The J.D. Power CSI study measures new vehicle owner satisfaction with the after-sales service process by examining dealership performance in five factors - service quality, vehicle pick-up, service advisor, service facility, and service initiation.
Hyundai has topped the J.D. Power 2017 India Customer Service Index (CSI) Study for mass market brands, achieving a score of 923 out of 1000.
The CSI study was based on responses from 7,878 new vehicle owners who purchased their vehicles between May, 2015 and August, 2016. The study was fielded from May through August, 2017. With a score of 893 each, Maruti Suzuki and Tata Motors shared the second spot.
J.D. Power claims that the key driver of customer satisfaction encompasses several aspects such as performance of a dealership through a multi-point inspection, confirmation of consumer requests, review and explanation of the service, and regular vehicle status updates.
As per CSI, the overall satisfaction for the mass market segment decreased marginally by three points versus last year - 877 vs 880. Among the factors, the greatest decrease was in service initiation, service advisor and service facility. The quality of service remains a critical driver of satisfaction. The study found that 87 per cent of vehicle owners say that the work carried out was right the first time, and that their vehicles were washed and vacuumed. Overall satisfaction among such customers was 13 points higher than among those whose work was not done right the first time.
The study found that 79 per cent of vehicle owners received all such advisor-led communication, which in turn results in a 23 point increase. Non-compliance with these aspects resulted in a significant 41 point drop in customer satisfaction.
Additionally, almost 24 per cent of customers indicated that they remained at the dealership throughout the servicing process. Among those customers, 58 per cent said they were provided six or more amenities by the dealerships, like refreshments, internet access, televisions and mobile charging points.
Director of J.D. Power, Kaustav Roy, said, “While the quality of service remains a principal driver of customer satisfaction in India, clear, proactive and frequent communication from service advisors demonstrates a greater commitment towards enhancing customer engagement”.