APD Global Research data, based on 500,000 vehicles with the UK, has found customer satisfaction levels for fleet driver are higher for those who use volume brands rather than premium makes.
Mazda and Toyota were top of the class in APD’s 2016 Voiceback 360 surveys, both recording 92% satisfaction, while Mini and Jaguar at the bottom with 81.6% and 82.8% respectively.
APD Global CEO Rob Whalley commented: “The data reveals volume brands are consistently delivering better customer satisfaction at the point of vehicle delivery than their prestige rivals and as a result recommendation of these vehicles has risen significantly.
“This is a fantastic result for volume manufacturers whose hard work and focus on customer care has clearly paid off with some brands delivering the kind of service which had always been considered the preserve of the premium sector. The result demonstrates how customer service has fast become the key differentiator in a highly competitive market. The premium brands need to take note and up their game or risk losing market share to the volume sector as company car drivers and fleet managers place increasing emphasis on customer service when making fleet decisions.”
Key stumbling blocks for fleet drivers were pre-delivery communication, vehicles not delivered at the agreed time, and cleanliness and presentation of the car. When drivers were asked whether they would recommend their leasing company or broker Kia (88.0), Toyota (77.8) and DS (75.0) drivers were most likely to recommend these brands whilst Land Rover (49.4) Mini (43.5) and Jaguar (28.4) drivers were least likely to do so.
Whalley added: “The prestige marques most affecting the drop in customer satisfaction are JLR brands and Mini. It is possible that in the case of Jaguar it is a result of the huge growth it has experienced in sales of XE and high demand for F Pace. Likewise, Land Rover has had to balance supply and demand between retail and fleet customers. But, whatever the reasons these brands are not living up to expectations and this is something which definitely demands the attention of the manufacturer.”
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