J.D. Power and Associates Reports: RAC Ranks Highest in Satisfying Roadside Assistance Customers in the UK for a Third Consecutive Year
LONDON: 08 January 2009 — For a third consecutive year, RAC ranks highest in satisfying emergency roadside assistance customers in the United Kingdom, according to the J.D. Power and Associates UK Roadside Assistance StudySM released today.
The study, now in its 11th year, measures customer satisfaction with roadside assistance services by examining three factors: timing (time taken for help to arrive and time taken at the scene); mechanic/vehicle driver (which includes items such as appearance, courtesy and ability to do what was needed); and operator/call centre (which includes items such as friendliness, reassurance and time taken to answer the phone).
RAC ranks highest with a score of 779 on a 1,000-point scale and performs particularly well in two factors: operator/call centre and mechanic/vehicle driver. Improving by 17 points from 2007, AA follows RAC in the rankings with a score of 771 and performs particularly well in the timing factor.
“In 2008, customers waited less than one hour for assistance to arrive—55 minutes, on average—compared with 63 minutes in 2007, which has helped to increase levels of customer satisfaction,” said Susan Barnes, European automotive director at J.D. Power and Associates. “Another aspect of timing that has a strong impact on satisfaction is how well the roadside assistance service communicates the likely arrival time to the customer. Satisfaction amongst those customers who received a text message or phone call to confirm arrival is considerably higher than amongst those customers who did not receive an update.”
The study finds that high levels of customer satisfaction with roadside assistance services have a particularly strong impact on both customer advocacy and repurchase intention. More than nine in 10 customers (92%) who rate their overall roadside assistance experience as “outstanding” state that they “definitely will” recommend their assistance provider to a friend, relative or colleague. Furthermore, 81 percent of these customers also say they “definitely will” repurchase services from the same provider in the future. In contrast, amongst customers who rate their experience as “average,” only 5 percent say they “definitely will” recommend their provider to others and only 4 percent state that they “definitely will” repurchase.
“Customer advocacy rates are an important indicator of a brand’s health,” said Barnes. “High advocacy rates can fuel a brand’s sales, particularly in tough economic times, as many customers rely heavily on recommendations when selecting a new product or service.”
The study also finds that 61 percent of customers purchase their roadside assistance coverage independently rather than as part of a bundle with their vehicle purchase or insurance policy. Amongst customers who actively choose their assistance provider, competitive pricing is the most frequently mentioned reason for selecting a particular company. Other frequently cited reasons for selection include a reputation for good service and previous experience with the company.
Issues with the engine and other mechanical problems account for nearly half of all calls for assistance. An additional 21 percent of assistance calls concern flat tyres, while 19 percent are due to a flat battery. More than three in four (76%) vehicles were fixed at roadside in 2008, an increase of 3 percent from 2007.
The study results also include the following key findings:
- Customer satisfaction is higher, on average, when a motorist is assisted by a mechanic who works for the roadside organisation (779) rather than a sub-contractor (740).
- Approximately 20 percent of customers report that their service call was answered by a sub-contractor.
- More than one-third of customers (36%) say they were travelling to or from work or on business when they needed assistance, while 19 percent say they were visiting friends or relatives when they made a service call. Approximately 14 percent of customers report they needed assistance while on a shopping trip.
The 2008 UK Roadside Assistance Study is based on responses from 3,012 customers regarding their experience with a roadside assistance provider. The study was fielded in October and November 2008.
Source: RealWire / pressbot.net
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08.01.2009 - 0:00 Source: pressbot.net | Read: 339 X