After-sales is a consistent topic in the automotive industry. It’s like the backbone of any manufacturer. A high-satisfactory after-sales often leads to repeat sales or new referred leads from positive customer experience. And more importantly, it translates to customer satisfaction.
J.D. Power has an annual customer service rating known as Malaysia Customer Service Index (CSI), in its 17th edition, to evaluate car companies on this core topic. The 2019 J.D. Power CSI highest ratings go to Mitsubishi, followed by Toyota and Mazda. This is a second consecutive year Mitsubishi has been the top dog in after-sales in this country.
We are not gonna bore our readers on the evaluation process by J.D. Power. We’re just going to relay on the difference the highest rated car companies make, when it comes to after-sales. According to J.D. Power, with sales trending lower, companies are putting more efforts to drive after-sales. However, time management is still a crucial factor to ensure continuous customer satisfaction. Basically, managing service turnaround time is a key area that needs to be addressed such as, reducing service waiting for regular services and informing customers when their cars are ready. Both of these criteria have dwindled from the past year.
Two other criteria that J.D. Power evaluate are based on facilities, and online bookings instead of traditional ways. Based on their study, customers who stay back for service are generally more satisfied with all the available amenities at a service center. Meanwhile, customers who utilize digital platforms to schedule service appointments have increased 18% from last year.
2019 J.D. Power Malaysia CSI honor roll
Mitsubishi ranks highest in overall satisfaction with a score of 791. Toyota is second with a score of 788 and Mazda, third with a score of 785. The figures are derived from 2,644 customers, between the period of February 2018 to June 2019. The five factors (in order of importance): service quality (25%); vehicle pick-up (21%); service initiation (20%); service facility (17%) and service advisor (16%). Overall satisfaction for the industry averages 761 points. The study also includes the Net Promoter Score (NPS)[, which measures customers’ likelihood to recommend their vehicle brand on a 0-10 scale.