Customer Satisfaction Measurement for an Automotive Manufacturer
A major German-based luxury automotive manufacturer discovered their dealership sales and service satisfaction had declined, as reflected by below-average performances in the J.D. Power 2011 U.S. Sales Satisfaction Index (SSI) StudySM and the J.D. Power 2011 U.S. Customer Service Index (CSI) Study.SM As the automaker surveyed customers after their sales and service experiences, they realized they weren’t collecting feedback that could effectively guide them in designing plans to improve satisfaction and, ultimately, their overall business performance.
The company engaged J.D. Power to develop a new customer experience survey and measurement program aimed at identifying areas for improvement that would enhance overall satisfaction and increase their brand market share. J.D. Power began by developing a survey that incorporated the key attributes of its SSI Study and CSI Study surveys, which resulted in capturing the level of detail that could help identify specific problems. Next, J.D. Power tailored its measurement platform to provide graphically driven reporting that could be easily monitored and used across all levels of the company—from the corporate and field level down to the dealership employee level.
After analyzing the data collected, J.D. Power’s research and retail consultants presented the results to the company, along with recommendations for improvements based on their findings as well as the service best practices identified in other J.D. Power research that have been shown to improve the overall customer experience. Among the improvements recommended and implemented were a heightened focus on the delivery process, a more seamless and transparent negotiation process, the incorporation of tablet usage into the sales and service processes, and facility improvements.
The company has had more than 3 years of record sales since J.D. Power’s analysis. Year-to-date sales in 2014 have increased by 7.5% from the same period in 2013, and 2013 full-year sales have increased by 13.5% from the previous year. The improvements are also evident in their performances in the latest SSI and CSI Studies, which have found great progress during the same time period.