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Car dealers who provide internet and text messaging options to customers for scheduling service appointments and getting service updates have higher customer satisfaction with younger customers, who prefer these methods of communication.
That is the key finding of the JD Power 2017 UK Customer Service Index (CSI) Study.
“Car dealers who aren’t prioritizing technology options are missing out on an opportunity to connect with a younger generation of customers,” said Dr Axel Sprenger, managing director of JD Power Europe.
“As these consumers begin to account for a larger number of vehicle sales and service visits, it’s important for dealers to be able to cater to their needs to differentiate themselves from competitors and drive loyalty.”
The survey found that just 15% of customers schedule service appointments via the internet and their service initiation score of 779 is slightly lower than the industry average (781).
However, customers who schedule via text message or messaging app (3%) have the highest service initiation satisfaction (808), which presents a lucrative opportunity for dealers to attract younger customers.
Two-thirds (66%) of customers still prefer to schedule an appointment over the phone. Service initiation satisfaction is much higher when dealers confirm appointments via phone (805) compared with email/text (748).
Digital amenities
Offering the use of computers with internet access significantly increases service facility satisfaction (+82 points), as does providing workspaces to plug in personal devices (+82 points) and providing Wi-Fi access (+81 points).
Premium brands are more likely than volume brands to offer wireless internet (41% vs. 27%, respectively)
Only 55% of all service customers say it is “very easy” to connect to their dealer’s network.
Those who say it is “very easy” to connect to Wi-Fi express much higher satisfaction with their service facility (832) and their overall CSI is 848.
To maximize the Wi-Fi offering, dealers need to make it easy to use by posting instructions and passwords in the waiting room, and making networks easily identifiable.
Top brands
Land Rover ranks highest among premium brands, with a score of 808, a 35-point improvement from 2016 when it ranked second. Land Rover is followed by Audi (806) and BMW (797).
Mazda ranks highest among volume brands, with a score of 800, an 83-point improvement from 2016 when it ranked lowest. Toyota ranks second (793), followed by MINI (785), Hyundai (783) and Honda (778).
The 2017 UK Customer Service Index Study is based on surveys of 6,753 respondents who registered their new vehicle between February 2014 and April 2016. The study was fielded from February through April 2017.