Fulfillment of Pre-Service Process Drives Satisfaction and Builds Trust in Advisor Recommendations, J.D. Power Finds
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Mitsubishi Ranks Highest in Customer Satisfaction with After-Sales Service
SINGAPORE: 29 Aug. 2018 — Offering an all-encompassing and thorough service experience before the customer’s vehicle enters the workshop results in higher satisfaction and customers being more open to undertaking additional work as recommended by their service advisor, according to the J.D. Power 2018 Indonesia Customer Service Index (Mass Market) Study,SM released today.
There are eight recognized pre-service elements expected from service advisors, including being aware of the customer’s service history; focusing on the customer’s needs; performing a thorough vehicle inspection to understand the work required; explaining the work to be performed; and informing the customer when the vehicle will be ready. The study shows that customers who experienced all eight elements have higher satisfaction with the service process than those who did not (810 vs. 791, respectively, on a 1,000-point scale). Similarly, 57% of customers who experienced all elements say they intend to return to that dealer for their next paid service, compared with 44% of those who did not experience all elements. When all process elements are executed, 55% of customers agree to additional work to be carried out as recommended by the advisor.
“It is important to build a certain level of engagement with the customer before the vehicle work begins,” said Srabani Bandyopadhyay, Country Manager for Indonesia, J.D. Power.“When advisors complete the eight pre-service processes, customers will likely not only feel more comfortable with their advisor and place more trust in their advisor’s recommendations, but they will likely also feel more at ease at the dealership. This ensures an overall stronger customer service experience and improves customer engagement.”
Facilities are becoming more customer-centric and providing a more convenient and relaxing environment, as customers wait with such amenities as complimentary snacks, free Wi-Fi, free meal and access to a computer with internet service. Although fewer customers in 2018 opted to wait at the dealership while their vehicle was being serviced than in 2017 (68% vs. 78%, respectively), those who stayed behind in 2018 were more satisfied than those who did not (805 vs. 782, respectively).
Following are additional key findings of the study:
Scheduling appointments on digital channels very low: Only 7% of customers scheduled their service appointment on the website or via an app on their smartphone.
Increase in customers coming in for general repair: The proportion of customers coming into service facilities with both periodic maintenance and general repairs has increased over the past three years (26% in 2018 vs. 15% in 2016).
Increase in spare parts replacement: Spare parts replacement during vehicle servicing has also increased from last year (35% vs. 26%, respectively).
Decline in the turnaround time for service: The proportion of customers whose vehicles were delivered post-service on the same day has decreased from 2017 (87% vs. 95%, respectively).
Mitsubishi ranks highest in overall service satisfaction among mass market brands, with a score of 817. Mitsubishi performs highest in all five study factors. Toyota and Honda follow with scores of 801 and 798, respectively.
The 2018 Indonesia Customer Service Index (Mass Market) Study is based on responses from 2,827 vehicle owners who received delivery of their new vehicle between March 2015 and July 2017 and took their vehicle for service to an authorized dealer or service center between March 2017 and July 2018. The study was fielded from March through July 2018.
Now in its 18th year, the study was redesigned in 2018 to cover 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 center. The study measures overall service satisfaction among owners who took their vehicle to an authorized service center 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%).
The study now also includes the Net Promoter Score® (NPS), which measures customers’ likelihood to recommend their vehicle brand on a 0-10 scale.
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About J.D. Power in the Asia Pacific Region
J.D. Power has offices in Singapore, Bangkok, Beijing, Shanghai and Tokyo that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries in the Asia Pacific region. Together, the five offices bring the language of customer satisfaction to consumers and businesses in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, Taiwan, Thailand, the U.A.E. and Vietnam. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer. Information regarding J.D. Power and its products can be accessed through the internet at asean-oceania.jdpower.com.
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