apd research identifies the following Top 3 customer concerns in Overall Satisfaction, Loyalty and Recommendation within Service CSI.
apd has been conducting automotive sales and service experience surveys in 54 countries around the world since 2009. There are more than 3500 service experience surveys completed on service customers in Australia alone every month. From this data we were able to produce insights where customers were asked to respond to specific questions.
- Overall Satisfaction – Based on the overall satisfaction of the last service experience please rate your satisfaction level on a scale of 1-10.
– If the customer scored 7 or less they were asked to select an answer as to the reason they provided this score from a further subset of questions.
- Customer Loyalty – Based on the last Service experience will you be using the Service facility again for your service needs in the future – Yes or No?
– If the response was “no” then a further subset of questions was provided to the customer regarding the reason(s) they would not be using the service facility in the future.
- Recommendation – Based on the last Service experience please rate your level of recommendation of services to friends, family, colleagues on a scale of 1-10
– If the customer scored 7 or less they were asked to select an answer as to the reason they would not recommend services from a further subset of questions.
In Part 1 we will cover the question related to the “overall experience”. The last 18 months worth of data research identified the following responses as the Top 3 reasons customers were not happy:
1. Not understanding the customer’s request
2. Not keeping the customer updated throughout the experience
3. Not explaining the work carried out
These points are all related to communication issues, either internally within Service Department staff or externally with the customer.
The question that needs to be asked is “why does this happen”?
So, what are the typical causes?
1. Not understanding the customer’s request.
a. The most common fault is that Service Advisors listen to the customer but do not hear what the customer is saying.
b. Driveway diagnosis – Service Advisors write down what they know has been a previous common outcome with this vehicle.
c. Misinterpretation because Service Advisors think they know what the problem is.
d. Service Advisors do not have the time to ask more questions relating to the customer concern.
2. Not keeping the customer updated throughout the experience.
a. Service Advisors are not in control of their day and/or their customer workflow, therefore communication with the customer is limited at best.
b. Service Advisors do not ask enough questions of the Workshop Controller at designated times during the day.
c. Poor workflow management – overrun on jobs, no prioritising of work by the Workshop Controller.
d. Service Advisors do not like delivering bad news to customer.
3. Not explaining the work carried out.
a. Customers often pick up their vehicles and there is no explanation about the work carried out to the customer due to time constraints.
b. Invoices are not costed prior to the customer’s arrival.
c. The customer has an account and the explanation will follow in the post/email.
d. The work on the vehicle has only just been finished and the customer has no time to wait for an explanation.
If you are a Service Manager the most proactive way to overcome the communication issues within the Service Department is to develop an effective communication strategy. For more information contact Paul at apd Australia.