Improving communication essential to enhance customer satisfaction, study reveals
According to the J.D Power 2017 India Two-Wheeler Customer Service Index (2WCSI) Study released on Thursday, when service dealers effectively communicate with customers at key junctures while servicing a two-wheeler at original equipment (OE)-authorised service centers, overall customer satisfaction notably improves.
“While the process-related customer interactions start and end at the service facility, the communication process starts long before a service is scheduled and lasts long after the work has been completed,” said Kaustav Roy, director at J.D. Power, Singapore.
“Improved execution of communication standards is crucial not only to improving service satisfaction, but also to the dealer and manufacturer to benefit from increased customer loyalty and advocacy,” he added.
The study, now in its second year, measures customer satisfaction with the after-sales service experience at OE-authorised service centers during the first 12-24 months of ownership. The study measures overall satisfaction in five factors, listed in the order of importance: vehicle pick-up (22 percent); service advisor (21 percent); service quality (20 percent); service facility (19 percent); and service initiation (18 percent).
“Service dealers are increasingly offering more customer-centric benefits such as pick/drop, the ability to pre-schedule a service visit through an appointment and express service,” said Rajat Agarwal, two- wheeler industry expert at J.D. Power, Singapore.
“Owners recognise the benefits of these services and appreciate the actions that dealers and manufacturers are taking to provide for a more convenient and satisfying service experience,” he added.
Satisfaction with the service experience is driven by process and communication. The industry performs strongly on executing process-based activities, with 70 percent of customers saying their service center performed five or more of the six process standards. But only one in three say the center delivered on 10 or more of the 12 communication standards during their last service visit.
The study finds that among these two types of activities, communication standards provide greater opportunities for improving customer satisfaction. The 36 percent of customers who note having received 10 or more communication standards are more satisfied than those who received five or more process standards.
Customer satisfaction also can be improved by offering facilities that aid in improving customer convenience when scheduling and executing a service visit. The 14 percent of customers who were offered vehicle pick/drop at or from their home/office (14 percent) are more highly satisfied than those who were not.
According to the study, TVS ranked highest in customer satisfaction with a score of 782 on 1000, performing particularly well in all five factors. Honda ranked second with a score of 749 on 1000. Overall customer satisfaction with two-wheeler after- sales service was 746.
In the two-wheeler segments, the customer satisfaction index (CSI) scored an average of 750 for scooters and 744 for motorcycles.
The 2017 India 2WCSI Study is based on evaluations from 7,310 two-wheeler owners in 45 cities across India. These owners purchased a new two-wheeler between November 2014 and March 2016 and had a service experience within three months of evaluation. The study was fielded from November 2016 to March 2017.
(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)