Mazda WINS First JD Power Survey in Australia
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http://www.goauto.com.au/mellor/mell...2577C8001315CE Japanese brands top JD Power’s first vehicle service survey in Australia MAZDA has emerged as the standout performer in the first survey of aftersales customer service satisfaction conducted in Australia by respected global marketing information company JD Power. The booming Japanese brand was the only vehicle brand to score more than 800 out of a maximum 1000 points in JD Power’s inaugural Australian vehicle service satisfaction survey. Mazda (806 points), Toyota (800), Honda (798) and Subaru (790) were the only brands to place above the industry average of 786 points. The results are based on responses from more than 4550 owners of 25 different makes who had their vehicles serviced at authorised service centres between July 2009 and August 2010. JD Power Asia Pacific’s 2010 Australia Customer Service Index (CSI) Study measures new-vehicle owner satisfaction with the aftersales service process by examining authorised dealership performance in five factors. In order of weighting, they are: service quality (25 per cent), vehicle pick-up (20 per cent), service advisor (20 per cent), service initiation (18 per cent) and service facility (17 per cent). While some volume-selling Japanese brands starred, the study also found that nearly one in 10 new-vehicle owners in Australia said repair and maintenance service was not completed correctly the first time. Overall, nine per cent of respondents said their dealer failed to service their car properly the first time. When it came to repair work, a surprising 19 per cent said their vehicle was not fixed correctly. JD Power Asia Pacific’s Singapore based executive director Mohit Arora said that having repair or maintenance work performed correctly the first time has a significant impact on a customer’s satisfaction with dealer services. Satisfaction among customers whose service work was not performed correctly the first time was 186 points lower, on average, than that of customers whose service was done right the first time, said JD Power “New-vehicle owners in Australia hold dealerships to high standards for service quality,” said Mr Arora. “Service quality is a key component of the overall service satisfaction, and providing high-quality service may help dealerships strengthen perceptions of the value they provide. “Customers in Australia are particularly sensitive to problems experienced at vehicle delivery. The initial quality of a vehicle has significant influence on customer perceptions of the brand and dealership throughout the ownership period.” Mazda, which was also named by JD Power as the most satisfying brand among Australian new-vehicle owners for the second consecutive year in 2009, was rated the highest of 12 brands ranked in the aftersales study after performing particularly well in the service initiation and service advisor factors. Mazda Australia has focused on customer (and dealer) satisfaction since the days of previous managing director Malcolm Gough, when the brand had a dearth of exciting new models. The market share of the Australian subsidiary, which Mazda Motor Corporation says conducts “industry best practice”, is the second-largest in the Mazda world behind Israel. “Mazda demonstrates strong performance in each of the factors that drive satisfaction, as well as in several key activities that have a positive effect on satisfaction,” said Mr Arora. “These activities include providing post-service communications such as explanations of work and charges, and having vehicles ready when promised.” In contrast, brands deemed to have delivered below-average aftersales service included Ford (785 points), Nissan and Volkswagen (780), Mitsubishi (777), Hyundai (774), Holden (768), Kia (747) and Suzuki (743). A number of other brands were included in the study but not ranked due to their small sample size, including Audi, BMW, Citroen, Chrysler, Jaguar, Jeep, Land Rover, Lexus, Mercedes, Peugeot, Renault, Saab and Volvo. According to JD Power, service satisfaction levels have a strong impact on customer advocacy and loyalty rates, with about 87 per cent of highly satisfied customers (those with service satisfaction scores averaging above 899) saying they “definitely would” revisit their dealership for paid service work. Conversely, only 10 per cent of dissatisfied customers (those with satisfaction scores averaging 700 and lower) said the same. Similarly, while 60 per cent of highly satisfied customers said they “definitely would” repurchase their vehicle brand, only 21 per cent of highly dissatisfied customers said the same. The JD Power study found that one in 10 service customers in Australia reported having experienced at least one problem with their new vehicle at delivery. Among those customers, satisfaction with dealer service averages 56 points below the industry average, while 47 per cent of those customers said they were “disappointed” with the operating costs of their vehicle. Some 60 per cent of those surveyed said the convenience of its location was the main reason for choosing an authorised dealer for their most recent service visit. Other popular reasons were because they bought their vehicle there (49 per cent), reliability of service (46 per cent), qualified mechanics (42 per cent), warranty (39 per cent), authorised parts (39 per cent), speedy service (33 per cent), past experience (32 per cent), open on convenient days/hours (25 per cent), competitive/good price (19 per cent), free service (nine per cent), recommendations from family/friends (seven per cent) and that they knew someone at the dealership (four per cent). In terms of vehicle problems at delivery, Ford topped the JD Power survey with 18 per cent of respondents claiming they had an issue, followed by Kia (15 per cent), Holden (14 per cent), Volkswagen (12 per cent), Mitsubishi (10 per cent), Hyundai, Nissan and Subaru (nine per cent), Honda, Suzuki and Toyota (seven per cent) and Mazda (six per cent). Ninety-five per cent of Honda and Toyota owners surveyed said work on their vehicle was completed correctly the first time, followed by Mazda and Hyundai (93 per cent), Nissan, Subaru and Suzuki (92 per cent), Kia and Mitsubishi (90 per cent), Ford (89 per cent), Holden and Volkswagen (88 per cent). Source..GoAuto |
NOW...Lets see.., that is Mazda won, JD Powers first Survey in Germany, and now Australia...
