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2015 U.S. Customer Service Index (CSI) Study Results

2015 U.S. Customer Service Index (CSI) Study Results

By Jeff Youngs,

The percentage of dealer service visits related to automotive recalls is rising, but customer satisfaction with those visits is improving, according to the J.D. Power 2015 U.S. Customer Service Index (CSI) Study.SM The study measures customer satisfaction with service at a franchised dealer facility for maintenance or repair work among owners and lessees of 1- to 5-year-old vehicles. The study finds that overall satisfaction among customers who take their vehicle to a dealer for recall-related work improves to 789 on a 1,000-point scale, up from 777 in 2014.

Luxury Brands Outperform Mass Market; Customers Like Express
Overall customer satisfaction with dealer service in 2015 is 852 among luxury brands and 792 among mass-market brands. Additionally, dealerships that offer some type of express lane for customers who don't schedule service appointments substantially outperform those that don't offer this option (819 vs. 764, respectively). Among customers servicing at a dealership with an express lane, 52% indicate speaking to a service advisor immediately, compared with 38% of those servicing at a non-express lane dealer.

Although many dealerships offer online appointment scheduling, the study finds that only 9% of customers book appointments via the Internet, compared with 73% who phone for an appointment. The study also shows that 45% of customers say they're unaware that Internet scheduling is available.

A key finding of the study is that satisfaction is substantially higher among customers who work with the same service advisor they worked with in the past than among those who work with a new advisor--824 vs. 769, respectively. Nearly two-thirds (63%) of customers indicate having worked with the same service advisor in the past.

While 29% of customers say that the service advisor recommended additional work, the success rate of those recommendations--or the proportion of customers who agree to have the work performed--is 47%. The average dollar total service spend for customers who have the additional recommended work done at the dealership is $277, compared with $171 for those who do not have the additional recommended work done.

Jaguar Ranks Highest among Luxury Brands; Buick Ranks Highest among Mass-Market Brands for a Second Consecutive Year
Among luxury brands, Jaguar ranks highest in satisfaction with dealer service with a score of 877. Following Jaguar in the luxury ranking are Lexus (870), Audi (865), Lincoln (861), and Cadillac (858). With a score of 836, Buick ranks highest among mass-market brands for a second consecutive year. Rounding out the top five mass-market brands are Mini (834), Volkswagen (818), GMC (811), and Chevrolet (807).

The increase in customer satisfaction with recall-related dealership visits, combined with a slight decline in satisfaction with dealership visits in general, reduced the satisfaction gap between recall visits and non-recall visits. This most recent study shows an 11-point gap in satisfaction between customers with a recall visit and those with a non-recall visit, compared with a gap of 27 points in 2014 and 21 points in 2013. Furthermore, satisfaction is 8 points higher among customers with a recall visit than among those with a repair visit (781).

"Even though recalls can create a large influx of customers into the service department and really strain capacity, automakers are better prepared to handle recalls than they were a few years ago," said Chris Sutton, vice president, U.S. automotive retail practice at J.D. Power. "Manufacturers have shown that it is possible to turn a potential negative into a positive when it comes to recalls if they're done in a way that doesn't inconvenience the customer."

Consumer Tips
Based on the study, J.D. Power offers the following consumer tips:
  • Save time by booking a dealership appointment via the dealer's website.
  • Take advantage of any express service options your dealer might offer, if and when they're appropriate to your situation.
  • Stay aware of recalls issued by various automakers--not just to see whether your vehicle is affected, but to be generally informed, especially if you're in the market for a used vehicle.

About the Study
The 2015 U.S. CSI Study is based on responses from more than 70,000 owners and lessees of 2010 to 2014 model-year vehicles. The study was fielded between November and December 2014.

Additional Research:

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  Most Reliable 2017 Luxury Crossovers and SUVs Under $60,000
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  Most Reliable 2017 Crossovers and SUVs
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  Most Reliable 2017 Trucks
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  Most Reliable 2017 Coupes and Convertibles Under $50,000
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  Most Reliable 2017 Cars: Luxury Sedans
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  Most Reliable 2017 Cars: Sedans
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  2018 BMW i3 Preview
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  2017 Seat Quality and Satisfaction Study: Magna Leads in Seat Satisfaction
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  August U.S. New Auto Sales Continue to Slide
Despite fat discounts to clear out last year’s models and an extra selling day, August new-vehicle sales are set to fall 2.9% (selling-day adjusted) from year-ago totals.
     
  Cadillac Celebrates Anniversary with 2018 CTS-V Glacier Metallic Edition
Cadillac will honor its 115-year birthday (Aug. 22, 1902) with a limited run of 2018 Cadillac CTS-V Glacier Metallic Edition super sedans.
     
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