Building Trust, One Repair at a Time: A Conversation with Nicole Fordyce
Business outstanders had the pleasure of Interviewing Nicole Fordyce, co-owner of Nicole’s Auto Care Center, to talk about entrepreneurship, customer connection, and what it takes to thrive in the automotive industry. Nicole’s journey is rooted in dedication, transparency, and a genuine love for helping people navigate car trouble with confidence.
Here's what she shared with us:
Q: Nicole, Running a customer-facing business means wearing many hats. What are some habits or routines you've developed that help you stay centered and effective in high-pressure situations?
Running an auto repair shop means juggling a lot at once—managing customer expectations, keeping the shop running smoothly, and handling unexpected challenges. One of the most important habits I’ve developed is staying calm and confident, no matter the situation. Customers often come in stressed about their vehicles, and I’ve learned that my energy sets the tone. If I stay composed and reassure them with clear, honest communication, it helps ease their concerns.
I also make a point to stay organized and proactive. I start each day with a plan but stay flexible because in this industry, surprises are inevitable. Prioritizing tasks, keeping communication open, and trusting in our expertise all help me stay effective, even when things get hectic. At the end of the day, I remind myself that every challenge is an opportunity to build trust with our customers and strengthen our business.
Q: How do you tailor your communication style to meet the needs of different types of customers—from car-savvy clients to those who might feel completely lost?
Communication is one of the most important aspects of what I do because every customer has a different level of understanding and comfort when it comes to vehicle repairs. My goal is to make sure every customer leaves feeling informed and confident in the service they’re receiving—without overcomplicating things for those who don’t want the extra details.
For customers who are just looking for a straightforward answer, I keep it simple: What’s wrong, why it matters, and how we’re going to fix it. But some customers are naturally curious or want to understand how things work, and I love explaining the details when they’re interested. Then there are those who might not ask but would benefit from a little extra knowledge, so I take the opportunity to educate them—not to overwhelm them, but to empower them for the future.
Ultimately, I want every customer to feel comfortable, whether they’re car-savvy or completely unfamiliar with repairs. I make sure to read their level of interest and adjust my communication accordingly, so they never feel lost, rushed, or like they’re being talked down to. Building that trust is key to a great customer experience.
Q: Trust seems to be a core value in your approach. Can you recall a specific moment where building trust with a customer made a lasting impact?
Just a few weeks ago, a moment really stood out to me that reflects how important trust is in what we do. A customer came in to schedule an appointment for his 1993 Dodge. He needed several things addressed, which was no problem at all. While we were talking, he shared that he had previously taken the truck to another local shop, where it sat for two months without being touched—even though he had a specific appointment date. That date came and went, and he felt completely passed over. He suspected maybe it was because his truck was older and a little rough around the edges.
But to us, none of that matters. That truck gets him where he needs to go, and our job is to make sure it’s safe and dependable for him—no matter the year, the make, or what it looks like. Especially with how expensive newer trucks are, we completely understand wanting to keep an older one running strong.
We got him in for his appointment, treated him with the respect and attention every customer deserves, and he couldn’t have been happier. After his visit, he left us the kindest review on Google. It said:
“Nicole's Auto Care Center is a husband and wife team. They are so kind, caring, and honest. They treat their customers like kings and queens, and when it's your turn, it's your turn. They won’t let you sit for two months before they work on you. They have my business for life.”
That one review meant a lot to us—and so did earning his trust. That’s how we approach every customer. You never know what someone has experienced before they walk through your door, and making them feel seen, heard, and valued makes a lasting impact.
Q: What were some of the unexpected challenges you faced when transitioning from employee to business owner, and how did you navigate them?
Honestly, with the role I had at my previous employer, I was already doing almost everything I do now—taking care of customers, service writing, ordering parts, bookkeeping, payroll, taxes—you name it. So in a lot of ways, the day-to-day responsibilities didn’t change much. The biggest difference is that now, my name is on the building, and with that comes a new level of responsibility.
