Prompt service is valued so much by owners of new vehicles these days that this aspect has become a major factor in assessing how a dealership and its service staff perform.
So it is not surprising to find that customers who are able to drive home—within 10 minutes or less—their newly bought vehicles after having them serviced are much more satisfied with their overall service experience than those who waited much longer, as shown by the 2011 Philippines Customer Satisfaction Index Study recently released by JD Power Asia Pacific.
Chevrolet Philippines-The Covenant Car Company Inc. pulled off a big surprise by topping the highly credible survey.
Among the 11 brands included in the study, Chevrolet ranked highest, getting an overall score of 827 (out of 1,000), 31 points above industry average. The brand improved by 41 points from a similar survey done last year.
Nearly 59 percent of highly satisfied customers say they “definitely will” return to the same dealership for post-warranty service. In contrast, fewer than one-third or 29 percent of customers with low satisfaction (scores averaging 745 and lower) say the same.
“The recognition of Chevrolet as No.1 in this independent survey conducted by JD Power is an overwhelming development for us. After-sales operations and market perception of our brand and programs have been the main focus for us since we assumed the Chevrolet operations in 2009. Our after-sales team worked on creating programs, corrected, and established new systems and procedures that aim to enhance the customer experience,” said Chevrolet Philippines-TCCCI managing director Atty. Albert Arcilla.
Arcilla added that the cooperative efforts of the company with its dealer network in implementing programs was critical in producing the positive results and was glad that the dealer network recognizes that TCCCI implemented the programs on the premise of improving customer satisfaction.
“At the onset, we acknowledged that the after-sales experience will be the key in achieving higher brand equity. This citation affirms that we are in the right path and on target with our goals,” Arcilla said.
Chevrolet Philippines-TCCCI marketing director Lyn Buena was also profoundly grateful with the survey results.
“Customer satisfaction is a major thrust that we at the TCCCI along with our 15 Chevrolet dealer partners have been committed to since we began managing the Chevrolet brand in October 2009,” said Buena.
“This distinction shall propel us to consistently innovate our after-sales services and efficiently address the needs of our Chevy clients in the Philippines. We shall continue to offer the market the winning combination of great Chevrolet cars and quality after-sales services,” said Arcilla.
The study finds that 55 percent of customers who waited longer than 10 minutes at the dealership—from completion of the paperwork to releasing of the vehicle—had their satisfaction level go down to 808 (from a 1,000 point-scale). The level of satisfaction decreased even further to 783 points for those who waited beyond 10 minutes.