Mazda serves best - OZ Customer Service Ranking

[Quicksand]

MAZDA has emerged as the standout performer in the fi rst survey of aftersales customer service satisfaction conducted in Australia by respected global marketing information company JD Power.

The booming Japanese brand was the only vehicle brand to score more than 800 out of a maximum 1000 points in JD Power’s inaugural Australian vehicle service satisfaction survey.

Mazda (806 points), Toyota (800), Honda (798) and Subaru (790) were the only brands to place above the industry average of 786 points.

The results are based on responses from more than 4550 owners of 25 different makes who had their vehicles serviced at authorised service centres between July 2009 and August 2010.

JD Power Asia Pacifi c’s 2010 Australia Customer Service Index (CSI) Study measures new-vehicle owner satisfaction with the aftersales service process by examining authorised dealership performance in fi ve factors.

In order of weighting, they are: service quality (25 per cent), vehicle pick-up (20 per cent), service advisor (20 per cent), service initiation (18 per cent) and service facility (17 per cent).

While some volume-selling Japanese brands starred, the study also found that nearly one in 10 new-vehicle owners in Australia said repair and maintenance service was not completed correctly the fi rst time. Overall, nine per cent of respondents said their dealer failed to service their car properly the fi rst time.

When it came to repair work, a surprising 19 per cent said their vehicle was not fi xed correctly.

JD Power Asia Pacifi c’s Singaporebased executive director Mohit Arora said that having repair or maintenance work performed correctly the first time has a signifi cant impact on a customer’s satisfaction with dealer services.

Satisfaction among customers whose service work was not erformed correctly the fi rst time was 186 points lower, on average, than that of customers whose service was done right the fi rst time, said JD Power.

“New-vehicle owners in Australia hold dealerships to high standards for service quality,” said Mr Arora. “Service quality is a key component of the overall service satisfaction, and providing high-quality service may help dealerships strengthen perceptions of the value they provide.

“Customers in Australia are particularly sensitive to problems experienced at vehicle delivery. The initial quality of a vehicle has signifi cant infl uence on customer perceptions of the brand and dealership throughout the ownership period.”

Mazda, which was also named by JD Power as the most satisfying brand among Australian new-vehicle owners for the second consecutive year in 2009, was rated the highest of 12 brands ranked in the aftersales study after performing particularly well in the service initiation and service advisor factors.

Mazda Australia has focused on customer (and dealer) satisfaction since the days of previous managing director Malcolm Gough, when the brand had a dearth of exciting new models. The market share of the Australian subsidiary, which Mazda Motor Corporation says conducts “industrybest practice”, is the second-largest in the Mazda world behind Israel.

“Mazda demonstrates strong performance in each of the factors that drive satisfaction, as well as in several key activities that have a positive effect on satisfaction,” said Mr Arora. “These activities include providing post-service communications such as explanations of work and charges, and having vehicles ready when promised.”

In contrast, brands deemed to have delivered below-average aftersales service included Ford (785 points), Nissan and Volkswagen (780), Mitsubishi (777), Hyundai (774), Holden (768), Kia (747) and Suzuki (743).

A number of other brands were included in the study but not ranked due to their small sample size, including Audi, BMW, Citroen, Chrysler, Jaguar, Jeep, Land Rover, Lexus, Mercedes, Peugeot, Renault, Saab and Volvo.

According to JD Power, service satisfaction levels have a strong impact on customer advocacy and loyalty rates, with about 87 per cent of highly satisfi ed customers (those with service satisfaction scores averaging above 899) saying they “defi nitely would” revisit their dealership for paid service work.

Conversely, only 10 per cent of dissatisfi ed customers (those with satisfaction scores averaging 700 and lower) said the same.

Similarly, while 60 per cent of highly satisfi ed customers said they “defi nitely would” repurchase their vehicle brand, only 21 per cent of highly dissatisfi ed customers said the same.

The JD Power study found that one in 10 service customers in Australia reported having experienced at least one problem with their new vehicle at delivery.

Among those customers, satisfaction with dealer service averages 56 points below the industry average, while 47 per cent of those customers said they were “disappointed” with the operating costs of their vehicle.

Some 60 per cent of those surveyed said the convenience of its location was the main reason for choosing an authorised dealer for their most recent service visit.

