J.D. Power: Responsiveness is Key to Satisfying Stranded Motorists
30 September 1998
Vehicle Manufacturers That Effectively Promote Roadside Assistance Coverage Enhance Ownership Satisfaction; Responsiveness is Key to Satisfying Stranded Motorists
AGOURA HILLS, Calif.--(AutomotiveWire)--Sept. 30, 1998-- Manufacturer-sponsored emergency roadside assistance (ERA) programs that are promoted effectively and are responsive to customers can significantly strengthen brand sentiment and heighten repurchase intentions, according to the J.D. Power and Associates 1998 Emergency Roadside Assistance Study.
However, many manufacturers do not promote these programs effectively, and their performance often falls short of customer expectations.
The study shows that many customers call independent ERA providers, such as AAA, as opposed to manufacturer-sponsored ERAs when they experience vehicle mishaps. This is due, in part, to the lack of awareness that their vehicles may be covered under manufacturer ERA programs. Currently, 78 percent of new-vehicle owners are provided with manufacturer-sponsored ERA coverage, yet more than one-third of them carry independent ERA coverage as well.
"With ERA programs, many manufacturers have the opportunity to be a part of the solution instead of just part of the problem when vehicles break down," said Joe Ivers, senior director of service satisfaction at J.D. Power and Associates. "It is very beneficial for manufacturers to differentiate themselves from independent ERA providers and capitalize on the ownership satisfaction that will result when the negative effects of vehicle mishaps are counterbalanced by a highly responsive ERA program."
Enhancing overall customer satisfaction with ERA service, independent providers have differentiated themselves by arriving in the amount of time promised and earlier than the competition. It takes independents, on average, only 36 minutes to arrive on the scene of a roadside call versus 53 minutes for manufacturer-sponsored ERA providers. The study also shows that merely offering customers an estimated time of arrival increases overall ERA satisfaction substantially.
"The bottom line is to ensure a positive ERA experience by properly managing customer expectations and arriving early -- before the estimated time," said Ivers. "It is also important to note that there is a great risk for those who underestimate the time of arrival."
The study also reveals that 32 percent of customers call ERA providers as a result of flat tires, an anomaly that may be perceived to not lead to a decline in ownership satisfaction. However, the study shows that even in cases where the customers are the cause of the roadside problem, the manufacturer-sponsored ERA program can actually preserve ownership satisfaction above and beyond the level that results when an independent agency is called. Some of the other major reasons for calling ERA providers include:
- 22 percent of customers use ERA for towing;
- 22 percent for lock-outs;
- 11 percent for jump starts; and
- 10 percent for other mechanical problems.
J.D. Power and Associates 1998 Emergency Roadside Assistance Study evaluates ERA experiences over the past year among original owners of 1997 model year vehicles. For three years, the study has provided both manufacturers and independent roadside service providers with a complete picture of the roadside service marketplace.
With headquarters in Agoura Hills, J.D. Power and Associates is a global marketing information services firm operating in key business sectors including market research, forecasting and customer satisfaction. The firm's quality and satisfaction measurements are based on actual customer responses from more than 1 million consumers annually. J.D. Power and Associates can be accessed through the World Wide Web at www.jdpower.com. Media e-mail contact: john.pepitone@jdpower.com.
This news release is provided for editorial use only. No advertising or other promotional use can be made of the information in this release or J.D. Power and Associates survey results without the express prior written consent of J.D. Power and Associates.
