Page 8 - GIADA-April-2018

J.D. Power study finds:

Younger consumers most often rely on

service location recommendations

By Auto Remarketing Staff

Along with finding that service quality “There’s a strong link between a brand’s While younger and older customers may
continues to be a key driver of customer CSI score and its Net Promoter Score,” said differ when it comes to the most common
satisfaction among consumers, the Chris Sutton, who is the J.D. Power vice reasons they choose a dealer for service,
J.D. Power 2018 U.S. Customer Service president for the U.S. automotive retail using the internet to schedule service has
Index (CSI) Study released Thursday practice, in a news release. increased for all generations, according to
found that younger customers who their the study.
vehicle serviced are more likely to rely on “When a customer is happy with the service
recommendations from friends or family. a dealer provides them, they’re more likely Almost 24 percent of Gen Y customers
to tell their friends and family members were found to schedule their service via the
Nine percent of Gen Y car buyers select about it. This experience creates promoters internet, compared with just 10 percent of
a dealer for maintenance or repair work for the vehicle brand who are more likely to Pre-Boomers.
based on recommendations, compared to return to a dealer for repairs and common
just 5 percent of Boomers who more often services like oil changes and replacement of Moving on to brand rankings, Infiniti
rely on prior experience and convenience of batteries, brakes and tires. Increasing the posted a score of 876 out of 1,000 to top all
location. number of brand advocates is the pathway luxury brands for satisfaction with dealer
to growth for dealers looking to generate service for the first time in 15 years.
That was just one finding from J.D. Power's repeat business and bring in new business
CSI Study, which measures customer based on positive word-of-mouth,” Sutton Meanwhile, Buick ranks highest among
satisfaction with service among owners and said. mass market brands for a second
lessees of 1- to 3-year-old vehicles visiting consecutive year, with a score of 850.
both franchised dealers and independent “It’s also good news for manufacturers
service facilities. because satisfied customers tend to stay In a tie, mass market brands, Chevrolet and
with a brand and bring others with them,” MINI rank second (849), followed by GMC
Overall, the study found that there was Sutton added. “Anything less opens the (843) and Volkswagen (828).
a 12-index-point increase in satisfaction door for customers to shop elsewhere.”
from a year ago. Fielded in 2017, from October-December,
Another finding: the study also suggests the 2018 CSI study is based on responses
J.D. Power also added a new metric this that dealers can benefit from offering from 74,021 owners and lessees with 2015
year: the Net Promoter Score (NPS), that effective online scheduling tools for service to 2017 model-year vehicles. n
measures customer loyalty and predicts visits — and getting the word out about
business growth. online scheduling in the first place.
6 | GIADA Independent Auto Dealer APRIL 2018