Other popular reasons were because they bought their vehicle there (49 per cent), reliability of service (46 per cent), qualifi ed mechanics (42 per cent), warranty (39 per cent), authorised parts (39 per cent), speedy service (33 per cent), past experience (32 per cent), open on convenient days/hours (25 per cent), competitive/good price (19 per cent), free service (nine per cent), recommendations from family/friends (seven per cent) and that they knew someone at the dealership (four per cent).

In terms of vehicle problems at delivery, Ford topped the JD Power survey with 18 per cent of respondents claiming they had an issue, followed by Kia (15 per cent), Holden (14 per cent), Volkswagen (12 per cent), Mitsubishi (10 per cent), Hyundai, Nissan and Subaru (nine per cent), Honda, Suzuki and Toyota (seven per cent) and Mazda (six per cent).

Ninety-fi ve per cent of Honda and Toyota owners surveyed said work on their vehicle was completed correctly the fi rst time, followed by Mazda and Hyundai (93 per cent), nissan, Subaru and Suzuki (92 per cent), Kia and Mitsubishi (90 per cent), Ford (89 per cent), Holden and Volkswagen (88 per cent).

Source - http://www.goautomedia.com/mellor/enews.nsf/edition/33110E8B15BF26C4CA2577C8001D640A/$file/GoAutoNews_555.pdf

[Pedro]

I can vouch for that. The service we have received on my wife’s SP 23 since she bought it in 2005 has been exemplary. Needless to say when it came time to replace it last year, the only car that came up for consideration was the new SP 25.

Ford (and Holden) just doesn’t seem to be able to grasp the importance of service.

[Yellow_Festiva]

Originally Posted by Pedro

Ford (and Holden) just doesn’t seem to be able to grasp the importance of service.

The first (and last) time I got my new car serviced at Ford I was treated very unfairly and when I called HO to follow it up they said they 'generally only take action if it happens on a regular basis'.

Go figure.......

[Grippy]

Those results dont surprise me about Mazda, the girlfriend bought a brand new Mazda 3 late last year, great sales and on going service

[FNQracing]

Yep, Ford stink at service so bad I'll never walk through the doors of a Ford service center even if it was free.

On the other hand, our Mazda 2 always visits the local Mazda dealership and the service is top shelf. Probably helps that Mazda's are actually more reliable in the first place.

[vztrt]

What I find interesting is that Ford have improved from the last report to just be under the industry average (see link below) from being in the toilet. This is hopefully an indication that they are working on improving their service.

http://www.goauto.com.au/mellor/mell...2575C90009DE4A

[vztrt]

Mazda first for service

http://www.goauto.com.au/mellor/mell...2577C8001315CE

Japanese brands top JD Power’s first vehicle service survey in Australia

26 October 2010

By MARTON PETTENDY

MAZDA has emerged as the standout performer in the first survey of aftersales customer service satisfaction done in Australia by respected global marketing information company JD Power.

The booming Japanese brand was the only vehicle brand to score more than 800 out of a maximum 1000 points in JD Power’s inaugural Australian vehicle service satisfaction survey.

Mazda (806 points), Toyota (800), Honda (798) and Subaru (790) were the only brands to place above the industry average of 786 points.

The results are based on responses from more than 4550 owners of 25 different makes who had their vehicles serviced at authorised service centres between July 2009 and August 2010.

JD Power Asia Pacific’s 2010 Australia Customer Service Index (CSI) Study measures new-vehicle owner satisfaction with the aftersales service process by examining authorised dealership performance in five factors.

In order of weighting, they are: service quality (25 per cent), vehicle pick-up (20 per cent), service advisor (20 per cent), service initiation (18 per cent) and service facility (17 per cent).

While some volume-selling Japanese brands starred, the study also found that nearly one in 10 new-vehicle owners in Australia said repair and maintenance service was not completed correctly the first time. Overall, nine per cent of respondents said their dealer failed to service their car properly the first time.

When it came to repair work, a surprising 19 per cent said their vehicle was not fixed correctly.

JD Power Asia Pacific’s Singapore-based executive director Mohit Arora said that having repair or maintenance work done correctly the first time had a significant impact on a customer’s satisfaction with dealer services.

Satisfaction among customers whose service work was not done correctly the first time was 186 points lower, on average, than that of customers whose service was done right the first time, said JD Power.

“New-vehicle owners in Australia hold dealerships to high standards for service quality,” said Mr Arora. “Service quality is a key component of the overall service satisfaction, and providing high-quality service may help dealerships strengthen perceptions of the value they provide.

