JD Power car repair and maintenance CSI study highlights risk of redo, lack of quick home
Repairing a vehicle correctly the first time increases customer satisfaction by 230 points with full-service auto repair and maintenance companies, JD Power reported earlier this month.
“Getting the job right the first time is the most important key performance indicator (KPI) for increasing customer satisfaction,” the researcher wrote in a press release on Jan. 14.
This satisfaction statistic and similar data from JD Power on oil change and tire replacement companies all apply to the automotive service and repair industry. But the results and other information from the 2021 US Aftermarket Service Index (ASI) study could also be useful for body shops.
“Even though many Americans have cut back on trips due to the pandemic, many still need auto service and their service expectations remain high,” said Timothy Gravelle, senior director of scientific research at SurveyMonkey, JD Power employee, in a January 14 press release. “This research confirms that quality work done quickly, clearly explained, at a fair price, and delivered with excellent customer service is what leads to customer satisfaction among American drivers.”
The study involved 8,148 vehicle owners and was conducted between July and October 2020.
JD Power has found that a tire replacement store that gets the job done right increases customer satisfaction by 184 points on average. On a “quick drain” job, correct work increases satisfaction by 223 points. (JD Power uses a 1000 point scale.)
In 2015, JD Power reported that auto body customers rated quality as their most important factor in collision repairs, ahead of even Speed # 2. These customer reviews led JD Power to rate quality at 24. percent of this year’s repair satisfaction score and speed at 18 percent.
An auto repairman can also annoy a customer by making them wait before greeting them, JD Power reported.
“(A) among customers in each segment who report waiting three minutes or more, which ranges from 27% to 39%, satisfaction scores decrease to as much as 219 points,” wrote JD Power.
This one could be a handy fruit for all three segments and maybe even for body shops given those high percentages.
JD Power said 53% of quick oil change customers were “greeted immediately”. The other two segments couldn’t produce that speed even half the time: 42% of full-service repair shops and 34% of tire shops immediately welcomed the customer.
“One in 10 customers wait more than five minutes before talking to someone at a service center,” Chris Sutton, JD Power vice president of automotive retail, said in a statement. “Seeing how the pandemic has affected the volume of service, it’s really important to do a great job with customers coming through the door. Not being recognized can make clients feel like their time is not valued. After-sales service providers need to ensure that someone is available to greet customers when they arrive, even if it’s just saying “hello”. Otherwise, they run the risk of losing business in return.
Another interesting detail in the new research on mechanical maintenance and repair raises interesting questions about severity, customer education, and out-of-pocket collision repair costs.
“Satisfaction is highest in all three segments among clients who receive referrals for – and accept – additional work,” JD Power wrote.
Satisfaction was highest among full service maintenance and repair customers (804 points) who accepted their workshop recommendations; these consumers spent an average of $ 564. (The dollar value includes the final repair bill, not just the recommended additional operations.) Quick oil change customers have an average satisfaction rating of 782 and spent an average of $ 252, and tire replacement customers have reported an average satisfaction of 766 and spent $ 838. All of these satisfaction averages for customers who acted on the advice of the store exceed the overall CSI averages across all three segments.
“Suggesting extra work can be a real test of confidence,” Sutton said in a statement. “Coming up as pushy or recommending work that is perceived to be unnecessary can negatively affect satisfaction, but downplaying the importance of potentially important work can lead to a missed opportunity or even create safety concerns. It is essential that service personnel are able to justify their recommendations.“
JD Power’s press release mentioned two other things that can contribute to the satisfaction of a mechanical repair and maintenance shop and might be fairly easy to implement in a body shop.
Call the customer: JD Power linked calls to customers after repair or service to a potential 23 point increase in satisfaction.
Clean up your store: If an auto service or repair center “is cleaner than customers expect,” satisfaction jumps to between 30 and 42 points, said JD Power. The company observed that cleanliness was something “that customers have become very aware of since the start of the pandemic.”
JD Power estimated that full-service facilities are only clean enough 30% of the time, tire shops reach this metric 29% of the time, and oil change sites reach it 25% of the time.
“Simple things, like explaining the facility’s cleaning protocols to guests, can make the difference between whether they voluntarily consider returning for future business or recommend it to others,” Sutton said in a statement. “After-sales service providers need to pay special attention to simple actions that can improve the customer experience. “
Finally, for those of you who do full-service mechanical work in-house, here’s how the satisfaction of some of your competitive chains looks like compared to the industry average:
“The immediate reception of customers plays a key role in the satisfaction of the after-sales service, according to JD Power”
JD Power, January 14, 2021
Repairing a vehicle correctly the first time increases customer satisfaction with full-service auto repair and maintenance companies by 230 points, JD Power found in its US Aftermarket Service Index (ASI) study. (gpointstudio / iStock)
Customer satisfaction can drop if an auto repairer lets a consumer wait three minutes or more before greeting them. (Hispanic / iStock)
Customer satisfaction scores from various full-service mechanical maintenance and repair chains can be seen here in this data from the JD Power 2021 US Aftermarket Service Index (ASI) study. (Provided by JD Power)