JD Power has compiled a rating of customer service quality when buying a car

The consulting company JDPower has published an annual index of consumer satisfaction from purchasing cars in the United States - Sales Satisfaction Index (SSI). According to the study, Mercedes-Benz buyers in the premium segment and Mini buyers in the mass market remain the most satisfied with the services of dealerships when purchasing.

Consulting company JDPower has released its annual study 2014 US Sales Satisfaction Index (SSI) on the degree of consumer satisfaction from purchasing cars in the United States for 2014. According to this study, Mercedes-Benz buyers were the most satisfied among luxury brands, and among the mass market , Mini buyers were the most satisfied. In addition, it has been found that sales growth in dealerships is increasingly influenced by the presence of subject matter experts who can explain to customers how the complex technologies that are increasingly equipped in modern cars work.

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Overall, according to the study, US car buyer satisfaction rose 13 points in 2014 to 686 points compared to 673 points last year (on a 1,000-point scale). In the premium segment, Mercedes-Benz cars are in first place in terms of customer satisfaction from the purchasing process: at the same time, the SSI indicator for this brand over the year increased more than that of other luxury brands - by 33 points and amounted to 761 points. In the mass market, for the fifth year in a row, the Mini brand is leading with 727 points (plus 9 points since 2013). At the same time, the maximum growth in the middle price segment was shown by Buick, which was in ninth place, adding 32 points.

Satisfaction with service at dealerships has been positively impacted by the fact that dealers are increasingly hiring technicians in addition to regular salespeople. In the automotive industry as a whole, 15% of buyers noted that they received help from both a salesperson and a dedicated technical consultant when purchasing a car. This percentage is slightly higher among premium car buyers (19%). But regardless of segment, overall purchase satisfaction among customers who worked with both employees was higher than among those who were advised only by a salesperson (856 points versus 853 points for the premium class, 809 versus 806 points in the mid-price segment). Additionally, when service is provided by both a salesperson and a technician, a higher percentage of customers who successfully connected their smartphone to the car's Bluetooth system (79% vs. 76% of customers who worked with only a salesperson) were taught how to use navigation (84% vs. 82%). %) and communication system (88% vs. 86%).

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The study also found that customers enjoy the purchasing process more if a specialist shows them all the payment and pricing information on a tablet or computer screen. In this case, the satisfaction rate is 827 points versus 805 points for those customers who receive printed pricing information, 774 points orally, and 764 points handwritten. In general, for the year, the frequency of use of tablets and PCs by staff to demonstrate payment information to clients increased to 22% from 18% in 2013.

Now in its 28th year, the JDPower study measures satisfaction with the purchasing experience among new car owners based on four factors: transaction process, salesperson experience, delivery and convenience. In addition, the experience of those customers who returned a vehicle to the dealer some time after purchase is assessed based on criteria such as salesperson performance, affordability of price, quality of negotiations with the dealer, variety of spare parts and convenience. The 2014 study surveyed 29,805 buyers who purchased or leased a new car in April or May 2014.

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American buyers like to shop at Mercedes and Mini showrooms