Positive correlations between customer service with customer retention
Kuala Lumpur, 17 February 2016 – The Institute of the Motor Industry (IMI) urged automakers and their authorized service centers in Malaysia to up the ante in customer service training to drive repeat business and higher customer lifetime value. A return and investment (ROI) study at Mercedes-Benz has shown that training and development of customer service advisors can have a positive effect on business.
The study analyzed the performance of the trained STMs who interface directly with customers from initial contact, through the workshop process to the safe return of the vehicle. The results demonstrated positive correlations between core customer service with customer retention and customer satisfaction index across the Mercedes-Benz UK aftersales network.
“Increasingly automotive companies are coming to the realization that customer service has a real impact on commercial performance. Especially in the modern self-service world today, good customer service with a human touch by skilled professionals can be a real differentiator in encouraging brand loyalty and customer retention,” says Matthew Stuart, senior manager IMI South-East Asia.
“With vehicle sales in Malaysia projected to decline by 1.44 per cent this year, all the more automotive companies need to look into customer service training if they want to retain customers and win new business,” he added.
Central to good customer service is the service personnel’s ability to communicate effectively and knowledgeably to customers. By having an open line of communication with customers at every stage of the servicing process, as well as putting in place a communications strategy to keep in touch with customers, will help encourage repeat business and maintain customer loyalty.