SINGAPORE: 25 July 2019 — Customer satisfaction with after-sales service has climbed to a record high of 814 points (on a 1,000-point scale), according to the J.D. Power 2019 Indonesia Customer Service Index (Mass Market) Study,SM released today. However, with only a 23-index points difference between the top-ranking and the lowest performing brand, it is clear dealers must do more to provide a distinct and differentiated customer experience.
“Brands have to be congratulated on delivering a consistently high level of customer service,” said Srabani Bandyopadhyay, Country Manager for Indonesia, J.D. Power. “However, with a marginal gap between ranked brands, it could be seen that service centres are providing a homogenous, rather than distinct, experience. The challenge for the industry is to grasp the opportunity to really excel and delight customers by differentiating the services and products they offer. This, in turn, increases business and encourages further recommendations.”
Results from the study show that 71% of delighted customers, who rate their after-sales experience 881-index points or above, revisit their dealership for paid service work, compared with only 32% of customers who rate their experience in the lowest quartile of satisfaction (756 index points or below). Moreover, 74% of delighted customers will recommend their dealer to friends and family, compared with only 28% in the lower satisfaction group.
Following are key findings of the 2019 study:
- Promoting online booking and apps: While only 6% of customers used their manufacturer’s website or app to book their appointments, their overall satisfaction is notably higher (853) compared with 43% who called for an appointment (817) or 34% who showed up at the dealer without an appointment (793).
- Increase in wait, decrease in satisfaction: Customers are least satisfied when it comes to vehicle handover upon arrival and at pickup at the end of service. Waiting times are another pain-point for after-sales customers, with 23% of customers waiting more than 30 minutes to hand over their vehicle (up from 21% in 2018), and 43% indicating a vehicle pick-up time of more than 15 minutes (unchanged from last year).
- Clear and transparent service costs: More than one-fourth (26%) of customers felt the service costs during their last service was higher than expected. Among those, satisfaction is 784, 30 points lower than the study average of 814. More than 13% of customers were not provided with a detailed estimate of the work at the start of the visit, an explanation of the work performed, and/or the charges provided.
- Providing a personal touch: Customers are more satisfied when the dealer’s personnel escorts them to their vehicle (818) or the vehicle is retrieved for them (813). Simply pointing out the location, not escorting or meeting the customer directly at their newly serviced vehicle lowers satisfaction (798).
Mitsubishi ranks highest, with an overall score of 819. Mitsubishi performs particularly well in two of the five factors: service initiation and service advisor. Toyota ranks second with a score of 818 and Honda ranks third with a score of 815.
The J.D. Power 2019 Indonesia Customer Service Index (Mass Market) StudySM is based on responses from 2,786 vehicle owners, who received delivery of their new vehicle between February 2016 and June 2018 and took their vehicle for service to an authorized dealer or service centre between February 2018 and June 2019. The study was fielded from February through June 2019.
Now in its 19th year, the study covers owners who bought their vehicle in the past 12-36 months and serviced it at least once in the past 12 months at an authorised service centre. The study measures overall service satisfaction among owners who took their vehicle to an authorised service centre by examining dealership performance in five factors (in order of importance): service quality (24%); service initiation (20%); vehicle pick-up (19%); service advisor (19%); and service facility (18%).
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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