BMW tops JD Power Asia Pacific 2013 Customer Service (CSI) study; sector shows overall improvement

 ETCM Nissan M'sia Chairman Tan receives JD Power 2012 plaque for new vehicle sales satisfaction Based on the year’s implementation of consistent service standards at dealerships, JD Power Asia Pacific 2013 Malaysia Customer Service (CSI) Study reported an overall improve satisfaction with authorized service centers among new-vehicle owners of most national and non-national brands. The study included some 2,772 new vehicles and ran from February – May 2013.

The JD Power Asia Pacific CSI study, into its 11th year, measures overall service satisfaction among owners who took their vehicle to an authorized service center for service maintenance and/ or repair work during the first 12 to 24 months of ownership. The study evaluates new-vehicle owner satisfaction with the service experience by examining dealership performance in five factors: service quality (38%); vehicle pick-up (20%); service initiation (14%); service advisor (14%); and service facility (14%). Overall satisfaction averages 758 index points (on a 1,000-point scale) in 2013, an 18-point improvement from 2012.

JD Power Asia Pac. CSI evaluations

From JD Power Asia Pac’s evaluations, there are 22 service standards that enhance the overall customer service experience. On average, authorized service centers implement 17.8 standards per service visit. For criterias such as, service advisor consistency and service quality factors, the study’s evaluations indicated 85 percent of customers agreed that their service advisor provided helpful advice during their service visit and 32 percent of customers received follow-up phone calls from their service center after the work was completed. Other factors that drives customer satisfaction are going beyond standard expectations and providing an additional service, like washing the vehicle before returning it.

In addition, the gap in service satisfaction between national and non-national brands in the country has steadily narrowed to 23 points in 2013, from 31 points in 2012 and 48 points in 2011.

BMW ranks highest in overall customer service satisfaction

Among the 15 brands included in the 2013 study, BMW ranks highest in overall customer service satisfaction for a third consecutive year, with a score of 817. BMW performs particularly well in all five factors, with a notable improvement in service advisor. Volkswagen (793) ranks second, followed by Honda and Mazda in a tie (786 each). Mitsubishi (765) achieves the highest improvement among all brands, with a 34-point increase.

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