Purchasing & Servicing quality awards
Ipsos, the market research company, measures the Competitive Customer Experience of car owners each year.
Its divided into the buying experience and the quality of servicing. It is split between cars and LCV’s (or bakkies and vans).
Here are the car results for this year.
Ipsos interviewed more than 23 000 customers about their purchasing and servicing experience in 2015, representing more than 75% of all cars sold, or 15 of the locally available brands. The missing brands include BMW and Hyundai/ Kia.
The biggest changes over the previous survey include a 3.7% improvement in the free of faults result but a 4.7% drop in the handling of queries or faults. So the dealers need a bit of polishing, but the manufacturers are improving.
Over time the quality has been improving and now sits at almost 95% for the industry, up from around 90% in 2004.
The gold medal achievers in the sales department are VW and Audi. GM, Mercedes Benz, Nissan and Toyota come next. Ford, Lexus, Renault and Honda also did well.
“The achievements by the industry overall in our ongoing study over the past four years have been outstanding and are a tribute to staff at the manufacturers’ head offices who are responsible for training and supporting the dealers as well as for the commitment of the dealers themselves. In particular the consistent excellence of Audi, Isuzu, Nissan, Toyota and Volkswagen brands must be highlighted for special praise,” said Patrick Busschau, the Ipsos SA Automotive Business Director. “It is amazing how the retail industry manages to lift the bar ever higher each year.”.
The Servicing Experience over Time has improved by 1% a year over the past decade and has now reached 90%.
Customers feel the are more appreciated and are happy that they are offered transportation to the next destination. They are unhappy about the preparation of the staff and contact about progress.
Interestingly there is no difference between men and women concerning their perception of the servicing experience.
There are big differences between the races.
Asian, not Indian, customers are the most unhappy while whites are happiest.
And the servicing awards go to:
Audi received a platinum award for sustained customer satisfaction in both the passenger car purchasing and servicing experience categories, having won gold awards every year from 2012-2015. The Volkswagen brand received a platinum award for the purchasing experience with cars and LCVs from 2012-2015.
Other brands to receive platinum awards were Isuzu for the LCV purchasing experience, while Toyota and Nissan received these prestigious awards for LCV servicing in the period 2012-2015.
It is interesting the BMW withdrew from the research and that Hyundai may be sure of their product quality but not about their customer relations.