Service Initiation Process Weakest Link in Customer Service Experience, J.D. Power Finds
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Toyota Ranks Highest in After-Sales Service for Third Consecutive Year
SINGAPORE: 29 Jan. 2019 — As car ownership in Vietnam continues to rise and a higher volume of customers visit the service centre, expectations of the overall service initiation process have increased, according to the J.D. Power 2018 Vietnam Customer Service Index (CSI) Study,SM released today.
As was the case in 2017, service initiation in 2018 has the lowest satisfaction score among all five factors contributing to overall service experience satisfaction. Although more customers are making service appointments in advance (90% in 2018 vs. 66% in 2017), the study finds that in 2018, less customers were ‘delighted’ with the ease of scheduling their service visit (12% vs. 16%, respectively) and a higher proportion of customers were required to wait for 3 days or more between booking the appointment and the actual service date (38% vs. 28%, respectively).
“With an increasing number of car owners booking their services via website or mobile apps, there are now higher expectations from customers for a higher standard of online service booking platform,” said Siros Satrabhaya, Regional Director, Automotive Practice at J.D. Power. “It is vital that dealers ensure a seamless customer journey from the point of initiation online to the actual service premises. Customers are increasingly sensitive to waiting time and with more service delays being experienced, dealers need to focus on dealership productivity by addressing the growing service volume and responsiveness of service advisors.”
The study finds that customers who had to wait to speak to a service advisor are less satisfied than those who were approached by their advisor immediately upon arrival at the service centre (773 vs. 838, respectively). Furthermore, while customers reported a shorter average handover time at the service center than in 2017 (22 minutes vs. 29 minutes, respectively), customers whose vehicle handover lasted only 10 minutes or less were more satisfied than those had to wait for longer than 10 minutes (846 vs. 820, respectively).
The following are additional key findings of the study:
- Satisfaction is higher when scheduling on digital platform: Although only a small proportion of customers made service appointments through digital platforms (3% on manufacturer’s applications and 6% on manufacturer’s website), these customers are more satisfied compared to those who made an appointment through offline channels, such as calling directly or sending a SMS message (858 vs. 824, respectively). However, for future service visits, 27% of customers would prefer to make appointments on the manufacturer’s website (10%) and app (17%).
- Service advisor communication about service time needs improvement: The proportion of customers who were informed when their vehicles would be ready declined in 2018 to 88% from 96% in 2017. Of these customers, only 81% mentioned that the service advisor kept them updated on the service status of their vehicle compared with 93% in 2017.
- More customers stay at the service center during the service visit: Nearly two-thirds (66%) of customers stay at the dealership during the vehicle service compared to 55% in 2017. Satisfaction for these customers is much higher compared to those who left the service center and returned later (832 vs. 804 points, respectively).
- Excellence in customer service experience enhances likelihood to promote brand: The Net Promoter Score® (NPS) measures customers’ likelihood to recommend their vehicle make on a 0-10 scale. The NPS overall score in this year’s study is 50. Promoters (customers who provide a rating of 9-10 points on the likelihood that they will recommend the vehicle brand) reported a CSI score of 868 points, compared with 667 points reported by detractors (those who provide a rating of 0-6 points on their likelihood to recommend the brand).
Among the eight brands ranked in the study, Toyota ranks highest for the third consecutive year, with a CSI score of 837 points. Toyota performs particularly well on service facility and service quality.
The 2018 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 1,295 new-vehicle owners who took their vehicle for service to an authorized dealer or service centre between June 2017 and December 2018. The study was fielded online between June and December 2018.
Now in its 10th 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 pickup (20%); service advisor (18%); and service facility (17%).
The 2018 study for the first time includes the Net Promoter Score® (NPS), which measures customers’ likelihood to recommend both their vehicle make and model on a 0-10 scale.
About J.D. Power in the Asia Pacific Region
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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