SINGAPORE: 27 June 2019 — Overall customer satisfaction with automotive service has increased across the board in 2019 for both mass market and luxury brands, according to the J.D. Power 2019 Taiwan Customer Service Index (CSI) StudySM, released today. The overall satisfaction score is 824 (on a 1,000-point scale) for mass market and 823 for the luxury segment, an increase of 25 points for both segments from 2018.
The rise in satisfaction can be attributed to improvements throughout the customer service journey— from pre-scheduling the appointment, enhanced service facilities and even to vehicle pick-up. Notably, dealers have placed greater focus on improving service facilities and technology. For example, more dealers in the mass market segment (82% in 2019 vs. 71% in 2018) are offering workspaces for customers to plug in their laptops. A similar uplift is also observed in the luxury segment (88% in 2019 vs. 78% in 2018). Service advisors are also increasing the usage of tablets in customer interactions (mass market increasing to 69% from 66% in 2018; luxury to 84% from 79% in 2018).
“It is a credit to the industry to see customer satisfaction levels improve, especially with plateauing sales and the tug-of-war between domestic and imported models,” said Anthony Tay, Territory Manager, Taiwan at J.D. Power. “However, with ever-increasing customer expectations—even with the encouraging rise in satisfaction— it is important that dealers place an emphasis on ensuring service advisors are highly trained as trusted go-to advisors and experts.”
The study also finds that 38% of mass market customers and 33% of luxury customers do not take up the additional work recommended by their service advisor. This highlights the importance for service advisors to be more empathetic to customers’ needs and only recommend services that are relevant.
Following are additional key findings of the 2019 study:
- Enabling the digital shift: While 57% of mass market customers call in to schedule appointments, only 48% choose it as a preferred method. For apps, however, 24% of mass market customers say they used the platform to schedule appointments, with a preference of 32%.
- Setting cost expectations upfront: In the mass market segment, there is a gap in satisfaction of 35 points between those who were provided a detailed estimate before work started vs. those who were not.
- Attention to detail: In the mass market segment, there is a 42-point gap between customers who had their vehicle returned with the same settings and controls vs. those whose were changed. Furthermore, customer satisfaction among those who had their vehicle washed (or washed and vacuumed) is 827, while those whose vehicles were not cleaned at all is 792.
- Younger customers are harder to please: Gen Y customers, who comprise 57% of the mass market segment, have relatively lower satisfaction (820) than Gen X customers (827) and Boomers (839).
Luxgen ranks highest among the mass market brands, with an overall score of 841. Nissan ranks second with a score of 840 and Toyota ranks third with a score of 829.
Lexus ranks highest among the luxury brands, with an overall score of 843. BMW ranks second with a score of 823 and Mercedes-Benz ranks third with a score of 814.
The J.D. Power 2019 Taiwan Customer Service Index (CSI) StudySM is a comprehensive analysis of new-vehicle service experience. The study is based on responses from 3,115 mass market new vehicle owners and 1,056 luxury new vehicle owners who received delivery of their new vehicle between February 2016 and April 2018 and took their vehicle for service to an authorized dealer or service centre between February 2018 and April 2019. The study was fielded from February - April 2019.
Now in its 22nd 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 authorized OEM service centre. The study measures overall service satisfaction by examining dealership performance in five factors. In order of importance, they are service quality (30%); vehicle pick-up (19%); service initiation (18%); service advisor (17%); and service facility (15%).
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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