“Customers in Australia are particularly sensitive to problems experienced at vehicle delivery. The initial quality of a vehicle has significant influence on customer perceptions of the brand and dealership throughout the ownership period.”

Mazda, which was also named by JD Power as the most satisfying brand among Australian new-vehicle owners for the second consecutive year in 2009, was rated the highest of 12 brands ranked in the aftersales study after performing particularly well in the service initiation and service advisor factors.

Mazda Australia has focused on customer (and dealer) satisfaction since the days of previous managing director Malcolm Gough, when the brand had a dearth of exciting new models.

The market share of the Australian subsidiary, which Mazda Motor Corporation says conducts “industry-best practice”, is the second-largest in the Mazda world behind Israel.

“Mazda demonstrates strong performance in each of the factors that drive satisfaction, as well as in several key activities that have a positive effect on satisfaction,” said Mr Arora. “These activities include providing post-service communications such as explanations of work and charges, and having vehicles ready when promised.”

In contrast, brands deemed to have delivered below-average aftersales service included Ford (785 points), Nissan and Volkswagen (780), Mitsubishi (777), Hyundai (774), Holden (768), Kia (747) and Suzuki (743).

A number of other brands were included in the study but not ranked due to their small sample size, including Audi, BMW, Citroen, Chrysler, Jaguar, Jeep, Land Rover, Lexus, Mercedes-Benz, Peugeot, Renault, Saab and Volvo.

According to JD Power, service satisfaction levels have a strong impact on customer advocacy and loyalty rates, with about 87 per cent of highly satisfied customers (those with service satisfaction scores averaging above 899) saying they “definitely would” revisit their dealership for paid service work.

Conversely, only 10 per cent of dissatisfied customers (those with satisfaction scores averaging 700 and lower) said the same.

Similarly, while 60 per cent of highly satisfied customers said they “definitely would” repurchase their vehicle brand, only 21 per cent of highly dissatisfied customers said the same.

The JD Power study found that one in 10 service customers in Australia reported having experienced at least one problem with their new vehicle at delivery.

Among those customers, satisfaction with dealer service averages 56 points below the industry average, while 47 per cent of those customers said they were “disappointed” with the operating costs of their vehicle.

Some 60 per cent of those surveyed said the convenience of its location was the main reason for choosing an authorised dealer for their most recent service visit.

Other popular reasons were because they bought their vehicle there (49 per cent), reliability of service (46 per cent), qualified mechanics (42 per cent), warranty (39 per cent), authorised parts (39 per cent), speedy service (33 per cent), past experience (32 per cent), open on convenient days/hours (25 per cent), competitive/good price (19 per cent), free service (nine per cent), recommendations from family/friends (seven per cent) and that they knew someone at the dealership (four per cent).

In terms of vehicle problems at delivery, Ford topped the JD Power survey with 18 per cent of respondents claiming they had an issue, followed by Kia (15 per cent), Holden (14 per cent), Volkswagen (12 per cent), Mitsubishi (10 per cent), Hyundai, Nissan and Subaru (nine per cent), Honda, Suzuki and Toyota (seven per cent) and Mazda (six per cent).

Ninety-five per cent of Honda and Toyota owners surveyed said work on their vehicle was completed correctly the first time, followed by Mazda and Hyundai (93 per cent), Nissan, Subaru and Suzuki (92 per cent), Kia and Mitsubishi (90 per cent), Ford (89 per cent), Holden and Volkswagen (88 per cent).

[Fordman]

Ford's just about on par with industry average, i rekon they wouldnt be displeased with that. - no doubt in my mind it could be better though.

This part below is more worrying, yet unsuprising, except i didnt think VW would be up there.

"Ford topped the JD Power survey with 18 per cent of respondents claiming they had an issue, followed by Kia (15 per cent), Holden (14 per cent), Volkswagen (12 per cent)"

[uranium_death]

Given the media coverage and feedback here, I am genuinely surprised that Ford ranks around the industry average.

[Joe5619]

Personally I'm not surprise to see Ford so high in the ranking.. 5th best!! I've only ever bought one new Ford & that was 10 months ago & I've been very happy with Ford customer service (post sale).. There seems to be alot of poeple with negative comments about Ford service on this website.. Yet I bet they haven't bought a new Ford for a long time to know what it is really like today!!

Good work Ford, now for the number 1 spot next year!!

[4Vman]

Having bought 2 new Mazdas and 2 new Fords in the past 4 years id rank my "buying a car" Ford dealer experience above both the Mazda experiences...

