March 15, 2011
Lexus was voted No. 1 in customer service based on overall dealership experience, service initiation and quality of work, according to J.D. Power and Associates.
J.D. Power conducted its 2011 Customer Satisfaction Index Study where the luxury automaker was chosen because of its superior customer service when its customers went in for servicing. Approximately 96 percent of Lexus customers said that their vehicles were serviced correctly the first time they brought in the cars and that the brand does a great job with service quality in general.
“Consumers don’t really get a lot of experience with a car brand except when at the dealership, and besides when they first buy it, getting it serviced is the only other time that they need to go to the dealership,” said Jon Osborn, research director at J.D. Power and Associates, Westlake Village, CA.
“Dealerships are the face of companies, so they have to make sure that they deliver proper customer service so that customers can have the right attitude about a company,” he said. “When people buy an expensive vehicle, they expect the ownership experience to be at a very high standard.”
Lexus as No. 1
Lexus achieved an overall customer satisfaction index (CSI) score of 846 on a 1,000-point scale, 27 points above the segment average and the highest numerical score in the study, regardless of segment.
The Lexus brand also led in three of five measures in J.D. Power's CSI Study. Those areas include service initiation, service facility and service quality, according to J.D. Power.
“We are proud to be recognized by J.D. Power and our customers for our commitment to customer service, especially after the trials we have endured over the last 12 months,” said Al Smith, vice president of Lexus Customer Services, Torrance, CA. “The CSI No. 1 ranking is a testament of our dealers’ commitment to treating each customer the way they deserve to be treated.”
This year’s CSI study will be the 14th time that Lexus has been ranked No. 1, which is the most out of any brand.
The brand prides itself on its personalized and specific customer service, according to Lexus.
Satisfaction guaranteed
Lexus claims it ensures customer satisfaction both in and out of the dealership.
For example, the brand also offers support on its Facebook page.
Consumers are encouraged to post questions and concerns on the brand’s wall where customer service representatives will get back to them as soon as possible.
Customer service on Lexus' Facebook page
Customers are also encouraged to call Lexus' helpline, or seek service on the brand's Web site.
However, the dealership service is really what differentiates Lexus from its competitors.
J.D. Power’s Mr. Osborn explained that most car companies have their vehicles under warranty, which means that customers take their cars to get serviced at the brand’s dealerships.
It is important to note that when customers are not required to take their cars back to get serviced at the dealerships, they still return to the brand because of the service they had previously experienced.
“Great customer service means that customers also are more likely to stick with the brand when it comes time to buy another one,” Mr. Osborn said. “Both service retention and brand retention are linked with a high CSI experience.
“It’s good for any luxury brand to remain competitive in the marketplace from a financial point of view, and also beneficial for when it’s time for customers to buy another vehicle because they already know what the experience is like,” he said.
Final Take
J.D. Power and Associates' Jon Osborn talking about the 2011 Customer Service Index
Rachel Lamb is an editorial assistant at Luxury Daily. Reach her at rachel@napean.com.
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