KUALA LUMPUR: While the use of digital technology enhances the overall service experience of vehicle owners, satisfaction is also influenced by personal interaction with the service advisor, according to the J.D. Power 2018 Malaysia Customer Service Index (Mass Market) Study released yesterday.
More than one-fourth (28%) of vehicle owners say their service advisor used a tablet during the service visit. These owners experience stronger engagement with their advisor, with 95% indicating that their service advisor knew their service history, compared to 83% of those owners not engaged via digital devices. In addition, a higher number of owners engaged via a tablet say their service advisor reviewed the work done after the service was completed, compared to the number of those whose service advisor did not use a tablet (92% vs. 79%, respectively). Customers whose service advisor use a tablet during service visit are more satisfied than those whose service advisor did not use a tablet (789 vs.743, respectively, on a 1,000-point scale).
Furthermore, satisfaction is higher among vehicle owners who scheduled their service appointment online or via a digital app, compared to those who called their dealer to schedule an appointment (764 vs. 751, respectively).
“The use of electronic devices in the vehicle owner interaction processes at the dealership are primarily targeted at improving owner convenience and enhancing dealer efficiency. However, it is important to also recognize the value of human interaction,” said Muhammad Asyraf, Country Manager for Malaysia at J.D. Power. “The availability and accessibility of well-trained and professional staff at the dealership go a long way toward building customer relationships and engagement, with technology also acting as a key enabler in the process.”
The study also finds that owners expect to be granted fast access to the service advisor when they drop off their vehicle. Satisfaction is higher among those owners who are first greeted by a service advisor upon arrival (82%) than when greeted by someone else (769 vs. 698, respectively). Satisfaction is also higher among owners who waited to speak to their service advisor for 5 minutes or less than among those who had to wait for more than 5 minutes (772 vs. 734, respectively).
Following are additional key findings of the study:
– Express service makes a difference: Satisfaction is higher among vehicle owners who were offered and used express service than among those who were not offered the service (784 vs. 733, respectively). The average time taken to service the vehicle for owners who used the express service is 125 minutes, compared to 150 minutes for those who did not use the service.
– Mechanic communication boosts satisfaction and generates additional work: Speaking with a technician or mechanic during the service visit has a notable impact on a vehicle owner’s likelihood to follow recommendations offered by their service advisor. More than half (56%) of customers who spoke with their technician agreed to additional work recommended by their service advisor. Satisfaction is higher among owners who had the opportunity to speak to the technician or mechanic during the service visit and followed the recommendations than among those who did not but still followed the recommendations offered (801 vs. 729, respectively).
– Service provided in less than 3 hours is key: As service time increases, satisfaction declines. Satisfaction is higher when the time taken to service the vehicle is within 3 hours, compared with when it takes 3 hours or more (767 vs. 726, respectively).
Study Rankings
Among the eight brands ranked in this year’s study, Mitsubishi ranks highest across all factors, with an overall score of 814.
Mazda ranks second with a score of 786 and Volkswagen and Nissan are tied in third place with scores of 776.
“We are happy to be ranked highest for the CSI Mass Market Study conducted by J.D. Power 2018. This reflects Mitsubishi Motors Malaysia‘s commitment to continue to provide a rewarding and positive customer’s experience from the first initiation of purchase to a satisfying after sales service. This is an encouragement for us to aim to do better and to strive to maintain number one every year!” said Tomoyuki Shinnishi, CEO of Mitsubishi Motors Malaysia.
The 2018 Malaysia Customer Service Index (Mass Market) Study measures customer satisfaction with the servicing and vehicle-return process.
The study is based on responses from 2,957 new-vehicle owners who received delivery of their new vehicle between March 2015 and July 2017 and took their vehicle for service to an authorized dealer or service center between March 2017 and July 2018.
The study was fielded from March through July 2018.
Now in its 16th year, the study measures overall satisfaction among vehicle owners who visited an authorized service center for maintenance or repair work during the first 12 to 36 months of ownership and is based on 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 754 points.
The study now also includes Net Promoter Score® (NPS),1 which measures customers’ likelihood to recommend their vehicle brand on a 0-10 scale.
Keyword: Mitsubishi Motors Malaysia ranks highest in after-sales customer satisfaction