INDUSTRY NEWS. Customers rate dealer service more highly
Customers rate dealer service more highly
INDUSTRY NEWS/ The Ipsos Competitive Customer Experience results show motor dealerships are making an effort
Both brands collected gold awards for the passenger car and light commercial vehicle (LCV) purchasing experience for the fifth consecutive year. Audi also collected gold for the fifth year for passenger car servicing, while
Four other brands besides
The 2016 study involved interviewing more than 22,000 customers, whose details are supplied by the car companies.
& Interestingly, but not surprisingly, the same companies which have performed well historically continue to shine when we make these changes to the methodology employed,& says Busschau. & It always amazes me how the retail industry manages to lift the bar higher each year we conduct these surveys.&
In terms of the purchasing experience, the average rating came off a higher base of just over 91% in 2007 but has still risen by 3.4% to 95.1% for cars and by 3.5% to 94.2% for LCVs.
Car buyers report a slightly better purchasing experience than LCV buyers, with an index score of 95.1%. In servicing the scores are very similar at 88.8% for car buyers and 88.9% for LCV customers.
The latest survey shows an ongoing average improvement in the South African customer’s purchasing experience of both passenger cars and light commercial vehicles since 2015, while the quality of the servicing experience has remained static in the case of cars, but dropped by 1% for servicing of LCVs.
The positive changes in the purchasing experience of a car are headed by & contact after delivery& where there has been a 2.1% improvement. Other positive changes include & appreciated as a customer& quot;ownership of queries and problems& quot;making you feel important& and & exciting handover&
As mentioned, the index score for the servicing of cars remained at 88.8% between 2015 and 2016, while in LCV servicing the customer experience dropped slightly from 89.9% to 88.8%.
The main area of improvement in the realm of car servicing has been a willingness by dealers to provide transport to take customers to their next destination, with an improvement of 1.1%.
Customers also feel they are being appreciated more by dealers (up 0.8%) and, in turn, the customers are showing increased trust in the dealership that it will take good care of the vehicle being serviced.
Offering transport to LCV customers is top of the list in terms of improved attributes between 2015 and 2016, rising by 2.1% to 88.7%. Unfortunately for LCV customers there has been a negative trend in all the other aspects of servicing surveyed, with the lowest being an apparent unwillingness of the dealership personnel to take ownership of queries or problems. This rating fell 2%.
LCV customers were also less likely to recommend their dealership to friends and family for servicing a vehicle.
These negative aspects mean some of the dealers have work to do to lift the customer experience for LCV servicing. Possibly the high volume and growth over time of sales in this segment is a contributing factor.
& We do see small fluctuations but this presents the brands and dealers concerned with an opportunity to understand what it is they need to do to improve& their service, says Busschau.
ALL THE BRANDS WHO WON AWARDS SHOW A CONSISTENT COMMITMENT TO IMPROVING SERVICE
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