Audi, Toyota Achieve Highest Levels of Service Satisfaction in Respective Segments, J.D. Power Finds
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Instant Message Apps Become Preferred Contact Method
SÃO PAULO: 11 June 2019 — Dealer service that offers fast and efficient problem resolution is the key to customer satisfaction. The J.D. Power 2019 Brazil Customer Service Index (CSI) StudySM, reveals that, when service customers are contacted after their service is completed, 44% indicate they had a problem with the vehicle service, and 92% of those had the issue resolved by the dealer. For those customers, overall satisfaction is 846 (on a 1,000-point scale). When the problem was not resolved—which happened with 8% of customers—satisfaction drops precipitously to 622.
“If the service problem is not resolved, there is a steep drop in satisfaction rates. This fact proves the need to establish contact with clients to resolve problems. And that has happened in 72% of the cases,” said Fabio Braga, Director of Operations for J.D. Power Brazil. "It is important to emphasize that dealerships that are not aware of this process are missing out on the opportunity to resolve the situation and improve customer experience.
The study covers post-sales experiences among customers of luxury and volume brands. Overall satisfaction was higher among luxury brands (844) than volume brands (817).
Following are key findings from the 2019 study:
- The main indicators of vehicle service satisfaction: Delivering the vehicle on the promised date has the greatest effect on satisfaction. Another significant influencer of satisfaction is when the service visit is covered under warranty, maintenance package, or no charges—a process that occurs only in 37% of the cases. Service advisor performance also is influential when it is completely focused on customer needs, which happens in 86% of the cases.
- When costs are higher, processes lead to higher satisfaction: More than half (52%) of customers who spend more than BRL 500 and receive an explanation of the work done on their vehicle, rate their dealership service experience as 9 or 10 (on a 10-point scale). When they do not receive an explanation of work, only 20% rate the dealership service experience as a 9 or 10.
- Customers prefer contact through messaging apps: More than one-third (34%) of customers were contacted by the dealer by phone call, and 36% said they would prefer to be updated with information about the service using this method. More than half (54%) said they would prefer contact via text messaging or a messaging app like WhatsApp. One of the points worth highlighting is that only 17% were contacted via these devices. CSI Brazil compares the last five years and shows that, while preference for telephone contact has dropped to 36% in 2019 from 46% in 2015, the preference for text messaging/messaging app communication has jumped to 54% in 2019 from 26% in 2015.
Toyota ranks highest in satisfaction among volume brands with a score of 845. Honda (835) ranks second, followed by Hyundai-HMB (833).
Among luxury brands, Audi ranks highest with 864 points. BMW (843) ranks second and Mercedes-Benz (840) ranks third.
The J.D. Power 2019 Brazil CSI Study, now in its fifth year, promotes an analysis of customer satisfaction with their vehicle service experience at dealerships through 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%).
The study is based on evaluations of 4,920 new vehicle owners in Brazil who purchased a new vehicle between November 2015 and November 2017, and who have performed some service at an authorized dealership within the last 12 months. The study was fielded from November 2018 through April 2019.
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 has offices serving North America, South America, Asia Pacific and Europe.
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