Slight fall in automotive industry customer satisfaction

22nd Aug 2018

The automotive sector’s score fell 0.4 points between July 2017 and July 2018 to 79 (out of 100) in the latest UK Customer Satisfaction Index, published by The Institute of Customer Service last month. 

However average customer satisfaction in the sector remains relatively high, and it scored 1.1 points more than the UK all-sector score of 77.9.

The automotive sector was the seventh highest-scoring sector out of 13 for customer satisfaction.

The average Net Promoter Score in the sector has also increased by 1.2 points to 19.7.

Out of more than 30 metrics of customer satisfaction, customers rated the performance of the automotive sector lower than the all-sector average in just six areas. These included online check-out process and online on time delivery.

Just 9% of customers experienced a problem in the three months before the UKCSI survey – compared with 10.3% in July 2017 – a figure which is well below the all-sector average of 12.8%.

The number of customers with complaints fell from 8.3% in July 2017 to 7.1% in July 2018.

However, the number of experiences that were right first time dropped by 2.6% to 76.7%, a figure which was lower than the UK average.

Satisfaction with complaints handling remained constant over the period from July 2017 and July 2018 at 6.2 out of 10, which was above the all-sector average of 5.6.

Honda and Kia were the joint highest scoring organisations in the sector with a score of 81.8. Seat received the lowest score of 72.5 ¬ – down 4.3 points compared with last year’s results. 

Commenting on the latest UKCSI results, Institute CEO, Jo Causon said: “The stagnation in customer service levels should be of concern for the UK economy. This comes at a time when, just nine months from Brexit, we need more than ever before to show that Britain is a great place to do business with and in.

“Alongside tangible financial measures, trust, reputation and recommendation are crucial benefits of a deliberate and consistent focus on achieving high levels of customer satisfaction. The UKCSI shows that customers who give the highest ratings for customer satisfaction express strong levels of loyalty, which brands will need in difficult and unpredictable market conditions.”

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