What does that tell you?? |
That Mr. JD loves his Mazda :)
Reading the article, the biggest thing that jumps out at me is how many big brands were not ranked due to sample size. It puts the entire results under suspicion imo. |
The market share of those brands are so small here they 'fly under the radar' so to speak..
Apart from Audi, BMW and MB, the others would not even make 0.4% of the market here..at a guess.. |
Well, I guess it makes sense. My 8's engine has lasted longer than my Corolla's engine did.
Mazda is clearly more reliable than Toyota. |
It goes to show just HOW BAD the US (N American) Mazda Dealer network is..
And I do not subscribe to the Mazda brand as being Low Rent or like a KIA or Hyundai. Koreans car are OK, but they just do not compare with Mazda's chassis and suspension dynamics.. ALL Mazda's are great to drive and stop.. I am not the only one who thinks so.;) |
:)
I think one of the bigger issues with Mazda's dealer network over here is the hiring base. It's hard for me to articulate exactly what I mean. Whether service advisors, technicians, or higher, they are all shared between the various manufacturers, and there seems to be little motivation or desire for anyone to stick with one brand and truly learn it, the customers, and the cars. I don't know if it is the same elsewhere in the world, but it doesn't seem like it. Cars are appliances to most of the US population, and that doesn't really change when you get to the people that work on cars for a living. Granted, there are exceptions as always, but there are plenty of advisors and techs which have the EXACT same mentality about working on cars as HVAC mechanics feel about working on a home's central air system. Or a dishwasher repair man. Etc... They enjoy wrenching on something mechanical, but they still fail to truly appreciate the cars they work on, and what more they can become. |
Originally Posted by RIWWP
(Post 3761880)
:)
I think one of the bigger issues with Mazda's dealer network over here is the hiring base. It's hard for me to articulate exactly what I mean. Whether service advisors, technicians, or higher, they are all shared between the various manufacturers, and there seems to be little motivation or desire for anyone to stick with one brand and truly learn it, the customers, and the cars. I don't know if it is the same elsewhere in the world, but it doesn't seem like it. Cars are appliances to most of the US population, and that doesn't really change when you get to the people that work on cars for a living. Granted, there are exceptions as always, but there are plenty of advisors and techs which have the EXACT same mentality about working on cars as HVAC mechanics feel about working on a home's central air system. Or a dishwasher repair man. Etc... They enjoy wrenching on something mechanical, but they still fail to truly appreciate the cars they work on, and what more they can become. Had to laugh though, my home HVAC guy is an HVAC guy. Working with him to put in my new system, he kept a running monologue on about every aspect of the technology and the business. First time it got cold, he "happened to be in the neighborhood" and just stopped in to see how it was doing. When it got really cold (-10 deg C), he called again to check up. Same thing when it got really hot. You can guess where my repeat business is going (plus that of my neighbors). |
Well said Hi and RIWWP..
