phone call from our service manager or sometimes the technician involved to make sure that we have at least met their expectations if not exceeded! Managers are trained to send porters to pick up vehicles incase of our elderly customers who can not leave their home or single parents who can not leave their kids unattended. These are just a few little things that have created a very friendly relationship with our customers in the neighborhood.

Employees are the backbones of every business. At SPARKS technicians are constantly reminded of the 3A’s – Attitude, Aptitude and Appearance. As per Bob, we really don’t need geniuses in this business to operate successfully. We are not inventing the wheel here. All we need is the people with right attitude and a passion for automotive. Before hiring, prospective candidates are given different levels of tests to see their aptitude in different disciplines. A field as dynamic as automotive requires continuous training and updating. SPARKS is affiliated with AC Delco and Tech-Net (Fig.C-9)to get its technicians factory trained directly from General Motors and after-market vendors. With the Triangle Principle in mind now plans are under way to give the qualified employees the opportunity to own a share of the business through an Employee Stock Ownership Plan. It is obvious that the employees will take better care of the business when it is their own. Due to our sound business principles, employees are already proud of what they do. That’s why we emphatically say, “we take pride in maintaining your foreign and domestic vehicles” and we mean it!

SPARKS operates under the strict guidelines of some business ethics. Just like the rules of the road, all employees in general and management staff in particular are taught to follow these code of ethics without default.

Recommend corrective and maintenance services and explain to the customer which of these are required now to correct existing problems and which are for preventive maintenance.
Offer customer a price estimate for work to be performed.
Obtain prior authorization for all work done, in writing or by other means satisfactory to the customer.
Make every effort to keep customer informed about appointments and completion deadlines.
Furnish an itemized invoice for parts and services, priced fairly, which clearly identifies any used or re-manufactured parts. Replaced parts may be inspected upon request.
Furnish or post copies of any warranties covering parts or services.
Exercise utmost care for the customer’s property while it is being serviced.
Attempt the best to fix the customer’s vehicle right the “first time.”
Uphold the high standards of our profession and seek to correct any or all abuses within the automotive industry.

Along with proper business principles some consistent marketing strategies have helped the growth of SPARKS. A monthly newsletter is sent out to some 2000 customers in a regular basis. Not to bore people with only automobile topics the newsletter has variety of articles for all different ages (a sample enclosed).

A Preferred Customer Program has worked really well in creating a good network of customer base. A portion of the advertising budget was given back to the customers in the form of shop credits when they referred their friends and relatives to SPARKS. These shop credits does not expire and are used on top and above the coupons and special offers. This has created a tremendous customer loyalty and a healthy relationship with the customer base.

ACCOMPLISHMENTS:

Obvious reason to justify the accomplishment of SPARKS is by looking at its physical growth. 10 years ago it was at a 3000 square foot facility. Now it is operating out of a 10,000 square foot floor space. It is recognized as a top-notch diagnostic shop in the Fox Valley area. Until last year, Illinois Air Team had evaluated SPARKS with a 100% ERI (Emission Repair Index) in IM-240 tests. After scrutinizing carefully AAA Chicago Motor Club approved SPARKS as one of their premier service facility for thousands of their members. AC Delco division of General Motor finds the caliber of technicians and business principles of SPARKS conducive enough to give free technical trainings under their total service support program. Car-Quest parts store has affiliated SPARKS with their Tech-Net Professional Service so that customers can get life-time warranty on all the Car-Quest parts coast to coast.

The purpose is not just to become the best car care facility in the neighborhood! The purpose is to change the perception of the customers towards the car care industry. Bob had served in the board of trustees in the Woubansie Valley Community College, Sugar Grove in their automotive division to bring about a awareness among the graduating technicians the fundamental principles of ethics. One of the major components in the success of automotive service industry is “trust.” Fortunately at SPARKS this has been a major accomplishment.

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