Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

A satisfying car service leads to greater brand advocacy

The cars in front are an Infiniti and a Buick

The study measures customer 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. Overall satisfaction in 2018 improved by 12 index points from 2017.

Service quality affects whether a customer will recommend using a dealer for service or sales, as well as their loyalty intentions toward a particular brand or model. Scores in the service quality measure improve 39 points to 821 (on a 1,000-point scale) since the study was redesigned in 2015. Other measures in the study showing year-over-year improvement include service advisor (+12 points); service facility (+11); service initiation (+10); and vehicle pick-up (+10).

The Net Promoter Score metrics, which measures customer loyalty and predicts business growth, was included in the 2018 study to further show service satisfaction's role in whether a customer will recommend a brand or tell others to avoid it.

Following are some of the study's key findings:

• Customers prefer online service scheduling capability
  Using the internet to schedule service has increased among all generations, but Gen Y2 customers have adopted internet scheduling at a much faster rate than older customers. Nearly one-fourth (24%) of Gen Y customers schedule their service via the internet, compared with 10% of Pre-Boomers. As Gen Y customers contribute to a larger portion of the vehicle-buying marketplace, it is imperative for dealers to offer effective online scheduling tools to serve this group and let them know these tools are available.
• White glove valet service improves loyalty among premium brand customers
  Catering to luxury customers with home or office vehicle pick-up and delivery services has a notable effect on intended loyalty to return for future services, with 68% of these customers saying they "definitely will" return to their dealership. Overall scores among those who have their vehicle picked up is 27 points higher than among those who drop their vehicle off at the dealership (889 vs. 862, respectively).
• Promotions, coupons and word of mouth attract young customers
  The most common reasons customers choose their dealer for service include prior experience and convenience of location, but younger customers are more likely to rely on recommendations from friends or relatives (9% of Gen Y select a dealer based on recommendations, compared with 5% of Boomers).
• Infiniti ranks highest in satisfaction with dealer service among luxury brands for the first time since 2003, with a score of 876. Ranking second in the luxury segment is Porsche (874). Audi, Cadillac and Lexus rank third in a tie (871).
• Buick ranks highest in satisfaction for dealer service among mass market brands for a second consecutive year, with a score of 850. Chevrolet and MINI rank second in a tie (849), followed by GMC (843) and Volkswagen (828).

The 2018 U.S. CSI Study was based on responses from 74,021 owners and lessees of 2015 to 2017 model-year vehicles.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)