Fiat, Audi lead the 2017 Mexico Customer Service Index by J.D. Power
With a score of 862 points, Fiat was ranked highest in overall satisfaction among non-premium brands on the J.D. Power 2017 Mexico Customer Service Index (CSI) Study, a comprehensive analysis of service experiences among owners of 1- to 3-year-old vehicles that evaluates customer satisfaction with their servicing dealer.
Toyota ranked second with a score of 838, followed by Mitsubishi with a score of 829; Ford with 828; and Honda with 825. Audi ranked highest among premium brands, with a score of 895. Mercedes-Benz ranked second with a score of 893.
Now in its third year, the Mexico CSI Study evaluates five key measures (in order of importance): service quality (25%); service initiation (24%); service advisor (20%); vehicle pick-up (16%); and service facility (16%). Satisfaction is calculated on a 1,000-point scale.
The 2017 Mexico Customer Service Index Study is based on the evaluations of 6,999 interviews with new-vehicle owners in Mexico approximately 12 to 36 months after purchase. The study was fielded from March through August 2017.
According to the study, automotive dealership service advisors who recommend more than the original work requested during a service visit —and can honestly justify why the added work is needed— have higher customer satisfaction and their customers are willing to spend more money.
The study also found that 64% of customers indicated their service advisor recommended services in addition to the original work requested. Overall, 25% of customers indicated their service advisor recommended additional work, and they had the work done.
Overall satisfaction among customers who had the additional work done is 59 points higher than among those whose service advisor didn’t suggest more services, with the average spend per visit MX$ 583 more than among those whose advisor didn’t recommend more work. When the work is suggested but not agreed to, satisfaction is 26 points lower than those who agreed to have the work done.
“Demonstrating knowledge of a vehicle’s prior service history, conducting inspections with the customer once service is completed and offering a detailed explanation of services rendered are ways to show that any additional work recommendations are based on their vehicle’s specific conditions, not just a way to get more money,” said Gerardo Gomez, Senior Director and Country Manager at J.D. Power de Mexico. “This is the key to building trust with customers so they return and recommend the dealership to others.”