Customers expect quality service — and will say so
The way motor vehicle owners score brand experiences is changing
The traditional method of a customer responding to questions after having a vehicle serviced is changing. According to Patrick Busschau, business unit director at Ipsos SA, the move towards digital platforms has disrupted the way the industry gets feedback from customers. At the same time, digital has armed customers with more information and Busschau says the automotive industry is finding it challenging to keep up. Customers previously aired their satisfaction or dissatisfaction over vehicle service when contacted by a call centre operation such as that run by Ipsos. However, these days many take to social media or to platforms like HelloPeter and typically to complain rather to praise. How a customer interacts with a dealer is also changing. Busschau agrees that the concept of a motor dealer is going to change, with many vehicle makers implementing more virtual dealerships. Servicing a vehicle is changing with some companies offering seven days a week servicing and mobile servici...