TVS Motor tops two-wheeler customer satisfaction study

TVS Motor Company, the country’s third largest two-wheeler maker by volumes, has been ranked ‘highest’ in the J D Power 2016 India Two-Wheeler Customer Service Index Study.

The Chennai-headquartered two-wheeler company has secured the top rating with the highest score in after-sales service.

The study measures overall satisfaction in five factors (listed in order of importance): vehicle pick-up (22 per cent); service advisor (21 per cent); service quality (20 per cent); service facility (19 per cent); and service initiation (18 per cent). Overall customer satisfaction is measured on a 1,000-point scale with a higher score indicating higher satisfaction.

TVS ranks highest in customer satisfaction with after-sales service with a score of 773, performing particularly well in all five factors. Suzuki (764) ranks second and Royal Enfield ranks third (758).

Overall customer satisfaction with two-wheeler after-sales service is 748. In the two-wheeler segment, the CSI (customer satisfaction index) score averages 755 for scooters and 745 for motorcycles.

The inaugural J D Power study measures customer satisfaction with the after-sales service experience at original equipment (OE) authorised service centres during the first 12-24 months of ownership.

Satisfaction with the service experience at an authorised network is driven by three after-sales service-related activities, including the charges incurred, quality of work done and on-time delivery after service.

According to the study, 25 per cent of customers are dissatisfied with these activities, underlining the need to improve on these services since there is a significant correlation between customers visiting an independent workshop and the experience at the authorised network.

“Given the high propensity of customers to visit independent workshops, it is critical for manufacturers and their authorised networks to develop a differentiated service experience, thus providing a compelling reason for customers to revisit,” said Mohit Arora, Executive Director at J.D. Power.

“Significant opportunities for improvement exist related to key customer expectations of quality, cost and time. Dealerships that are able to address these efficiently and engage customers are likely to benefit from increased service business,” he added.

Highly satisfied customers tend to have higher levels of advocacy and loyalty to the service dealer. Among highly satisfied customers (overall satisfaction scores of 857 or higher), 67 per cent say they “definitely would” recommend their service dealer to family and friends, while only 22 per cent of highly dissatisfied customers (scores of 667 or lower) say the same.

Additionally, 58 per cent of highly satisfied customers say they “definitely would” revisit their service dealer for post-warranty service, compared with only 21 per cent of highly dissatisfied customers, the study said.

The study is based on evaluations from 7,270 two-wheeler owners in 45 cities across India. These owners had purchased new two-wheelers between November 2013 and March 2015 and had a service experience within three months of evaluation. The study includes 10 two-wheeler makes and over 75 two-wheeler models and was fielded from November 2015 to March 2016.

The study comes on the back of significant competitive pressure faced by two-wheeler dealers in India from independent workshops that provide similar service as the original equipment (OE) authorised network.

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