Aftersales Satisfaction Dips as Wait Times Increase, J.D. Power Finds
Primarily driven by challenges in the service centre, overall customer satisfaction among vehicle owners in the Philippines decreases to 803 (on a 1,000-point scale) in 2019 from 812 in 2018, according to the J.D. Power 2019 Philippines Customer Service Index (CSI) Study, released yesterday, June 26.
The study finds that customer wait times have increased compared with 2018. More than one-third (35 percent) of customers experience wait times of more than 30 minutes to handover their vehicle for service, an increase of 11 percentage points from 2018. Satisfaction among these customers is lower than those who experienced a shorter hand-over time (787 vs. 812, respectively). "This situation is not new to the industry, the time spent by customers to dropoff a vehicle for service is a key contributor towards their overall satisfaction," said Sigfred M. Doloroso, Country Manager for the Philippines, J.D. Power. "However, this is an issue that can be mitigated through the efficient use of a proper appointment system. Dealers need to actively encourage the scheduling of appointments and ensure they consistently deliver not only a more personalised service to after-sales customers but also a faster turnaround from drop-off to pick-up." Findings from the study also show that the service process is slower, with 69 percent of customers indicating that service took three hours or more to finish, an increase of 11 percentage points from 2018. Furthermore, 72 percent of customers indicate that paperwork completion took more than 10 minutes during the vehicle pick-up. Customers who spent more than 10 minutes doing paperwork are less satisfied than those who experienced a faster paperwork process (793 vs. 831, respectively). Following are additional key findings of the 2019 study:
- Encourage appointment setting. Nearly three-fourths (73 percent) of customers scheduled an appointment for their vehicle service, which is 10 percentage points lower than in 2018. Customer satisfaction is higher when customers make an appointment vs. when they do not (807 vs. 793, respectively). Nearly two-thirds (62 percent) of customers indicate a preference in making appointments over the phone.
- Promote quick/ express service. Only 39 percent of customers were offered the option of an express service, a drop of 16 percentage points from 2018. Notably, among customers who made service appointments, satisfaction is 23 points higher when they were offered express service than when they weren’t (820 vs. 797, respectively).
- Keeping customers in the know from the start. More than half (59 percent) of customers were informed of the time needed for service during drop-off, a decline of 13 percentage points from 2018. Satisfaction is 31 points higher when customers are informed earlier, compared to when informed later (815 vs. 784, respectively).