Toyota scores highest in after-sales service

The study measures new-vehicle-owner satisfaction with after sales service by examining dealership performance in five areas: service initiation; service advisers; service facility; vehicle pick-up; and service quality. Dealership service performance is reported as an index score based on a 1,000-point scale. 

According to the study, 30 per cent of service customers scheduled a visit in advance by making an appointment via the telephone instead of dropping by at a time convenient to them, a 7-percentage-point increase from 2011. The overall satisfaction among customers with an appointment was 866, which is 28 points higher than those turning up without an appointment. The gap in satisfaction scores – between having a scheduled appointment and not having one – is the largest since the inception of the study in 2000. 

“Authorized service centres in Thailand are encouraging their customers to schedule their routine maintenance service visits in advance and then reminding them prior to the appointment,” said JD Power Asia-Pacific senior manager Loic Pean. “Nearly one-half of customers indicate that they knew it was time for maintenance/repairs thanks to a reminder from the service centre, twice as high than last year. At the same time, dealer processes are being adapted to serve customers with appointments better and faster, which results in increased customer satisfaction and operational efficiency for service centres – a win-win situation.” 

Overall customer satisfaction averages 846 in 2012, a 19-point improvement from 2011. Across the industry, satisfaction has increased year over year in all factors, particularly in service initiation (+26 points) and service facility (+24). Service facility is the only factor in which all makes achieve an increase in satisfaction. 

“Taking advantage of the current and expected future market growth, manufacturers are putting in place plans to renovate and expand their service centres in order to provide a better experience to their customers and meet their increasing expectations,” said Pean. “Special attention is being placed on the layout and customer amenities of waiting lounges, as more than three-fourths of customers wait at the dealership during a service. Internet access, for instance, is becoming widely available, as reported by nearly two-thirds of customers.” 

Among the nine brands included in the study, Toyota ranks highest for a fifth consecutive year, achieving a score of 854. Toyota performs particularly well in three of the five areas: service adviser, service facility and vehicle pick-up. Chevrolet (851) improves by 36 index points from 2011 to rank second in 2012. Chevrolet performs particularly well in service initiation and service quality. Honda (849) ranks third. 

While satisfaction improves notably year over year, the implementation rate of certain less-essential service standards has decreased. The implementation rates of all relationship measures – activities that monitor personal interactions between service advisers and customers – have declined considerably from 2011. As the proportion of “pleased” customers has increased, the proportion of “delighted” customers has declined. Fewer than 6 per cent of customers say that their service experience was “better than expected”, which is 10 per cent less than in 2011. Similarly, only 39 per cent of customers say they “definitely would” recommend their dealer to family or friends this year, down 8 per cent from 2011. 

The proportion of customers who indicate they “definitely would” revisit their service dealer for post-warranty service is nearly twice as high among customers who are “delighted”, compared to customers who are “pleased”, and more than 12 times higher than “disappointed” customers . 

“It is important for authorised service centres to always strive to go the extra mile and give that little extra care that will make customers return for post-warranty service,” said Pean. “Personal interactions, customer focus and attention to detail are essential skills for service advisers to develop in order to delight customers.” 

The 2012 Thailand Customer Service Index Study, now in its 13th year, measures the overall satisfaction of vehicle owners who visit an authorised dealer/service centre for maintenance or repair work during the first 12 to 24 months of ownership. The study is based on responses from 3,178 new-vehicle owners who purchased vehicles between January 2010 and April 2011 and took their vehicles for service to an authorised dealer or service centre between July 2011 and April 2012. The study was fielded between January and April 2012.