Acura Tops Telephone Service Effectiveness Study

By Staff Writer July 03, 2024

Acura was ranked first out of 34 automobile brands in Pied Piper’s 2024 PSI Service Telephone Effectiveness Study, which measured the efficiency and quality of service telephone calls from a customer’s objective of quickly and easily setting up a service appointment. Following the Acura dealers in the rankings were dealers who service Mazda, Lexus, Infiniti, and Volkswagen.

“Well-run service departments focus on increasing customer loyalty, and the first service experience to drive that loyalty is a customer’s phone call to schedule an appointment,” said Fran O’Hagan, Pied Piper CEO. “Vehicle customers who find scheduling service difficult vote with their feet by moving to another dealership or independent shop, or even getting rid of their problem vehicle,” said O’Hagan.

The 2024 Pied Piper PSI-STE Automobile Study was conducted between January 2024 and May 2024 by phoning the service departments at 2,716 dealerships nationwide, representing all major automobile brands. STE scores range from 0 to 100 and are calculated from a mix of individually weighted measurements that support the customer’s mission of quickly speaking with a service representative who can schedule a service appointment within a reasonable amount of time. Sixty-two percent of the total score is determined by efficiency measurements, while 38 percent of the total score is determined by quality measurements, where dealerships provide a proactively helpful experience that goes above and beyond the customer’s basic expectations.

One in seven (14%) of the study’s customers hung up their phone having failed in their attempt to schedule service. These failures occur for reasons such as getting no answer to the call, getting voicemail, a hangup, endless hold, or getting lost in a phone tree. In contrast, 55 percent of the study’s customers quickly accomplished their objective, speaking with a service advisor within one minute, and scheduling an appointment within one week. Forty-two percent of the dealerships in the study went further, not only meeting the customer’s basic expectations, but also providing a proactively helpful experience, achieving STE scores over 70.

Acura, this year’s top scoring brand, achieved an average STE score of 65, seven points higher than the industry average. Acura customers also reached a service associate faster on average than customers of most competing brands, with only three percent of customers waiting on hold more than two minutes compared to twelve percent for the overall industry. Sixty-two percent of Acura customers on average spoke with a service advisor within one minute and also scheduled service within one week. Customers calling Acura dealerships failed to schedule an appointment only seven percent of the time on average, compared to 14 percent of the time for the industry overall.

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Last modified on Monday, 08 July 2024 11:49