(Caijian September 29, 2021) Consumer insight and market research agency JD Power (Junior) released the 2021 China after-sales service satisfaction research SM (CSI). The research shows that although more and more Chinese Car owners use digital methods to book after-sales repairs and maintenance, but their appointment experience is not satisfactory; car manufacturers and dealers need to further improve the digital service level and related supporting service capabilities.
J.D. Power China Service Satisfaction Study (CSI) has entered its 21st year. This study measures the satisfaction of car owners with a car ownership period of 13 to 48 months with their service experience at brand-authorized dealerships in the past 12 months. The car's after-sales service satisfaction score adopts a 1,000-point system. In 2021, the overall after-sales service satisfaction of China's auto industry is 759 points, which is an improvement of 12 points from 2020.
Research shows that the proportion of car owners who book the latest after-sales service through digital means has increased year by year, from 14% in 2018 to 27% this year, and the number of consumers who use telephone appointments has gradually decreased, from 59% in 2018 to 39%. In 2021, the most popular digital appointment methods used by surveyed consumers are WeChat official account appointments, website appointments, manufacturer's official vehicle APP appointments, and car-machine system appointments.
research also found that users’ digital appointment experience is not satisfactory. Taking the confirmation notice after making an appointment as an example, 62% of telephone appointment users said they can receive confirmation notice immediately, while only 42% and 37% of WeChat official account reservation users and manufacturer APP reservation users can immediately receive the confirmation notice. In addition, the percentage of users who can make appointments for the service time they want by phone is as high as 96%, while the percentages of users who make appointments through WeChat official accounts and manufacturer APPs are 92% and 89%, respectively.
The following are other findings of the study:
- The longer the car ownership period, the lower the satisfaction: The satisfaction of car owners for one to two years is 771 points, and the satisfaction of car owners for two to three years is slightly Low,The score is 755, while the satisfaction of car owners who have owned a car for three to four years drops to 727.
- Self-owned brand after-sales service satisfaction continues to improve, and the improvement of service facilities is particularly significant: In 2021, self-owned brand after-sales service satisfaction has improved by 15 points, from 739 points in 2020 to 754 points this year. Among the various satisfaction factors, the satisfaction of self-owned brand service facilities has improved the most compared to last year, an increase of 18 points. The improvement in satisfaction of self-owned brand service facilities is mainly due to the improvement of high-tech service facilities.
- Female users are more disgusted with sales, and professional service diagnosis suggestions can help improve their satisfaction: If the charging items in the service are not communicated in advance, the satisfaction of female car owners is 15 points lower than that of men. In addition, female users are more willing to obtain complete and professional diagnosis advice in the repair/maintenance process. If maintenance service personnel can take care of such needs, female user satisfaction will be significantly improved.
2021 China after-sales service satisfaction ranking:
Audi ranks first with 778 points in after-sales service satisfaction of luxury car brands, Land Rover ranks second with 776 points, Messiah Des - Mercedes-Benz (775 points) ranked third.
Dongfeng Yueda Kia and Guangqi Honda tied for No. 1 among mainstream car brands with 775 points.
Geely (770 points) ranked first in China's independent brands, and for the first time among the top three mainstream car brands. GAC Trumpchi (768 points) and MG (761 points) ranked second and third in the independent brands respectively.
JD Power's China After-sales Service Satisfaction Study (CSI) includes service appointments (weight 22%), reception and diagnosis (17%), service facilities (14%), service value (14%), and service quality (15%). %) and the service team (18%) including six factors to deliver a comprehensive analysis of user service experience and evaluation of customer satisfaction.
related links:
https://china.jdpower.com/
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