One of the main questions potential car buyers ask is how the service of a brand is. A significant level of importance is placed on service levels, promptness, customer handling and overall satisfaction of the customer. To this effect, J.D Power 2022 Customer Service Index (CSI) Study was launched in collaboration with NielsenIQ.
The CSI study awards up to 1000 points based on specific parameters. These include communication from service advisors, multi-point checkups, confirmation of service requests and explanation of work before and after service. Additional weightage of points is also given for communicating timely updates to customers.
Further, according to Sandeep Pande, lead of the automotive practice India at NielsenIQ, interaction from service advisors should be clear, proactive and timely. This ensures a clear commitment towards customer engagement.
The 2022 Study includes responses from 5,586 new-vehicle owners who purchased their vehicle from July 2019 through September 2021. Between July-September 2022, NielsenIQ undertook face-to-face surveys across 25 cities in India. They asked 125 questions pertaining to the customer experience of the most recent service done at a carmaker’s authorized workshop. After getting all the responses, the brands were ranked according to their aggregate score.
Dealerships that are good in terms of quality of service and interaction can expect a higher retention level in customers. They also get higher recommendations from their clients.
That said, all things aside, quality of work remains most important for customer satisfaction. Over 80% of customers said that the key elements of service play an essential role. These include quality of work done, such as completion of all requested work, job done right the first time, and the cleanliness of the vehicle. Satisfaction dropped by 22 points when any one of these was missed.
Younger-generation clients are hard to please. These include the Millennials and Gen Z customers. This group was the least satisfied amongst all. In comparison, car owners above the age of 35 are more forgiving and place higher importance on the quality of service rather than the interaction or quality of service.
According to the study, MG India ranks the highest, with a score of 860. The second place is jointly held by Honda, Toyota and Hyundai each with 852 points.
Also Read – MG Motor India sold 5,008 cars in October 2022.