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Saturn takes top honors in CSI with dealer service: J.D. Power study

November 24, 2010

For the first time since 1986, a non-luxury nameplate- Saturn-ranks highest in customer satisfaction with dealer service, according to a J.D. Power and Associates study released July 10. The 2002 Customer Service Index Study indicates Saturn's strength lies in its strong performance on routine maintenance, where it earns the highest score in the study, significantly above all other makes, luxury or non-luxury.

Nearly two-thirds of Saturn service is routine maintenancerelated; the industry average is 55 percent. "The overall strength of Saturn's customer satisfaction is a result of 'white glove' treatment, with easy service appointments, friendly interaction with service personnel and a strong emphasis on consideration for the timely treatment of customers," said John Harbicht of J.D. Power. "Saturn owners are intensely loyal to their dealers."

The study indicates that 77 percent of spending on routine service and repair by Saturn owners is conducted at the dealership- much higher than the non-luxury average of 64 percent. While less than half of non-luxury owners intend to return to their dealers for customer-paid work, 61 percent of Saturn owners intend to do so. With marked improvement in service facility ratings compared to 2001, Infiniti follows Saturn in the ranking. Infiniti customers rate their routine maintenance and repair service exceptionally well. After securing the top position in CSI for the past five years (and nine of the previous 11 years), Lexus ranks third in 2002.

"Although Lexus is not the top-ranked brand this year, its service quality evaluations and the ability to fix vehicles right the first time continue to be hallmarks of Lexus service," said Harbicht. With steady product quality improvements throughout the automotive industry, customers are visiting dealer service departments with fewer repairs needed. The reported mix of maintenance and repair events for the industry is now at 55 percent for routine maintenance and 45 percent for repairs- an 8 percentage-point shift since 1999, when the industry average was 47 percent maintenance and 53 percent repair.

Quality improvements also contribute to an industry trend of dealerships increasingly fixing vehicles right the first time. In 1990, only two-thirds of consumers said their repairs were resolved on the first visit. In 2002, that percentage has jumped to 85 percent. Much of this can be attributed to vehicle quality improvements, less difficult repairs and improved service processes designed by manufacturers. Recalls The study shows that even when recalls are necessary, they're not always perceived as negative experiences by consumers.

Not only are customer-reported incidences of recalls down from 21 percent in 2001 to 18 percent in 2002, but product recalls don't necessarily result in an erosion of customer satisfaction. "When handled properly, we're seeing that dealers can turn a recall into a positive experience that highlights good customer service," said Harbicht. "When parts are readily available for the recall repair, customers can easily get a service appointment and the work is done in a timely fashion, CSI scores do not suffer.

In fact, customers often have maintenance work performed during the recall visit, resulting in additional service dollars to the dealership." Free Maintenance Programs There is an ever-increasing trend among luxury-vehicle manufacturers to offer free maintenance programs. Customer- reported free maintenance for luxury makes has risen to 38 percent in 2002, up from 28 percent in 2001.

Superior treatment of these customers during the warranty can result in higher post-warranty service retention. Seventy-five percent of luxury-vehicle owners who benefit from free maintenance say they would return to the dealership for routine maintenance after their warranties expired, and 80 percent would return for repairs.