Car makers need to improve technology choices to attract younger buyers

Survey shows that car dealers who provide online and smartphone communication methods have a higher customer satisfaction rating among younger car owners...

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Claire Evans
04 August 2017

Owners who booked car servicing via text message or an app were the most satisfied with their dealership, according to the findings of the latest JD Power UK Customer Service survey.

In addition, dealerships that offer customers free wi-fi access and the use of computers, tablets and workspaces to plug in personal devices were also rated higher than those that do not provide these amenities.

“Car dealers who aren’t prioritising technology options are missing out on an opportunity to connect with a younger generation of customers,” said Mark Lendrich, head of research at JD Power Europe.

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Dealerships need to work harder to provide customers with good internet access, though, because only 56% found it very easy to connect to their dealer’s network. Those who found it very easy to access the wi-fi expressed a much higher level of satisfaction. This means dealers need to make the process of logging on to wi-fi easier by posting instructions and passwords in waiting rooms and making networks easily identifiable.

However, traditional methods of booking a service aren’t obsolete, with 66% of customers stating that they still prefer to book a service over the phone.

Car makers need to improve technology choices to attract younger buyers

When it comes to servicing satisfaction by brand, the best premium car maker is Land Rover, followed by BMW and Volvo. The highest-ranked mainstream company is Mazda, with Toyota in second place, followed by Mini, Hyundai and Honda.

Car makers need to improve technology choices to attract younger buyers

Now in its third year, the JD Power Customer Service study measures satisfaction in five areas: service quality, service initiation, service advisor, vehicle pick-up and service facility.

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