I am old school, as a Mazda Parts Manager I gave First Class Service, I had over 6000 different line items in stock, from heads to hoods and trunks, grilles and tail lights, and most of everything in between, for all Mazda models. All my customers continued to come back, why, because I had the parts in stock and because my staff were enthusiastic and stayed with me for many many years, so I must have been a reasonable boss...in fact one followed me to my next private venture in Retailing Records (music). To me "service" is everything, generally I don't mind paying more as long as I get the service I think I am entitled to, the service I gave to my customers. Some businesses just do not get it, and to be efficient it is not that hard, do it right the first time, saves you time, money and grief. Any multi franchise car dealership is a compromise, most of Australia's metro Mazda dealers are sole Mazda, with stand alone Showroom, Service and Parts, Mazda Australia insists this if you have a multi franchise business...if you won't do it you don't get the contract to sell new Mazda's. All showrooms must be Mazda corporate looking. Multi franchise Service and Parts departments just do not work. 1. You are asking too much of the staff. 2. How do you develop customer brand loyalty? |
Originally Posted by ASH8
(Post 3763164)
Any multi franchise car dealership is a compromise, most of Australia's metro Mazda dealers are sole Mazda, with stand alone Showroom, Service and Parts, Mazda Australia insists this if you have a multi franchise business...if you won't do it you don't get the contract to sell new Mazda's. All showrooms must be Mazda corporate looking. Multi franchise Service and Parts departments just do not work. 1. You are asking too much of the staff. 2. How do you develop customer brand loyalty? After seeing the difference in the knowledge level of the techs between the dealers that are multi-franchise and stand-alone, I will not bring my cars to a multi-franchise again. Granted, I do all my own work, it's enjoyable and I learn a bunch, in addition to saving money, but at least when I do have to deal with a dealer, I'd prefer a dealer that they stand a decent chance of knowing what they are talking about, than hoping there is a chance that they might have even seen my make and model at the other end of the bay. |
Originally Posted by ASH8
(Post 3763164)
2. How do you develop customer brand loyalty?
they need to satisfy a customer who likes "special" cars, different to many others...points are -"fun to drive" factor -innovative design IMHO. |
Originally Posted by MattMPS
(Post 3763199)
for me this is a BIG problem for Mazda because is a small cap...they don't have a lineup of a lot of models like VW, or Toyota &Co.....if your needs are changin' with big Brand you'll find the right car for you...
they need to satisfy a customer who likes "special" cars, different to many others...points are -"fun to drive" factor -innovative design IMHO. Unfortunately Mazda Europe works exactly like MNAO and we could only wish we had a japanese or australian like service dept :) |
Originally Posted by bse50
(Post 3763206)
Unfortunately Mazda Europe works exactly like MNAO and we could only wish we had a japanese or australian like service dept :)
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Originally Posted by ASH8
(Post 3761832)
NOW...Lets see.., that is Mazda won, JD Powers first Survey in Germany, and now Australia...
What does that tell you?? |
Of course it's true!
It's the projected release date of the Turboed 16X powered Mazdaspeed RX-8! If that doesn't bring the world to an end, nothing will!!! |
Originally Posted by MattMPS
(Post 3763326)
in Germany or UK things are better than Italy....Austria for example is the best market (in terms of % of penetration) for Mazda Motor Europe since many years...Austrians love Mazda!
Mazda UK are the stand out there, they have been one of the great improver's. MNAO is just a TOTAL JOKE...PERIOD. ALL executives should be booted out, Big Jim included (CEO), and Jeremy Barnes...He is TERRIBLE in Publicity. These guys treat Mazda too much like a "good time to have fun" company....For themselves...IMO |
The service writer at my local multi-franchise dealer actually told me that his mechanics (except for one) hated working on rotaries! Not surprisingly, I've also never seen a new RX-8 on display, nor is there any reference to it in wall advertising and so on. It's doubtful however whether in this location or any other, that Mazda could or would, pull the franchise and award it to a single-brand dealer.
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and what do their mechanics have to work on? they never crack the engine open at the dealer. so the only thing the mechanics work on is all of the other systems which are identical to all of the other cars they work on. transmisson cooling exhaust, lighting , safety , brakes and suspension etc. what the hell are "they" complaining about?
seriously go ask the service writer "what exactly dont they like about "working on rotaries"? |
Originally Posted by zoom44
(Post 3764560)
and what do their mechanics have to work on? they never crack the engine open at the dealer. so the only thing the mechanics work on is all of the other systems which are identical to all of the other cars they work on. transmisson cooling exhaust, lighting , safety , brakes and suspension etc. what the hell are "they" complaining about?
seriously go ask the service writer "what exactly dont they like about "working on rotaries"? I'll not do any confrontations until my warranty is up in 2014; gotta play the nice guy until then. :sad: |
Only 5W20...;)
Australian owners handbooks for S1 and S2, says virtually ALL the Viscosity varieties can be used on the Renny 2 and Renny 1 down under. |
Came first you mean, it's a survey, not a competition :lol:
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