Dave Ellingen holds dual responsibilities for leading Mitchell 1 as well as Snap-on Diagnostics. Mitchell 1 produces software solutions and repair information for the automotive and heavy truck markets. Currently, Mitchell 1 has a customer base of more than 175,000 subscriptions located in customers’ shops throughout the U.S. and Canada. As president of Snap-on Diagnostics, a global organization, Ellingen has overall responsibility for the design and development, assembly, marketing and distribution for a range of diagnostic platforms and software applications. Ellingen joined Snap-on in 1980 and has held various positions of increasing responsibility in product management and engineering prior to taking on his current role. He holds an undergraduate degree in marketing and finance and received his M.B.A. from Purdue University’s Krannert Graduate School of Management.
In this Executive Interview, Ellingen talks about a number of interesting topics, including new products, technicians becoming more tech-savvy and the use of social media in the repair shop. 
Mitchell 1 introduced the new ProDemand during Industry Week and described it as “revolutionary” in the announcement about it. Why do you feel this product is a game-changer for repair shops?
ProDemand changes the game for technicians because, in just seconds, it provides them with the procedures, illustrations and specifications they need to complete jobs quickly and accurately. ProDemand was designed with the help of many technicians and shop owners who provided input throughout the development process. Whether they were using an aftermarket repair information system or one from a vehicle manufacturer, the most common complaint we heard was that they could not find information fast enough. With the ever-expanding volumes of data to sift through, this problem has been getting worse instead of better. ProDemand is revolutionary because it really addresses this issue by helping technicians find content faster, easier and smarter. Shop owners will also benefit from the improved productivity of their technicians.
Mitchell 1 also recently announced the launch of the new SocialCRM product, which incorporates a proactive use of social media in the customer service process. Tell us more about it and what the response has been so far in the marketplace.
Shop owners are looking for ways beyond the typical postcards and e-mails to help retain their existing customers and attract new ones. They are also seeing the rapid adoption of social media by their motorist customers. Our SocialCRM product helps them on both fronts. So far, the response to our newest communication tool, including consumer reviews and social media management, has been very positive. Let’s face it, the ever-evolving landscape of digital marketing can be overwhelming, and our shop customers tell us they appreciate having a partner to help them find their way.
What other new opportunities and challenges do you see shops facing today? How does Mitchell 1 help shop owners address these issues?
While not new, the amount of data required to diagnose and repair cars is increasing every year and poses both an opportunity and a challenge to repair facilities. Mitchell 1 helps address this issue by optimizing search capabilities, delivering repair data in a more granular format and providing multiple access points to the same data to increase technicians’ productivity. After all, in the vehicle repair business, time is money.
Technology plays a critical role in the vehicle repair process today with new, creative resources being introduced every day to help shops and techs work more efficiently. How do you feel the average tech is doing when it comes to keeping up with the fast pace of technology in the shops today?
Today’s technicians are getting more and more technology savvy – they simply don’t have a choice given the complex diagnostic challenges they face every day. For example, diagnosing control systems requires a deep understanding of electronics, how the control systems work and how they interface with systems outside the vehicle, such as in J2534 reprograming. The technicians we work with are facing rapidly changing technology head-on and are doing a very commendable job, especially when you consider the variety of cars they work on.
What role do you see mobile applications and smartphones playing in the repair shop today and in the next three to five years?
Mobile platforms will continue to play a larger role in all of our lives and the same is true of shops, perhaps even more so. Looking ahead, mobile applications will be used to view repair data as well as communicate with shop suppliers, other technicians and the shops’ customers.
What’s next on the horizon at Mitchell 1?
At Mitchell 1, we have two major areas of focus. First, we are committed to helping our customers improve productivity and efficiency. Therefore, we will be adding functionality beyond what you’ll see in the initial release of ProDemand, so that technicians find the answers they need even more quickly and easily. Second, we are focused on helping shops grow their bottom lines. Every shop is in business to make a profit, and we’re committed to adding new features and services that will help our customers maximize their profits. We have many exciting developments on the horizon, so stay tuned.