Mazda were good though, no complaints about them at all, they just didnt quite have the polish that Ford did....

The first Mazda dealer's servide dept on the other hand were a disgrace....

[dannyhilton]

The way Mazda treat you like a human being, their sales team (the ones I have encountered) have an extensive knowledge about their cars, and kind, courteous and not overbearing. But I believe it's their after sales service that shines through, my pop has a Mazda 3 and a Ford Courier. Mazda are much better.

It seems to be a real element Ford can't grasp here. There are a few dealers that excel, but they are outnumbered by horrid Ford dealers who have no concept of service. If Ford want to take Australia serious, they need to start monitoring these troublesome dealers and start some kind of disciplinary action against them. Like others, complainants at current fall on deaf ears. It's a shame because it gives the good dealers a shocking name...

[wrongwaynorris]

Like a few people have said really not surprised by this , we've had nothing but exemplary service from West End Mazda when we bought the missus's Premacy and ever since . That said though after having bought many Fords and 26 years dealing with Sinclair Ford they have rarely ever dissapointed either . I think Ford are to be commended as they were in the crapper in the last survey I saw so obviously something is going on behind the scenes . Does'nt hurt to be ranked above the Evil Empire either .

[The Snout]

Not going to turn it around in 1 year but a good improvement.

Ford just need to turn it around just like other Jap brands have turned their image around. No magic, just commitment and time.

[g220ba]

Having worked in a rather large well known Mazda dealer in Melbourne for 3 years i don't really understand these results. The other companies must be terrible with some of the things i'd seen at my time there.

The treatment of some of the cars by the service staff was pretty scary at times. The level of respect was nil and the phrase "not my car i don't care" was used quite alot. The place was also full of international students only there to gain a permanent visa. I never really had much contact with the sales staff other than seeing them thrash brand new MPS vehicles around the block as soon as they arrived.

Having said all that i've only really had experience with one other dealership, that being a ford dealer and that wasn't really that great.

[4Vman]

Originally Posted by 84ltd

Having worked in a rather large well known Mazda dealer in Melbourne for 3 years i don't really understand these results. The other companies must be terrible with some of the things i'd seen at my time there.

The treatment of some of the cars by the service staff was pretty scary at times. The level of respect was nil and the phrase "not my car i don't care" was used quite alot. The place was also full of international students only there to gain a permanent visa. I never really had much contact with the sales staff other than seeing them thrash brand new MPS vehicles around the block as soon as they arrived.

Having said all that i've only really had experience with one other dealership, that being a ford dealer and that wasn't really that great.

I bet i know which dealership you mean too.. We had stuff stolen from our car at a Mazda dealership during a service and at the next service were charged for wiper blades and a wheel balance when neither happened..... We will NEVER go near that dealer ever again..

[g220ba]

Originally Posted by 4Vman

I bet i know which dealership you mean too.. We had stuff stolen from our car at a Mazda dealership during a service and at the next service were charged for wiper blades and a wheel balance when neither happened..... We will NEVER go near that dealer ever again..

If it is infact the same dealer i would never recommend anyone go there. I wouldn't be surprised with what you've posted.

[InTrail]

I've dealt with 5 Mazda dealers for after sales service (3 in Melbourne, 2 in Qld), and they've all been just as disappointing as most of the Ford dealers I've had experience with.

I suppose with only 4550 surveys, I've got less than 0.5% chance of being asked my opinion.

[FPV GTHO]

That industry average looks abit high to my eyes. If those numbers on the graph for the 12 brands are what they used, ive got it at a 9348pt aggregate which would be an average score of 779.

[BigBlue]

Originally Posted by Pedro

Ford (and Holden) just doesn’t seem to be able to grasp the importance of service.

Sad to say but very true.

Selling the car is only part of the deal.
Keeping the customer they worked so hard to get is also important.

Peter.

[cjf]

The service might be good but you certainly pay for it. My wife's Mazda 3 cost $380 for its first log book service at the dealership ,I have refused to go back , it is now serviced by a local independent mechanical shop where our son has worked costs $135 per same service,its now at 30,000 km.
That's a correct log book service and the guy had worked for the Mazda dealer for 12 years before going out on his own. Service & price are both relevant.

[Corzza]

They are pretty good.

My missus has a new mazda 2 and they follow up with her after the service. Go though all the things they carried out and if there is any issue straight back in to get it sorted