SINGAPORE: 12 Dec. 2017 — Luxury car owners in India are increasingly seeking convenience when having their vehicle serviced, with the provision of a more customer-oriented service experience resulting in higher levels of satisfaction, according to the J.D. Power 2017 India Customer Service Index (Luxury) Study,SM released today.
The study finds that a higher proportion of luxury brand owners are scheduling their vehicle service via appointment in 2017, compared with 2013 (87% vs. 77%, respectively). Furthermore, 17% (vs. 6% in 2013) of luxury car owners were provided with a door-step service this year, which has contributed to higher levels of satisfaction. Overall satisfaction is 61 points (on a 1,000-point scale) higher among owners whose vehicle is picked up and dropped off at their home or work by the dealership than among those who take their vehicle to the dealership themselves.
Additionally, a higher proportion of luxury car owners used dealership-provided alternative transportation this year, compared with 2013 (31% vs. 8%, respectively). Satisfaction among these vehicle owners is 73 points higher than among those who did not use this service.
“Luxury vehicle owners view the service process as an essential aspect of car ownership,” said Kaustav Roy, Director at J.D. Power. “With increasingly stressful daily commutes, time commitments and other complexities encountered in the daily lives of customers, owners greatly appreciate attempts made by dealers to ease the effort required for routine service. Dealers that strive to go that extra mile will be more likely to reap the benefits.”
Following are additional key findings of the study:
- Higher number of customers receiving all 22 service standards: The study identifies 22 service standards that enhance the overall after-sales service experience. Nearly one-third (29%) of luxury vehicle owners indicate that they received all 22 service standards from the dealership during their most recent service visit—an increase of 9 percentage points from 2016.
- Dealers improve on customer engagement after the service visit: More than 8 in 10 (83%) customers received a follow-up call from the dealership, an increase of 9% since 2013. Satisfaction among these customers is 857 points, which is 63 points higher than among those who did not receive the same.
- Satisfaction with dealer service drives customer loyalty: Among vehicle owners who are highly satisfied with their dealer service (overall satisfaction scores of 917 or higher), 92% say they “definitely would” revisit their service dealer for post-warranty service, compared with only 39% of highly dissatisfied customers who say the same.
Mercedes-Benz ranks highest in after-sales service satisfaction, with a score of 862. BMW ranks second with a score of 849.
The 2017 India Customer Service Index (Luxury) Study is based on responses from 241 new-vehicle owners in the luxury segment who purchased their vehicle between May 2015 and August 2016 and took their vehicle for service to an authorized dealer or service centre between October 2016 and August 2017. The study was fielded from May through August 2017.
Now in its fifth year, the study measures new-vehicle owner satisfaction in the luxury segment with the after-sales service process by examining dealership performance in five factors (listed in order of importance): service quality; vehicle pick-up; service advisor; service facility; and service initiation. This study also examines service satisfaction in the mass market segment.