Toyota and Mazda rank highest on the 2016 J.D. Power Customer Service Index (CSI), according to the survey conducted by the Research company.
The Customer Service Index is based on responses from 3,257 new-vehicle owners who purchased their mass market brand vehicle between February 2014 and May 2015 and took their vehicle for service to an authorized service center between August 2015 and May 2016. The study was fielded between February and May 2016. Toyota ranks highest in overall service satisfaction among mass market brands, with a score of 763. Toyota performs particularly well in the service initiation, service advisor and service quality factors. Mazda ranks second with a score of 760 and Mitsubishi ranks third at 758.
The Customer Service Index study, now in its 14th year, measures overall service satisfaction among owners who took their vehicle to an authorized service center by examining dealership performance in five factors (in order of importance): service quality (32%); service initiation (22%); vehicle pick-up (18%); service advisor (15%); and service facility (13%). Brand service performance is measured on a 1,000-point scale.
Overall customer service satisfaction averages 751 points this year, up 2 points from 2015. While all factors have improved in the low single-digit figures, satisfaction with service advisors has declined by 1 point.
Some of the findings also revealed that Malaysian National marques showed improvement on overall customer service within the mass market segment, averaging 747, up 5 points from 2015. The study proved that service centers sent out more service reminders to customers. In other words, more customers indicated they received routine maintenance notification (41% vs. 30%) from the previous year. An increase of 4 percentage points (26% vs. 22%) was seen in customers’ specific service needs being discussed with the service center prior to taking the vehicle in. Other factors with increased satisfaction comprise of longer waiting time for service by appointment and delighted customers who raise loyalty and advocacy.
Additionally, customers expect to be personally managed by their service advisors at the end of the service experience. For example, when the task of locating and picking up the vehicle is delegated to someone else, or if no assistance is rendered, satisfaction levels drop to 734 points as opposed to 762 if the service advisor does it himself.