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Ray's Auto Service Becomes Haverhill's First Certified Female Friendly(R) Service Center

Published Jan 6th 2010, 3:45am by Jody DeVere in Press Releases Pressroom

Ray's Auto Has Joined with to Offer New Services Designed with the Women Consumer in Mind

01.05.2010 - Ray's Auto Service is pleased to announce they have completed's Certified Female Friendly(R) training and is now Haverhill, MA's first Certified Female Friendly(R) auto service center. To achieve certified status, their personnel completed online training on how to better meet the expectations of the woman consumer.

"Up until now, like many automotive businesses, we thought the obvious goal was to ensure that women were treated the same as men. Through the AskPatty program, we've learned that treating women the same as men does not necessarily yield the ideal experience for women. This may not sound profound, but with an increased awareness of what elements women seek in a positive automotive servicing experience, our service centers are better prepared to meet and exceed the expectations of our female customers" stated Mark Lapointe, Owner, Ray's Auto Service.

An Certified Female Friendly(R) Service Center creates an inviting and comfortable environment where women feel welcome. They guarantee that the experience of repairing and maintaining a vehicle will be a pleasant one. AskPatty trained and certified associates are held to a high level of customer satisfaction with women consumers.

Visit the Ray's Auto Service Certified Female Friendly(R) site at:

Along with the certification, Ray's Auto Service has enhanced its website to cater more to women, thereby reinforcing their commitment to the Program. This latest design integrates seamlessly to effectively deliver online information and services to female consumers. The new website can easily be found and accessed utilizing the Certified Female Friendly(R) web icon on the existing Ray's Auto Service website. Ray's Auto Service's Female Friendly site is an extension of the main site, with many of the same features simply presented in a more appealing and inviting format for the female audience.

"Women are not the same as men, and they do not base their consumer decisions in the same way as men. Business Week reports that women make over 80 percent of the buying decisions in U.S. households today. In effect, they have become nearly every family's chief purchasing officer," says Jody DeVere, President and CEO of "Businesses that do not change their approach to communicate more effectively with women will get left behind and leave themselves open to being over-taken by their competitors."

The new Certified Female Friendly(R) virtual interactive training design and functionality are another industry first from, the company, which initially developed the most comprehensive solution available to automobile dealers and service centers for engaging, selling, servicing, and retaining women customers. The websites are the first designed specifically for women and provide the tools and resources most requested by women.

About Ray's Auto Service
Ray's Auto Service was established in 1965 by Raymond Lapointe to provide value-driven auto repair where honesty and integrity are priorities, not just random words. Since 1992 Ray's Auto Service has been guided by Raymond Lapointe's youngest son Mark, who stands by Ray's established values. Ray's Auto is an integral part of the local community and regularly contributes time and resources to local youth groups such as Boy's and Girl's Scout troops, local baseball, soccer, and softball leagues as well as the YMCA, Buttonwoods Museum, and the Methuen Festival of trees. Ray's Auto has been recognized by ASE (Automotive Service Excellence) with their Blue Seal of Excellence for certification and continued training. They are certified by AAA as an approved auto repair facility and consistently carry an A+ rating on the BBB accredited business review site. They have also been recognized as one of the "Best Of " in Consumer Checkbook magazine and belong to several organizations that promote proper business ethics in the automotive repair field. "We believe that we have always treated women and men equally, and found the Certification to be an intelligent next step in our customer's search for the best possible repair experience available," stated Mark Lapointe. Come visit soon and experience a truly comfortable way to maintain your vehicle.

Visit Ray's Auto Service at:

About, Inc
The, Inc. website and blog is a safe place for women to get advice on car buying, maintenance and other automotive related topics. Women can shop for vehicles and services at our network of Certified Female Friendly(R) retailers across the U.S. is a member and 2009 corporate sponsor of the Women's Automotive Association International based in Detroit, MI, Board member of the, Member of the California board, on the Women's Board of the Car Care Council, a SEMA member and a member of the SEMA Business Women's Networking Group. is partnered with Tire Review Magazine,,,,,, NIADA,,, MyAutoLoan, Aware and Certified Female Friendly(R) Program:
Properly armed with the right tools and training, automotive retailers and service centers can increase their share of the largest and fastest growing demographic of new vehicle buyers in the US -- Women. The Certified Female Friendly(R) program was designed specifically for automotive retailers, tire dealers and service centers to attract, sell, retain and increase loyalty with women.

What Is An Certified Female Friendly(R) Retailer?
An Certified Female Friendly(R) retailer creates a safe and comfortable environment where women feel welcome and make the experience of purchasing and maintaining her vehicle a pleasant one. Ask Patty trained and certified retailers are held to a high level of customer satisfaction for women consumers.

Go here to learn how to become Certified Female Friendly(R):


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