Mazda Ranks Highest among Mass Market Brands for Fourth Consecutive Year; Audi Ranks Highest among Luxury Brands
SYDNEY: 20 Aug. 2019 — Vehicle owners in Australia expect service advisors to focus fully on their needs from the moment they arrive at the service department, up to the time of vehicle pick-up at the end of the experience, according to the J.D. Power 2019 Australia Customer Service Index (CSI) Study,SM released today.
The study finds that among the 38% of customers who are met immediately by the service advisor when handing over their vehicle, satisfaction is 83 points higher (on a 1,000-point scale) than those who had to wait. Furthermore, among the 44% of customers who had their paperwork completed within five minutes at the end of the service, satisfaction scores are 821 vs. 769 for those customers who waited longer.
Customers also expect the service advisor to be attuned to their requests and needs. Among the 72% of customers whose advisors knew the vehicle’s service history, satisfaction is higher than when the advisor did not know the history (822 vs. 701). Similarly, 75% of customers indicate that service work was explained to them before it was carried out. Satisfaction is higher among these customers than those who did not receive an explanation (820 vs. 697).
“It is evident that after-sales customers want a quick and efficient drop-off and pick-up process,” said Bruce Chellingworth, Director and Country Manager of Australia, J.D. Power. “At the heart of it, dealers must still ensure that service advisors build trust with their customers. Throughout this challenging year for the Australian automotive industry, mass market brands have increased their customer satisfaction level for the service experience. As mass market brands improve their service levels, facilities and processes, luxury brands need to re-emphasise their difference and value proposition.”
Every mass market brand ranked in the study has a higher satisfaction score as an outcome of the 2019 study, with the mass market average lifting by 24 points to 788 in 2019.The difference in overall after-sales service satisfaction is 10 points between mass market (788) and luxury (798) brands.
Following are additional key findings of the 2019 study:
- Leave vehicle settings and controls unchanged: Among customers whose vehicle settings and controls were left unchanged during servicing (55%), satisfaction is 93 points higher than when settings and controls are changed (827 vs. 734). This highlights the positive effect that a service advisor has to ensure the vehicle is completely ready for the customer before pick-up.
- Keep the relationship going: Satisfaction is 78 points higher among customers who are informed of their next service visit than when they are not informed. Informing customers of upcoming service schedule is a win-win for both parties as customers are more satisfied and dealers have the opportunity to maintain the relationship.
- Inspiring confidence: While dealerships are delivering on getting the service / repair work done right the first time (94%), there is room for improvement in other areas like conducting multi-point inspection at the start of the service (74%). Attention to detail and efficiency go a long way in giving the customer confidence in trusting the dealership.
Mazda ranks highest among the mass market brands with an overall score of 819, followed by Toyota (799) and Honda (793).
Audi ranks highest among the luxury brands, with an overall score of 802. Mercedes-Benz (796) ranks second and BMW (790) ranks third.
The J.D. Power 2019 Australia Customer Service Index (CSI) StudySM is based on responses from 5,624 mass market owners and 540 luxury owners who purchased their vehicle between February 2014 and June 2019 and took their vehicle for service to an authorized dealership service centre between February 2018 and June 2019. The study was fielded from February to June 2019.
Now in its 10th year, the study covers owners who bought their vehicle in the past 0-60 months and serviced it at least once in the past 12 months at an authorized OEM service centre. The study measures overall service satisfaction by examining dealership performance in five factors (in order of importance): service quality (27%); service initiation (22%); vehicle pick-up (18%); service advisor (17%); and service facility (15%).
The study also includes the Net Promoter Score® (NPS), which measures customers’ likelihood to recommend their vehicle brand on a 0-10 scale.
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.
Media Relations Contacts
Shahilia Bhagat; J.D. Power; Singapore; 65-3165-0120; [email protected]
Geno Effler; J.D. Power; Costa Mesa, Calif., USA; 001-714-621-6224; [email protected]
About J.D. Power and Advertising/Promotional Rules www.jdpower.com/business/about-us/press-release-info