The Philippines CSI Study, now in its sixth year, is independently Conducted by J.D. Power Asia Pacific to measure customer satisfaction with the aftersales service process. Overall customer satisfaction is measured by dealer performance in seven areas. In order of importance, they are: problems experienced, service quality, user-friendly service, service delivery, service advisor, service initiation and in-service experience.
The overall industry average CSI is 830 on a 1,000-point scale, a marginal improvement of 3 points from 2005. Three makes debut in the J.D. Power 2006 Philippines CSI Study: Chevrolet, Mazda and Hyundai.
Chevrolet achieves the highest overall index score of 850. It also sets the industry benchmark on five of the seven factors contributing to overall customer satisfaction: service quality, service advisor, service delivery, service initiation and user-friendly service.
Ford and Mazda, a newcomer to the market, follow Chevrolet in the ranking in a tie, each with a score of 842. Ford is the most improved make in the study with a 34-point increase compared to 2005. Ford's largest gains are seen on problems experienced and on in-service experience, for which it also records the highest ratings in the industry.
Toyota, which ranked highest in 2005, receives an index score of 835, three points behind Honda's score of 838. Toyota maintains its industry lead on problems experienced-the factor with the greatest impact on CSI.
The study also finds that customers who were notified they were due for a service and were contacted again after their service was completed, were considerably more satisfied than customers who were not contacted at all. Customers who are contacted both before and after their service rate their service dealer an average of 52 points above the industry average. In contrast, customers who were not contacted at all register an average score 12 points below the industry. Chevrolet and Ford perform particularly well in contacting customers both pre- and post-service.
"Simply getting in touch with the customer before and after performing the vehicle service goes a long way toward increasing customer satisfaction," said Gerrit Kuyntjes, managing director for J.D. Power Asia Pacific. "Currently, only six percent of customers report that they were contacted by their dealer on both occasions. Apart from focusing on services that are expected, customer satisfaction can also be improved by delivering services that are not commonly provided but tend to have a noticeable positive impact on customers. Customers who are satisfied with the dealer's service department are more likely to return to the dealer for service in the future and to repurchase another vehicle in the future."
The 2006 Philippines CSI Study is based on evaluations from more than 1,000 new-vehicle owners surveyed at 12 to 18 months of ownership and includes customers who purchased their personal-use vehicles between October 2004 and June 2005.