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Grip : GRIP March 2012
AFTERSALES GRIP DIFFERENT STuDy, SAME SRc STORy Mark Robinson Customer Retention & Aftersales Marketing Manager SUBARU Australia is ranked highest for Aftersales Customer Satisfaction in 2011 by J.D. Power Asia Pacific. Something we all know and are very proud of. The focus, of course, is to maintain the number one status in 2012 and to continually improve the service experience that we give our customers. To do this we are constantly monitoring what other manufacturers are doing within Australia, and across the globe. A study conducted recently in the United States looked at customer satisfaction with dealer service facilities, compared to the independent service centres. It looked at satisfaction across the same five factors as the Australia study: service quality, service initiation, service advisor, service facility, and vehicle pick-up. It is interesting to see what’s driving customer satisfaction over there, and not surprisingly, it’s pret ty similar to Australia. So what did the study discover? 1. Vehicle owners who visit US dealer facilities for scheduled services are considerably more satisfied than with the service experience from independent facilities. 2. Improvements in vehicle quality, longer intervals between recommended service visits and/or replacement parts/fluids have had a positive effect on overall dealer service satisfaction. Many manufacturers have implemented customer service improvement initiatives. This is to increase satisfaction with both the purchase experience and after-sales service. They understand that a substandard service can, and will, impact their ability to make a future vehicle sale, or gain repeat service business. The US study identified specific actions for maintaining the high levels of satisfaction, both through periods of lower service volume and as it increases. Two of those are: 1. Promote online depar tments. After the supply issues in Japan last year, we are now bouncing back in 2012 with new vehicles being launched and supply returning to normal. How we manage the increase in service numbers will be paramount in maintaining the high level of customer satisfaction, not only for the new owners, but also existing customers. We see the two points identified in the study are relevant for us too. 1. Retailers should be looking at their own websites and how easy it is for customers to book a service online, and how scheduling of service appointments. Customers scheduling a service appointment online are notably more satisfied with the experience than those who call to make an appointment, or drop by the dealership without an appointment. In addition, customers who book online spend more on servicing per year than those who do not make an appointment, and more per year than customers who call to make an appointment. 2. Review the invoice and the technicians report with all service customers. Those who indicate the service advisor reviewed it with them are significantly more likely to say they “definitely will” return for both paid and warranty service work, compared with those who didn’t receive a detailed review of their service. Customers whose service advisor provided a review of the inspection repor t are also much more likely to say they “definitely will” repurchase or lease the same vehicle make. What learnings can we take from the study? We have our own challenges in the year ahead, with increased numbers through our own service INSIDE GRIP HOME PAGE RETAILER OF THE YEAR CUSTOMER EXPERIENCE AFTERSALES AMBASSADOR SPONSORSHIP WHAT’S IN THE PRESS TRENDS DEALER RANKINGS NPS SCORES SPORT
GRIP February 2012
GRIP April 2012