The inaugural study measures UK customer satisfaction with their service experience at a franchised dealer facility for maintenance and repair work. The study explores customer satisfaction with their service dealer by examining five measures (listed in order of importance): service quality (26%); service initiation (23%); service advisor (19%); vehicle pick-up (17%); and service facility (16%). Satisfaction is calculated on a 1,000-point scale.
The CSI Study is a comprehensive analysis of the vehicle service experience and is conducted by J.D. Power in 16 countries worldwide, providing detailed after-sales solutions for automakers and dealerships. The 2015 UK Customer Service Index Study is based on 9,091 respondents who purchased their new vehicle between April 2012 and March 2014. The study was fielded between March and May 2015.
Dr Axel Sprenger, senior director of European automotive operations at J.D Power, comments: “The common perception is that the luxury brands are able to deliver a more satisfying customer experience, but the study shows this is not the case,” “Any brand and any dealership can provide a consistently positive customer experience if they make it a priority and have the people and processes in place. When they do, they likely will see an increase in revenue and will be able to build customer loyalty.”
The 2015 UK CSI Study finds that satisfaction with dealer service leads to customer loyalty and advocacy.
Key findings across all brands in the study include:
- Satisfaction among the 93 percent of customers who are able to get an appointment on the day they desire averages 768, compared with 576 when an appointment is not available on their desired day.
- While 25 percent of customers would prefer to schedule a service appointment over the Internet, only 15 percent actually do. The Internet as a method to schedule an appointment is expected to increase with the emergence of mobile apps, which make the process faster and easier.
- The No. 1 reason for choosing a dealer for service is prior experience with the service department (35%), followed by location (34%) and prior experience with the sales department (32%). Fewer than 3 percent of customers indicate selecting their service facility due to advertising or promotions/coupons.
- Though only 31 percent of dealers recommend additional service work to their customers, when they do, 62 percent of customers have the recommended work done. Satisfaction is substantially higher among the 78 percent of customers who are recommended service and have it done, compared with those who do not have the recommended work done (760 vs. 693, respectively).
- Amenities offered at the dealership are key drivers of satisfaction with the service facility, as 24 percent of customers stay at the dealership while service is performed on their vehicle.