Voice of the Customer

According to the Institute of Customer Service (ICS) trust in automotive companies has taken been damaged in the last 12 months.

More than a third of customers cited quality of goods and services as the nature of the problem – but 29.5% cited staff competence and 21.7% mentioned staff attitude.

Jo Causon, ICS chief executive, said: “The automotive sector is facing two challenges. The percentage of problems is increasing while a higher than average number of customers go on to report the problem.

“It is important to use the information supplied in this feedback to improve customer service delivery and ensure that not only the product is performing as expected, but employees have the right skills to deliver excellent service.”

“In this period of economic recovery it is tempting for organisations to focus on short term objectives.

“That being said a concerted effort must be made to deliver improving levels of service to provide clear differentiation in a very competitive sector.

“Leaders of automotive organisations must hold on to this initiative, maintain focus and champion customer service, which will in turn, help to ensure the UK remains a leader in the delivery of excellent customer service.”

“It is vital to do this because over the past 12 months the automotive sector has experienced a sharp decrease in satisfaction.

“This fall should act as a warning to focus even more on looking after customers. Our research shows that customer satisfaction is closely related measures of trust and loyalty and organisations with higher levels of customer satisfaction also receive on average higher levels of intent to remain a customer, repurchase and recommend.”

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