Mazda takes out J.D. Power 2018 Customer Service study

Mazda has consolidated its position as Australia’s best after-sales service, according to a new survey ranking customer satisfaction.

Findings from the J.D. Power 2018 Customer Service study this week re-affirmed Mazda’s position for the third-consecutive year.

The Japanese marque finished with 789 points out of a total 1000 to take out the annual survey, which uses respondents from 4586 owners who purchased their vehicles after March 2013.

Of the 12 other brands ranked in the mass market segment, Toyota finished second with a score of 783 and Nissan third with 779. At the other end of the scale, Ford, Volkswagen and Mitsubishi rounded out the bottom three.

The basic washing and vacuuming of a vehicle during a service went a long way to improving customer satisfaction, J.D. Power said. However, only 35 per cnet of customers had their vehicle returned washed and vacuumed.

Similarly, basic courtesy was another key to improving satisfaction. Nearly half of respondents (48 per cent) had their vehicle pointed out by dealership staff, while only 25 per cent were personally escorted to their vehicle via servicing; satisfaction improved markedly when customers were personally escorted.

This year, J.D Power stakeholders compared the user's experience when booking through a manufacturer website. In all, the survey found that customers who scheduled servicing using a manufacturer website ranked their experience 19 points higher on average than those who phoned or called into a dealership.

J.D. Power noted a clear opportunity for manufacturers to improve their online capabilities. Only 10 per cent of respondents used an online channel to book their servicing.

“Brands that have a strong online platform have the added advantage of engaging with their customers before they even walk into the dealership, offering an enhanced customer experience early on,” said Bruce Chellingworth, director and country manager J.D. Power Australia.

“Brands should not only actively communicate and promote the usage of the online channel, but also compliment their outreach by using offline tools for a smoother transition to the online platform and to ensure a cohesive customer experience. This becomes increasingly relevant as customers across all age groups, and not just from the younger demographic, are going online to book their service.”

2018 J.D Power Australia Customer Service Index Study

**Included in the study but not ranked due to small or insufficient sample sizes are Isuzu Ute, Jeep, Renault and Skoda.