One of the biggest shifts has been being part of all the major decision-making alongside my husband, James. Things like big purchases, long-term planning, and the overall direction of the business are now on our shoulders. There’s a different kind of pressure when it’s your own business, but at the same time, it’s incredibly rewarding.
Navigating the transition has been about confidence—knowing that we already had the skills and experience to do this, and trusting that the way we take care of our customers and run our shop will continue to bring success. It hasn’t always been easy, but seeing how much we’ve grown in just seven months reassures me that we made the right choice.
Q: You and your husband clearly have a strong professional partnership. What are some of the strengths each of you brings to the table, and how do you balance work and personal life?
One of the things we hear all the time is, ‘I could never work with my spouse!’ But honestly, I love working with James every day, and he loves working with me too! We really do make a great team because we’re both passionate about what we do and take a lot of pride in the way we treat people. One of our biggest strengths—something we both share—is the ability to genuinely connect with people. Whether it’s explaining a repair in a way that makes sense or just taking the time to chat, we make sure customers feel heard, respected, and comfortable. We have several older guys who stop by the shop from time to time, not even for work, but just because they enjoy visiting with James, joking around, and watching him work. That kind of connection means a lot—it turns customers into friends, and it creates an environment where people want to come back.
James is a skilled technician and also great at explaining things in a way that customers can actually understand. He helps take the mystery out of car repair, and that puts people at ease. He’s also incredibly determined—some of the issues we see are really complex, but he sticks with it until he gets to the bottom of it.
And for me, I love being that friendly, approachable face at the front desk. I’m always ready to listen, answer questions, and make sure no one ever feels talked down to or confused about what's going on with their vehicle. We both truly enjoy helping people feel taken care of.
When it comes to balancing work and personal life, it’s never felt like a challenge for us. We pour everything into our work, but that’s just who we are. We’ve always worked hard, and since we don’t have children, our business has been our focus. Of course, we make sure to take time for ourselves—we’re definitely the ‘work hard, play hard’ type. When we’re not at the shop, we love getting out, having fun, and enjoying life just as much as we enjoy running our business.
Q: In industries like auto repair, transparency can be a rare commodity. How do you actively cultivate a transparent culture within your shop?
Transparency isn’t hard when you’re honest. We believe in being upfront with our customers every step of the way. Whether it’s showing them exactly what’s wrong with their vehicle, explaining why a repair is needed, or giving them options when possible, we make sure they feel informed and never pressured. Trust is built through honesty, and that’s the foundation of everything we do at our shop.
Q: What advice would you give to someone starting their first customer-facing role, especially in a technical or male-dominated industry?
My biggest advice is: don’t be intimidated. In a technical or male-dominated industry, confidence is everything. Be kind, be knowledgeable, and be confident in what you know. Customers and colleagues will respect you when they see that you know your stuff and that you’re there to help.
Also, never stop learning. The more you educate yourself, the more confident you’ll feel, and that confidence will show in the way you communicate. And finally, remember that being approachable and honest goes a long way—people appreciate when you take the time to explain things in a way they can understand. Earn their trust, and you’ll earn their respect.
Q: Looking ahead, what’s one personal or professional goal you’re excited to chase in the next year—and how are you preparing for it?
Looking ahead, my goal is really just to keep growing—in every area of my life. I want to keep learning how to be better at what I do. More than anything, I want to continue becoming a kinder, more thoughtful person. I think that’s something we all need to work toward, especially in a world where kindness can feel a little harder to come by these days. Every day is a chance to take a small step in the right direction.
As for the shop, we’re growing so quickly—which is exciting and a little overwhelming at times. My focus is on building a strong, supportive team and continuing to serve our community with the honesty and care that brought us to where we are today.
Nicole’s story is a reminder that trust, empathy, and clear communication are powerful tools, no matter the industry. Her journey proves that when you combine heart with hard work, the road ahead looks bright.
