Now that Lewis Hamilton and
Nico Rosberg have done Mercedes-Benz proud (Lewis winning the 2014 F1 title and
Mercedes AMG team winning the Constructors title for 2014 in F1), it is time
for Indian customers to crown Mercedes-Benz in India. According to the 2014
India Customer Service Index (CSI) Luxury Brand Rankings of JD Power,
Mercedes-Benz has ranked highest in customer satisfaction with dealer service
among luxury brands with a score of 855. According to a JD Power press release,
Mercedes-Benz has performed particularly well in all factors. The 2014 India
Customer Service Index Study is based on responses from 257 vehicle owners in
the luxury segment who received delivery of their new vehicle between May 2012
and August 2013 and took their vehicle for service to an authorised dealer or
service centre between October 2013 and August 2014. The study was fielded
between May and August 2014.
The press release has
meanwhile stated that luxury vehicle sales in India have more than doubled in
the past year and the sales growth is creating challenges for the dealer
service departments to keep up with increased demand for maintenance and
The study, now in its 2nd
year, measures satisfaction among luxury vehicle owners who visit an authorised
dealership service centre for maintenance or repair work between the first 12
to 24 months of vehicle ownership. The study measures overall satisfaction in
five factors (listed in order of importance): service quality (43%); vehicle
pick-up (17%); service advisor (14%); service facility (14%); and service initiation
(11%). Overall customer satisfaction is measured on a 1,000-point scale, with a
higher score indicating higher satisfaction.
Luxury new-vehicle sales in
India have increased 112 percent to 35,541 units in 2014 from 16,804 units in
2013. As a result of the surge in new-vehicle sales, luxury vehicle
manufacturers’ workshops are finding it difficult to align their service levels
with customer expectations.
Overall luxury customer
satisfaction with their dealership service experience averages 843 in 2014, a
significant 33-point decline from 2013. Satisfaction drops in all factors in
2014 with the largest decrease of 36 points each in service initiation and
“With the increase in the
volume of luxury segment cars in India, there is inherent pressure being
exerted on the workshops’ infrastructure and processes,” said Mohit Arora,
executive director at J.D. Power Asia Pacific, Singapore. “The key to
maintaining a consistent performance will be the speed and adaptability with
which the automakers and their workshops align to this changing market
condition,” he added.
The study identified 22
service standards that enhance the overall customer service experience. Satisfaction among the 22 pc of luxury owners
who indicate all 22 service standards were met averages 890. When 21 or fewer service standards are
implemented, satisfaction falls to 849.
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