Challenging the Norms at DeBoer’s
The automotive service industry has long been perceived as a male-dominated field, with the expectation that men are the primary decision-makers when it comes to vehicle maintenance and repairs. However, this outdated notion is quickly changing as more women step into leadership and customer-facing roles, proving that expertise, communication, and customer care are not gender-specific. At DeBoer’s, our team of knowledgeable, skilled, and customer-focused women is redefining what it means to work in automotive service.
Breaking the Stereotype: Do Customers Prefer to Speak with Men?
It’s a common assumption that when a man brings his car in for service, he wants to speak with another man. While DeBoer’s certainly accommodates all preferences—Chris, our male Service Advisor, is always available—we’ve found that most customers, regardless of gender, are completely satisfied and often delighted with the expertise and approachability of our female team members.
Customers don’t just want someone who understands cars; they want someone who understands them. The ability to explain complex breakdowns in a clear, compassionate way, paired with a high level of technical knowledge, is what sets our service apart. Women in the industry bring a fresh, customer-first perspective that prioritizes trust, transparency, and education—ensuring that every customer leaves our shop with confidence in their vehicle’s care.
The Balance of Expertise and Connection
What makes the women of DeBoer’s such an integral part of the team? It’s the combination of industry knowledge, strategic thinking, and emotional intelligence.
Tina, our Shop/Store Manager, is the backbone of DeBoer’s operations. She’s not only responsible for reports, customer service, and team management but also ensures that the entire shop runs efficiently from top to bottom. With a background in marketing and dealership-level service, she bridges the gap between business strategy and hands-on service. She’s also highly involved in the community through her local Cub Scouts Pack, the Chamber of Commerce, and Vistage, strengthening relationships that benefit both the shop and its customers.
Cassandra, our Service Advisor, excels at making customers feel comfortable and informed. Her years of experience in the industry allow her to break down even the most complicated vehicle issues in a way that makes sense. Her ability to lead, explain, and connect ensures that customers feel heard and valued. Outside of work, she channels her passion for business and creativity into her own small enterprise, further showcasing her drive and leadership skills.
Heidi, our Content Creator, is the voice and vision behind DeBoer’s digital presence. From photography to blog writing, she captures the essence of what makes DeBoer’s unique. Her background in sales and newspaper marketing enables her to craft compelling content that not only informs but builds trust with customers before they even step foot in the shop.
Courtney, our Service Writer, is the welcoming presence that sets the tone for every customer interaction. With a background in the food service industry and years spent in a dealership, she understands the importance of attention to detail and customer satisfaction. Her ability to make customers feel at ease, whether over the phone or in person, helps build long-term relationships that keep people coming back to DeBoer’s.
Why Women Excel in Customer-Facing Roles
In an industry where trust is paramount, the ability to communicate effectively, empathize with customers, and provide clear explanations is crucial. Women at DeBoer’s excel in these areas, ensuring that customers feel both informed and respected. The ability to balance the technical with the personal is what makes our service advisors, managers, and customer care specialists so effective.
The fresh perspective that women bring to the automotive industry isn’t just about gender—it’s about expertise, approachability, and a commitment to outstanding customer service. At DeBoer’s, we believe that great service knows no gender, and our team proves that every day.
These incredible women are helping people live life uninterrupted everyday, that’s the DeBoer’s difference.
