Customer experience is key to success

Nowadays, understanding changing customer expectations and keeping them updated before and after a sale, as well as delivering consistent customer experiences, go a long way toward securing customer loyalty.

All these make the difference for a company to thrive and survive the competition, especially in the business of selling vehicles.

According to J.D. Power, a marketing, consumer intelligence and data and analytics company that helps clients measure, understand and improve the key performance metrics that drive their growth and profitability, five automotive brands—Ford, Honda, Kia, Suzuki and Toyota—scored more than any other brands when it comes to the sales journey, from the moment clients walk into a dealership to the time they drive the car off the dealership.

Among the 10 brands ranked in the 2018 Philippine Sales Satisfaction Index (SSI) Study, Kia garnered the highest score across all factors, with 842. Suzuki came second with 831, followed by Toyota, with 826.

From the 10 ranked, Kia, Ford, and Suzuki were among those that improved their scores from 2017.

From a score of 722 in 2017, Kia got 842. From a score of 736 in 2017, Ford scored 820 in 2018, enabling it to move to fifth from its previous seventh ranking. And from a score of 728, Suzuki garnered 831 in 2018.

Comprehensive analysis

The SSI Study is a comprehensive analysis of new vehicle purchase and delivery experience. The study is based on responses from 2,072 new vehicle owners who purchased their vehicle between August 2017 and May 2018, and was fielded between February and July 2018.

The study noted that an increasing number of buyers 29 years old and younger are seeking a more engaging and seamless convergence between their online and offline vehicle shopping experience.

These younger buyers want a mix of the simplicity and convenience of digital technologies (online channels, such as the website and offline channels like newspapers and magazines) and the confidence of meeting dealership staff face to face when purchasing a vehicle.

Promptness

But apart from convenience, prompt service is also much appreciated.

In the 2018 Philippines Customer Service Index (CSI) Study that measures customer satisfaction with the servicing and vehicle-return process, J.D. Power reported that among the 10 brands ranked in the study, Honda got the highest overall rating with 823, an achievement bestowed to the Japanese automaker for the second consecutive year.

Also notable were the three brands that improved their scores from 2017: from 772, Nissan improved to 822 in 2018; Ford, on the other hand, improved from 785 to 810 in 2018; while Suzuki improved its score of 777 to 806 the following year.

In the case of Ford, it improved ownership experience by making the cost of ownership more competitive, and effectively lowering expenses for scheduled service maintenance across its nationwide dealership network.

At the same time, Ford expanded its network, opening one in Clark, Pampanga and Baliuag, Bulacan last year, bringing its dealership count to 48.

Customer satisfaction

The CSI study measures customer satisfaction with the servicing and vehicle-return process.

The study is based on responses from 2,455 new vehicle owners who purchased their vehicle between February 2015 and May 2017, and took their vehicle for service to an authorized dealer or service center between February 2017 and June 2018.

The study noted that offering express service is a key driver of customer satisfaction, particularly for customers who visit a dealer for routine maintenance.

The same study observed that a significant number of customers who were offered express service during their most recent visit increased by 38 percentage points year over year (55 percent versus 17 percent).

Nearly half, or 44 percent, of those who used the express service option had their vehicle returned within two hours.

Overall satisfaction among these customers is higher than among those who did not select express service (820 versus 793, on a 1,000-point scale).

More than half, or 51 percent, of customers who chose this option say they “definitely would” recommend the service center to a friend or relative, compared to 42 percent of those who did not use the option.

Indeed, when customers are happy with the service a dealer provides, they’re more likely to tell their family members and friends about it.

This experience creates loyal clients for the vehicle brand who are more likely to return to the dealer for repairs and common services—or perhaps, another brand-new vehicle.