Is Your Dealership a Customer Service Champion?

By Mike Gorun

Ear­li­er this year, J.D. Pow­er and Asso­ciates released a report titled “Bey­ong Sat­is­fac­tion: J.D. Pow­er 2012 Cus­tomer Ser­vice Cham­pi­ons — Brands That Deliv­er Ser­vice Excel­lence to Max­i­mize Busi­ness Results”.  The report con­clud­ed that con­sumers pre­fer brands with excel­lent cus­tomer ser­vice and don’t always focus on the low­est price. Auto relat­ed brands iden­ti­fied as “Cham­pi­ons” include Cadil­lac, Jaguar, Lexus and MINI.

Why is cus­tomer sat­is­fac­tion impor­tant? J.D. Pow­er finds a very strong link between lev­els of cus­tomer sat­is­fac­tion and lev­els of cus­tomer rec­om­men­da­tion and intent to repur­chase. The report also finds that brands that pro­vide excep­tion­al cus­tomer ser­vice tend to con­sis­tent­ly employ these spe­cif­ic prac­tices:

1. Hir­ing the right peo­ple and empow­er­ing them with the best process­es, as well as the abil­i­ty and author­i­ty to make judg­ment calls to resolve issues on behalf of cus­tomers.

2. Under­stand­ing their cus­tomers and offer­ing the right prod­ucts through the right chan­nelsin ways that tru­ly res­onate with them.

3. Being con­sis­tent in brandin­gand deliv­ery of the ser­vice expe­ri­ence, par­tic­u­lar­ly across var­i­ous chan­nels and cus­tomer touch points.

For more infor­ma­tion on the J.D. Pow­er and Asso­ciates report, you can down­load the “Beyond Sat­is­fac­tion report here.

Mike Gorun is pres­i­dent Per­for­mance Loy­al­ty Group, Inc. Click here to read this arti­cle in its entire­ty.




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