Want customer satisfaction to go up? Go digital with your service communication and operations.
That’s according to the recently published J.D. Power 2019 Customer Service Index (CSI) Study, which found that satisfaction scores tend to go up when dealership service departments use customer-preferred methods of communication.
In other words: digital. And especially digital when it comes to tasks such as scheduling service and communicating with the dealer service employees. The study’s findings showed a 75-point variance between customers who have an all-digital experience, compared to an analog experience. It also found that satisfaction spikes more when a service advisor uses a tablet during a visit. The study measures satisfaction with service at a franchised dealer or independent service facility for maintenance or repair work among owners and lessees of 1- to 3-year-old vehicles. It also provides a numerical index ranking of the highest-performing U.S. automotive brands. Key findings include:
- All generations prefer online scheduling, in greater numbers: This year, 28% of all customers want online appointment-setting over the phone, with Millennials leading the way. Over the past five years, the study has seen a consistent increase in online scheduling demand.
- In-store engagement remains vital — with the help of tablets: Most customers feel service advisors provide important value in terms of vehicle advice, informing them about work done and status, and performing a walk-around. In fact, the study results found that the walk-around boosted the customer’s perceived value of the service. It’s also an opportunity to bring mobile technology into the experience, adding a rich layer of data and communication.
- Over-delivery of service excellence is more important than ever: The 2019 Customer Service Index (CSI) Study also identified a shrinking satisfaction gap between franchised dealers and independent facilities. For some dealers, this is less a shift than it is a wake-up call to focus on the things that delight as well as deliver service. For example, according to J.D. Power, so-called “small things” such as washing a customer’s car is only done 81% of the time, and returning vehicle settings to their pre-service status is only completed 45% of the time. Those are two excellent opportunities to surprise and delight a customer — and create a little loyalty.
That’s important in a tough and ultra-competitive market. Overall, this year’s J.D. Power Customer Service Index (CSI) Study illustrates an emerging profile of vehicle service that requires the function and efficiency of digital tools that help to enable a renewed focus on the customer service experience. From scheduling service online to ensuring the on-time completion of repair and maintenance, optimizing communication and workflow efficiencies make it easier to go the extra step — and do so efficiently.
What’s Next?
Click here to learn more about Dealer-FX ONE Platform. At Dealer-FX, our mission is to help automotive dealerships transform the customer experience by providing leading-edge marketing services that help to deliver the right message at the right time — via the right digital channel. How can we help you?