Technology Is Key Element to Customers’ Satisfaction with Dealer Service Experience, J.D. Power Reports
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Hyundai-CAOA Ranks Highest in Customer Satisfaction with Vehicle Service
SÃO PAULO: 26 July 2017 — Satisfaction among customers is acutely better when they schedule their automotive service using preferred digital channels rather than using a telephone, according to the J.D. Power 2017 Brazil Customer Service Index (CSI) Study,SM released today.
Even though 79% of service customers call for an appointment and only 10% schedule an appointment on the internet, satisfaction is highest among those who use the internet (829 on a 1,000-point scale) vs. those who call to schedule service (790).
“Clearly, dealers need to realize that today’s car owners are tech-savvy, and WhatsApp, Facebook Messenger, text messaging or email may be preferable for the people coming in for service,” said Fabio Braga, director of operations, J.D. Power do Brasil. “Providing a communication channel through the internet is definitely something dealers and service advisors should consider to maintain brand loyalists.”
Following are key findings of the 2017 study:
- Customers want changes in service initiation. A greater number of customers across all age groups want to schedule their next appointment over the internet or via an app. Among customers 53-71 years old, 5% currently schedule an appointment digitally and 23% want to do so in the future. Among customers 41-52 years old, it’s 8% and 37%, respectively, and among those 23-40 years old, it’s 12% and 40%, respectively.
- Phone calls are nice, but digital communication is nicer. While telephone calls are the most frequent method of keeping vehicle owners informed about service work, digital technologies—like messaging apps, email and text messages—deliver the highest levels of satisfaction.
- Keeping up with the progress of service work. Overall satisfaction is highest (856) among service customers who indicate they want email updates about their service progress. Satisfaction dips to 813 among those who say they received a call, and 747 among those who had to call the service facility for an update.
- Recommended work scores big. When service advisors recommend services in addition to the original work requested—and the customer accepts that work—CSI scores and total service spend tend to increase substantially. In fact, when vehicle owners accept the recommended work, the average service spend by the customer increases to a total of R$852, which is R$247 more than customers who are not offered any additional work.
Hyundai-CAOA ranks highest in overall service satisfaction, with a score of 830, a 27-point increase from 2016. Mitsubishi ties with Toyota at second (817), followed by Honda (812) and Hyundai-HMB (806).
The 2017 Brazil Customer Service Index (CSI) Study is a comprehensive analysis of the vehicle service experience, which is now in its third year in Brazil. The study explores customer satisfaction with their service dealer by examining five measures (listed in order of importance): service initiation (25%); service quality (23%); service advisor (19%); service facility (18%); and vehicle pick-up (15%). Satisfaction is calculated on a 1,000-point scale.
The study is based on the evaluations of 4,585 new-vehicle owner whose vehicles were originally registered new between February 2014 and February 2016. The study was fielded from February through May 2017.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power is headquartered in Costa Mesa, Calif., and has offices serving North/South America, Asia Pacific and Europe. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer.
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