First thought while buying a new vehicle is always about the after sales services, where Maruti Suzuki and Honda ranked highest with a Tie in Customer Satisfaction, according to the J.D. Power 2016 India Customer Service Index (CSI) Study in the mass marketing segment. Even as manufacturers improve their after-sales service satisfaction and factors like service consistency and satisfaction levels vary greatly across the regions of the country.
Commenting on this, Mohit Arora, executive director at J.D. Power said, “In an astoundingly diverse market like India where every region and state has its own unique characteristics and needs, dealers need to capitalize on every customer interaction opportunity to develop points of differentiation and deliver on those expectations. By being attuned to the differing customer needs across the country, dealerships can continuously adapt their service processes to consistently deliver a superior customer experience.”
Since the 2015, the overall service satisfaction in the mass market segment has improved by 14 points to 880 on a 1,000-point scale in 2016 from 866, while the satisfaction in the West region is 900 and for the North region it is 857.
JD Power study finds that dealers are improving their communication activities with the customers at every service station, giving a positive impact on overall satisfaction. Around nine in 10 that makes (89%) customers say that the proper follow procedure was carried out and the customers were reminded by the dealership about their vehicle service.
Speaking on this, Kaustav Roy, director at J.D. Power said, “Dealers are at the frontline of interacting with customers and hence represent the automotive brand that they carry. It’s critical that every communication milestone is handled properly. Any gap in communication may have the unintended effect of lowering satisfaction, as well as customer loyalty, and the negative impact may be magnified when it gets passed on through word of mouth.”
Both, Honda and Maruti Suzuki rank highest in satisfaction, with after-sales customer service among mass market brands, Scoring 901 on 1,000-point scale.