Now in Las Vegas for the 2022 NADA Show, I clicked on their Show Twitter account to catch the latest news. Leading the way was a post highlighting that the long-running JD Power Survey has been updated with some new areas assessing customers’ experiences.
The Customer Service Index has been redesigned this year to include emerging features such as valet service, remote vehicle servicing and online/smartphone app payment options to gauge the effect these processes have on the service experience.
For me, it is one of those elegantly intelligent changes that can provide vital insight into changing customer demands. These additional insights can only help dealers develop their models to focus on new customer demands and help them and the supply channels create new solutions. These will be crucial as the dealer profit model evolves and focus on lifetime value builds.
It is also important to note that JD Power’s additions highlight the broadening role of aftersales in delighting those customers. As Chris Sutton, vice president of automotive retail at JD Power, observes in the accompanying press release,
“Dealer service departments are in a pivotal position to improve customer satisfaction and provide greater customer convenience.”
I agree absolutely with Chris’ thoughts.
