MANILA, Philippines - Honda and Mitsubishi rank highest in a tie in customer satisfaction with authorized dealer after-sales service, according to the J.D. Power Asia Pacific 2009 Philippines Customer Service Index (CSI) StudySM released recently.
The study, now in its ninth year and redesigned for 2009, measures customer satisfaction with authorized dealer after-sales service in the Philippines by examining five key factors: service quality; vehicle pickup; service initiation; service advisor; and service facility. Customer service performance is reported as an index score based on a 1,000-point scale.
Among the 11 manufacturers included in the study, Honda and Mitsubishi rank highest in a tie, each receiving a score of 814. Honda performs particularly well in the vehicle pickup, service initiation, service advisor and service facility factors. Mitsubishi performs particularly well in service quality, which has the greatest impact on overall customer service satisfaction. Nissan ranks third with a score of 810, followed by Kia, Mazda and Toyota, respectively. The six vehicle makes round out the manufacturers performing above the industry average.
The study finds that consistent implementation of standard operating procedures have a direct impact on overall satisfaction. The study identifies 22 dealer practices that enhance the service experience for customers. These procedures can range from the comfort level of the service facility, convenience of operating hours and after-sales service, to the sales advisor’s overall competency in dealing with customers.
The study also reveals that customer satisfaction levels are high when dealers perform at least 19 of the 22 service standard procedures. Satisfaction scores fall below average for manufacturers whose dealerships failed to meet 19 standards.
In addition, satisfaction is lowest among customers whose dealer performed 14 or fewer standards. These customers have an average index score of 677, which is 125 points below the industry average. Conversely, among customers receiving at least 21 standards, the average score is 832 – 30 points above the industry average. In 2009, only 30 percent of customers report that their dealer performed at least 21 standards during their past service visit.
“The low percentage of customers receiving at least 21 standards is clear evidence that dealers have much room for improvement,” said Taku Kimoto, general manager for the Philippines at J.D. Power Asia Pacific, Singapore. “Maintaining a high rate of implementation for these standards is the key to delighting customers.”
Additionally, the standard operating procedures that have the most considerable differences in performance by manufacturer are related to communication. These include contacting customers after service is performed; informing customers when the vehicle is ready for pickup; and notifying customers about routine maintenance needs. Among the lowest-ranking manufacturers, these three procedures all have low implementation rates.