Ford Ranks Highest in After-Sales Service for First Time
SINGAPORE: 26 Sept. 2019 — An increasing percentage of customers are not having their needs met by dealerships that are failing to meet the promised service time and expected service fees, according to the J.D. Power 2019 Vietnam Customer Service Index (CSI) Study,SM released today.
The study finds that 9% of customers, up from 6% in 2018, indicate their total service time was more than what was initially promised. Customer satisfaction for such customers is 719 (on a 1,000-point scale), a decline of 9 points from 2018. Furthermore, the average service time increased to three hours from nearly 2.5 hours in 2018. Customer satisfaction for those whose service time is one hour or less is 41 points higher than those whose service took more than one hour.
“In order to provide a more accurate service time to the customer, a coordinated effort is required from each player,” said Siros Satrabhaya, Regional Director for Thailand and Vietnam at J.D. Power. “It is important for service advisors to have visibility of the workshop schedule in advance while workshop controllers, technicians and washing staff need to ensure their jobs are completed within the allocated time. As car wash and vacuum services become mandatory, this needs to be factored into the service time estimation given by the service advisor to deliver a positive customer experience.”
A higher percentage of customers (15% in 2019 vs. 10% in 2018) indicate that service fees are much higher than expected. Customer satisfaction for those whose service fees are much higher than expected is 799, which is 21 points below the overall average satisfaction score.
Following are additional key findings of the 2019 study:
- Shorter paperwork time preferred: Satisfaction is 23 points higher than the average among customers whose paperwork process finished within five minutes. Paperwork process during vehicle pickup takes 18 minutes on average.
- Variety of payment methods: Only 27% of all transactions are made via non-cash methods such as credit cards or mobile wallets. However, an increasing percentage of customers are showing a preference for these methods. Those who prefer to pay with a credit card is 51%, up from 42% in 2018; those who prefer a mobile application is 19%, up from 11% in 2018; and those who use membership points is 16%, up from 10% in 2018.
- Text updates help drive satisfaction: For the 21% of customers who receive service status updates through text message/ manufacturer's app, satisfaction is 29 points higher than the average. Similarly, for the 22% of customers who receive updates through email, satisfaction is 15 points higher than the average
Ford ranks highest with a score of 832, performing well in two of the five factors: service initiation and vehicle pick-up. Mazda (824) ranks second and performs particularly well in service quality. Mitsubishi and Toyota (823 each) rank third in a tie.
The J.D. Power 2019 Vietnam Customer Service Index (CSI) Study measures overall satisfaction among vehicle owners who visited an authorized dealer/ service centre for maintenance or repair work during the first 12 to 60 months of ownership. This study is based on responses from 1,513 new-vehicle owners who took their vehicle for service to an authorized dealer or service centre between March 2018 and July 2019. The study was fielded online between March and July 2019.
Now in its 11th year, the study measures new-vehicle owner satisfaction with the after-sales service experience by examining dealership performance in five factors (in order of importance): service quality (24%); service initiation (21%); vehicle pick-up (20%); service advisor (18%); and service facility (17%).
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.
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