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BMW India Tops Customer Service Satisfaction Index Among Luxury Brands
BMW India is the number one luxury car brand in the country this year when it comes to customer service satisfaction, according to J.D Power Asia Pacific 2013 Customer Service Satisfaction Index (CSI) Study. The study was based on ratings given by 238 luxury car owners who purchased vehicles between May 2011 and August 2012. The study was conducted between May and August 2013.
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The CSI Study found that, luxury car owners in India were the most pleased when their cars were returned from service within four hours. The study measured overall customer service satisfaction based on five factors (listed in order of importance): service quality; vehicle pick-up; service advisor; service facility; and service initiation. Points were awarded on a scale of 1,000, higher being better.
BMW India emerged as the clear winner, with a rating higher than the average rating of luxury cars in India. The same is clearly explained by in the bar chart above. Where BMW scored high was in the service advisor factor.
Mohit Arora, executive director, J.D. Power Asia Pacific explain: "Consumers pay a premium for a luxury vehicle, and with that price comes the expectation of a higher level of service from the dealer workshop. Dealers need to align their service processes with these needs or exceed customer expectations in order to further enhance their brand image."
"Additionally, luxury vehicle owners expect their dealerships to be proactive in all forms of communication. Luxury vehicle owners in India expect service advisors to keep them informed throughout the service process, beginning when they arrive at the dealership with an explanation of the work to be performed and an expectation of when it will be finished, to a thorough explanation after the service is completed. These activities are standard expectations among luxury customers which have a significant negative impact when they are not performed," says the J.D Power report.
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