A press release from JD Power talks about the 2022 study conducted by them regarding the quality of aftersales service received and the level of satisfaction of new-vehicle owners with their vehicle’s service at the brand’s authorized workshops.
The J.D. Power 2022 India Customer Service Index (CSI) Study measures new-vehicle owners’ satisfaction with the after-sales process by examining dealership performance in five factors namely the service initiation (26%); service advisor (20%); vehicle pick-up (20%); service quality (19%); and service facility (15%). The study only examines aftersales satisfaction in the mass market segment.
Score
JD Power, along with NielsenIQ, has announced that MG Motors India has topped its 2022 India Customer Service Index (CSI) Study with a score of 860 out of 1,000. This makes MG the highest-ranking company for a second consecutive year where aftersales customer service is concerned. The SAIC-owned carmaker was followed by a tie of three brands namely -Honda Cars India, Hyundai Motor India, and Toyota Kirloskar Motor, scoring 852 each.
Findings
The study finds and highlights that communication led by any brand’s Service Advisors helps drive customer satisfaction with the aftersales process. Some other major findings from the study regarding the quality of work and the harder-to-satisfy age groups were:
- Quality of work remains critical for satisfaction: More than three-fourths (80%) of customers say that key elements of service quality were done, such as completion of all requested work; work done right the first time, and the vehicle was cleaned. Satisfaction declines 22 points when customers say that even one of these elements was missed.
- Younger customers harder to please: Millennials1 and Gen Z customers are the least satisfied among generational groups, with an overall satisfaction of 822, which is 22 points below the average. They are significantly more critical of any omission in the implementation of both interaction and quality of service. In contrast, older customers over the age of 35 tend to be more forgiving and place a higher importance on the quality of service.
Official Statement
“Clear, proactive, and timely interaction from advisors demonstrates a clear commitment towards customer engagement,” said Sandeep Pande, lead of the automotive practice India at NielsenIQ. “Dealerships that are able to deliver both on quality of service and interaction can expect to achieve higher recommendation and retention levels.”