Recently Maritz Research conducted a cross industry survey of customer satisfaction. Industries surveyed ranged from banks and credit cards to insurance claims; restaurants, wireless and Internet to Television services. In the auto industry, contrary to popular belief, the report showed that customer service is above average as related to their experience when purchasing a vehicle and/or having their vehicle serviced by the dealer. According to the report, 3 out of 4 customers reported their experience as satisfied to extremely satisfied.
Why does this matter?
The automotive industry has used mTab for the past fifteen years to improve their customer service experience by receiving feedback and data related to customer transactions. Over the years the data analyzed through mTab was used to identify problems and provide a business justification for change.
The Automotive Sales Experience
When purchasing an automobile, the report showed, 75.6% of respondents were satisfied to extremely satisfied with the vehicle delivery process and with the experience that the auto dealer kept its promises. The lowest rating, 65.4%, came from customer experiences with the financing and paperwork. Because automotive dealers, continued the report, are not satisfied with simply being above average, the information gathered from the report can be used to improve the weakest areas of the customer purchase experience.
The Automotive Service Experience
Shattering preconceived notions about auto dealer repair services this area accomplished an even higher rating than the sales experience. With an average rating of 75.48%, with an impressive 77.5% indicating they were satisfied with the quality of the repair and that the vehicle was fixed the first time. Basically, 3 out 4 customers were satisfied that the dealer was honest in its dealings with the customer. The lowest rating, 70.3% had to do with the time to complete the repair or service.
Why is the automotive dealership industry above average?
In part because they decided 15 years ago to pay attention. The tool they chose to do that with is mTab. Because of its sophisticated engine and ability to analyze and present viable research data in easy to read and fully customizable formats, mTab was an essential element to their success.
What to take away from the survey? Dealerships appear to keep their word and remain honest. For the past fifteen years these qualities were tracked and reinforced throughout the industry in large part by the data analyzed and presented by mTab suite of software analysis and presentation products.