After-Sale Service Satisfaction Rises in Indonesia; Ford Ranks Highest in CSI

Road in Jakarta, IndonesiaOverall customer satisfaction with the after-sale service experience in Indonesia improves by 15 points from 2012, to an average of 755 (based on a 1,000-point scale), according to the 2013 Indonesia Customer Service Index (CSI) Study. The largest advances come in two of five factors* evaluated—satisfaction with service initiation and service advisor.

The improvement in after-sale service satisfaction is noteworthy as there has been sales growth in the country during the past few years, which makes it critical to continue to manage customer expectations. Light-vehicle deliveries in 2013 are expected to increase by about 10% (to 1.1 million units) from 2012, based on a forecast from strategic partner LMC Automotive.

Faster Service Turnaround Raises Customer Service Satisfaction

Quicker service turnaround is important. Satisfaction among customers who indicate their vehicle was serviced within an hour is 19 points higher than for those customers who said it took four hours or longer to complete service. In addition, the study finds that satisfaction among customers who are able to complete documentation and payment within five minutes is 14 points higher than among those who said the process takes 16 minutes or longer.

Customers appreciate the efforts by dealers to shorten the service time by informing them promptly when the vehicle is ready and by facilitating quick documentation and pick-up process when the vehicle is ready. This is important since our study finds that nearly one-third (29%) of the 3,432 vehicle owners surveyed indicate they had to wait when they arrived at the service center. That percentage is even higher among customers in large cities (37%), such as Jakarta.

There’s also good news at the brand level. Customer service satisfaction for all nameplates included in the study improves from 2012. Nine of 12 brands receive scores that are at or above industry average (755). Ford ranks highest in overall satisfaction with a score of 772 and performs especially well in four of five factors measured. Rounding out the top five brands, in rank order, are: Isuzu (764); Chevrolet (763); Kia (760); and Mazda (760).

In our analysis, we see that many automakers have been making improvements, such as increasing service capacity and introducing new express maintenance programs that are appreciated by customers. With the continued growth in sales, dealerships will need to consider how they can best balance operating efficiency and still delight their customers.Rajeev Nair, director at J.D. Power Asia Pacific, Singapore

*The 2013 Indonesia Customer Service Index (CSI) Study is based on responses from new-vehicle owners who visit an authorized dealer service center for maintenance or repair work during the first 12 to 24 months of ownership. The study evaluates five factors to determine overall satisfaction with dealer service. In order of importance, or weight, the factors are: service quality (30%); service initiation (27%); service facility (15%); vehicle pick-up (15%); and service advisor (12%).


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