If you're in the market for a new car, you have a lot to consider: price, eco-friendliness, reliability, and of course, the brand's customer service. The good news for you is that according to a 2019 study done by J.D. Power and Associates, more than half the brands included in their study have improved their customer service.
A first for the German auto brand, Porsche beat out auto manufacturers from every category including luxury, scoring a rating of 893 points out of 1,000. Not far behind were Lexus with 881 points, Cadillac with 880, Infiniti with 878, and Mercedes-Benz with 870.
The study also highlighted a major breakthrough for automaker Mitsubishi, whose dealer satisfaction score jumped significantly, bringing them to third place in mass-market cars behind Buick and MINI.
What's the secret for these brands' success? The above companies seem to be following trends experts say are responsible for customer satisfaction:
- Digital Communication Customers getting service from dealerships don't want to do more work than they need, which is why many of them are veering towards technology. Chris Sutton, VP of U.S. automotive retail practice at J.D. Power said, '34% of customers...prefer to communicate via text message.' In addition, customers are also prefer technology when scheduling appointments, choosing online scheduling over calling by phone. (Help.com offers live chat and an inbox to make scheduling services online simple and easy).
- Engaged Employees The report underlines the fact that customers were happier when dealer service advisers provided helpful advice, explained the work performed, knew the car's service history, and let the customer know when their car was ready.
- Doing Things the Right Way One of the most obvious factors in customer satisfaction is whether or not the job actually gets done. This includes doing things correctly the first time a car gets serviced, returning the car to the settings the owner had on it originally, and small favors like washing the car after the service is complete.
How does this translate to your business? Whether you're servicing cars or selling software, it all comes down to doing right by your customer. Customers value convenience through digital communication, working with employees who provide valuable information, and patronizing a company that actually fulfills its promises--all things any business can improve upon, no matter the industry.