March 20, 2015
Jaguar C-X75
Most automakers have experienced the media scrutiny and consumer concern of vehicle recalls, but according to J.D. Power 2015 U.S. Customer Service Index Study, owner satisfaction is higher on a recall visit as compared to a repair visit.
Satisfaction among recall consumers is crucial for brands under careful watch by vehicle owners, competitors and media. Focusing on the overall escalation in consumer contentedness helps to negate the effects recalls may have on the brand.
"There are a couple factors at work, the manufacturers with the recall they do have the ability to manage them more than a normal repair," said Chris Sutton, vice president, U.S. automotive retail practice at J.D. Power.
"With a recall, to a degree, the management will be able to notify the customer and get parts available," he said. "It can be a little more of a managed process."
J.D. Power 2015 U.S. Customer Service Index Study is based on responses from more than 70,000 owners and lessees of 2010 to 2014 model-year vehicles. The study was conducted between November and December 2014. The study ranks brands on a 1,000 point scale.
Look at the numbers
The study includes an assessment several service categories, such as service initiation, service advisor, service facility, vehicle pick-up and service quality.
J.D. Power 2015 U.S. Customer Service Index Study found Jaguar to have the highest consumer delight of any auto brand. With a score of 789 for recall related work, the brand surpassed its 777 score from last year. Jaguar’s overall customer satisfaction was 877.
J.D. Power and Jaguar executives
Jaguar saw a slight decline in overall satisfaction this year, narrowing the gap of negative satisfaction between recall visits and overall.
This year, there is an 11-point gap between the contentedness of a recall visit and a non-recall visit. However, satisfaction is eight points higher among consumers with a recall visit than those with a repair visit.
Lexus followed Jaguar with an overall satisfaction rating of 879, and Audi was not far behind with 865.
Lexus NX
These brands reached higher scores because of their service options. Consumers are looking for an express lane, immediate service help.
Many brands have online service booking options, but most consumers are unaware of this option and make their appointment over the phone.
Consumers also are keen to work with the same service advisor as they have previously.
All suffer through
Most auto brands have suffered some sort of recall incident. The way in which the brands respond change the consumer’s reaction.
For instance, British automaker Aston Martin recently broadened its recall net due to a faulty throttle pedal, but the brand’s limited production lines and the seemingly quick-fix problem allow for a swift redressing of consumer concerns.
The 17,590 vehicles identified as jeopardized by the counterfeit plastic supplied by a Chinese company placed the brand under heightened scrutiny, but once the automaker amends the supply chain, consumers will likely trust that the situation is fully resolved. Opening a dialogue with consumers to explain the scope of the issue also helped Aston Martin overcome the setback (see story).
No driver likes to learn that his vehicle is at risk of combusting, especially if it is a new trophy car, but drivers of the 2014 Porsche 911 GT3 may find subsequent solace in the brand’s diligence.
Two 911 GT3′s sustained engine damage and then caught on fire, prompting the automaker to recall all 785 of the vehicles worldwide. The absence of injuries and the comparatively small recall number is unlikely to dent consumer confidence in the brand (see story).
"It definitely validates that if you manage the process effectively customers' reaction is pretty good," Mr. Sutton said. "There can be a challenge of capacity in a service department for a luxury maker that means balancing loner cars, getting their vehicle back washed, etc.
"[Luxury brands] are consistently looking to differentiate themselves through the customer experience," he said.
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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