FOR COLLISION CENTERS
Your Customer Chose You. The Insurance Company Is Trying to Change Their Mind.
Steering is illegal in most states, but it happens every day — sometimes subtly, sometimes not. The adjuster suggests their "preferred shop." The claims rep says repairs won't be guaranteed unless the customer goes to their network. Your customer, already stressed, doesn't know their rights. And you lose the job.
THE PROBLEM
Steering Takes Three Forms — Most Shops Only Recognize One
Direct Steering
The adjuster tells your customer, "We can't guarantee repairs at that shop" or "Our preferred shops can get it done faster." This is the most obvious form — and the most reported. But it's also the easiest for carriers to deny because it's usually verbal, not written.
Indirect Steering
The carrier makes the process harder at your shop — longer supplement approvals, more photo requirements, slower inspections. Your customer sees the delays, gets frustrated, and moves the car. The carrier never said a word against you. They didn't have to.
Digital Steering
Online claim portals default to "find a shop in our network" with a pre-populated list. Your customer has to actively reject the suggestion and enter your shop's information. Most don't. This is the fastest-growing form of steering, and it's largely invisible to shops.
YOUR RIGHTS
What You Can Do About It — Today
Steering is a violation of consumer protection laws in most states. But knowing that and doing something about it are different things. Here's what works.
Document Everything
When a customer reports steering, document it immediately — who said what, when, and how the customer heard it. Written statements from customers are powerful evidence for DOI complaints.
Educate Your Customers
The single most effective anti-steering tool is a well-informed customer. When your customer knows they have the legal right to choose their shop, the adjuster's suggestion loses its power. CCA provides customer education materials you can hand out at intake.
File DOI Complaints
State Departments of Insurance take steering complaints seriously — especially when they come with documentation. A pattern of complaints against a carrier creates regulatory pressure that no individual negotiation can match.
Build Direct Customer Relationships
The best long-term defense against steering is a customer who chose you before the accident happened. Shops that build community presence, referral relationships, and branded partner pages don't depend on carrier referrals to fill their bays.
COMMON QUESTIONS
Frequently Asked Questions
No. Every state guarantees the vehicle owner's right to choose their own repair facility. However, carriers can — and do — suggest their preferred shops. The line between a suggestion and steering is crossed when the carrier implies that choosing your shop will result in warranty issues, delays, or out-of-pocket costs that don't actually exist.
"You have the legal right to choose any licensed repair facility. The insurance company is required to work with your choice." That's it. Clear, factual, and non-confrontational. We provide printed customer rights cards you can hand out at intake.
Yes — especially when multiple complaints create a pattern. Individual complaints may not result in immediate action, but state DOIs track complaint volume by carrier. When the pattern is clear, it triggers investigations, consent orders, and fines. Your complaint becomes part of a bigger picture.
Three ways: (1) We provide customer education materials and rights documentation for your intake process. (2) We handle DV and total loss claims for your customers — giving them a reason to stay with you beyond just the repair. (3) Your CCA partner page gives customers a direct path to your shop, bypassing carrier portals entirely. Learn about the CCA Network.