Focus on Aftermarket to improve Customer & Dealer satisfaction: Study

auto-industry-satisfaction-at-all-time-Quest Informatics

J.D. Power Asia Pacific 2015 India’s Dealer Satisfaction with Automotive Manufacturers Index (DSWAMI) Study released on 28 May 2015 emphasises the fact that manufacturers have to improve their Aftermarket services to improve their dealer satisfaction.

According to the study, overall dealer satisfaction is determined by examining nine factors, out of which 5 factors belong to Aftermarket.

  1. Marketing and sales activities (15%)
  2. Product (12%)
  3. Vehicle ordering and delivery (13%)
  4. Sales team (16%)
  5. Parts (6%)……………………………………………………..
  6. Warranty claims (7%)……………………………………..
  7. After-sales team (7%) …………………………………….Aftermarket (45%)
  8. Training (10%)…………………………………………………
  9. Support from the manufacturer (15%)………………

J D Power Study 2

45% of factors contributing to dealer satisfaction with automotive manufacturers fall in Aftermarket.

India Tractor Customer Service Index (CSI) Study 2015

Another study released by J.D. Power Asia Pacific, titled “India Tractor Customer Service Index (CSI) Study 2015”,release on 18 February 2015, shows a considerable gap in the Aftermarket support offered by Tractor manufacturers to their customers.

The study found that only 8 percent of owners are contacted by their authorised dealer when their tractor requires routine maintenance. Among owners who take their tractor in for maintenance, the average wait time for service is 2.5 hours, with 19 percent of owners waiting more than one day for their tractor to be serviced.

“Dealers should be more proactive in reaching out to farmers to ensure their tractors are correctly maintained. Encouraging customers to conduct regular maintenance on their tractors not only makes financial sense for the dealer, but it also reduces the number of tractor breakdowns and helps improve the overall uptime during busy periods.” said Dr. Gordon Shields, director, J.D. Power Asia Pacific.

Overall customer service satisfaction is based on a combined score of the service satisfaction index and parts operation index. The service satisfaction index examines satisfaction in four key measures (listed in order of importance): service quality; service initiation; service engineer; and service handover. The parts operation index examines satisfaction across five attributes, including availability of parts, speed of parts delivery and parts value for money, amongst others. As it is clear, these attributes and measures fall in Aftermarket.

The take away from these two studies is that manufacturers have to improve their Aftermarket services to improve their customer satisfaction.

Source:

http://india.jdpower.com/press-releases/2015-india-dealer-satisfaction-automotive-manufacturers-index-dswami-study

http://india.jdpower.com/press-releases/2015-india-tractor-product-performance-index-ppi-customer-service-index-csi-studies

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How to build best in class support desk?

• What is behind the success of business leaders?
• How support plays a vital role in branding and customer experience?
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The answer to all the above questions is your support desk.

Customer satisfaction is the primary measure of success for any company and the effective way to reach customers is through a dedicated support desk working hand in hand with them. Support desk or customer service desk is essentially a single point of contact for customers to reach out to your organization with their grievances, know the status of your response and also provide valuable feedback on what they like and what they do not in the service operations. Based on industry, support desk works in different forms viz. Customer Support, Help Desk, Service Desk, Part Desk, Customer Relationship Management, etc. They work closely with customers – troubleshooting their problems, assisting customers in right use of the product, addressing customer grievances and providing right solutions.

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Deploying a support desk helps to know where is the customer ticket, how long it has been in queue and what the lead time to response and closure is. This helps companies in knowing who have been resolving or who can resolve what type of issues, at what level and by what time. This helps to define KPI for different levels and type of calls to optimize response and resolution time.

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