This post examines the 1o auto dealers included in the 2012 Temkin Experience Ratings.
Chevrolet was the top rated auto dealer and the only one to receive a “good” customer experience rating, and 57th overall out of the 206 companies in the ratings. Three auto dealers were next in line with “okay” ratings: Toyota, BMW, and Honda. The remaining six auto dealers earned “poor” ratings with Kia falling to the bottom of the list.
The average rating for the overall auto industry placed it 14th among 18 industries, only outpacing health plans, Internet service providers, TV service providers, and computer makers.
Looking across the three components of the Temkin Experience Ratings, Toyota leads in functional experience and Dodge is at the bottom; Chevy and BMW lead in accessible experience and Hyundai is at the bottom; and Chevy leads in emotional experience and Kia is at the bottom.
Do you want to see the data? Go to the Temkin Ratings website where you can sort through all of the results for free. You can even purchase the underlying data if you want to get more access.
The bottom line: Chevy dealers are setting the CX pace in the auto industry
The American Customer Satisfaction Index (ACSI) just released its Q2 2008 report that covers the following sectors: Internet news & information, portals & search engines, automotive, electronics, major appliances, and personal computers. As I mentioned in a previous post about the ACSI, it’s a great research effort that doesn’t gets enough visibility.
Here are some highlights of the new data:
Ratings Of Firms
- Top rated: Toyota and BMW
- Top rated relative to industry average: Apple and Google
- Largest improvement (since last year): Google and Apple
- Lowest rated: AOL and HP
- Lowest rated relative to industry average: AOL, Chrysler Jeep, and Ask.com
- Largest decline (since last year): Whirlpool and HP
Ratings Of Industries
- Top rated: Electronics
- Largest improvement (since last year): Internet Portals & Search Engines
- Lowest rated: Personal Computers
- Largest decline (since last year): Major Appliances
While it’s interesting to look at the data, I also like to read the commentary by Professor Claes Fornell who puts the customer satisfaction results in context of the overall economy. Here’s an excerpt from his Q2 2008 comments:
Future consumption growth is impeded by many factors, chief among them house-price deflation (which has trimmed household wealth), tougher credit conditions, a worsening labor market, and continued high fuel and food prices… Under these circumstances, even if customer satisfaction were rising, it would be difficult to offset pocketbook limitations. But since ACSI shows no aggregate growth, the outlook for more aggregate spending growth continues to be bleak… The ACSI forecast suggests a third quarter spending growth of no more than 2.3% and the economy will continue to struggle… But all is not doom and gloom. E-business and technology lead the way. Customer satisfaction for e-business is up by almost 6%.
The bottom line: Satisfaction may be down, but Apple and Google are doing something right