General Motors’ luxury brand Cadillac placed second among premium brands in J.D. Power’s 2022 U.S. Customer Service Index (CSI) Study.
The J.D. Power U.S. Customer Service Index Study, now its 42nd year, measures the average level of satisfaction with service for maintenance or repair work among owners and lessees of one- to three-year-old vehicles. The market research firm uses survey data to assign a numerical score to automakers, which is based on the combined scores of five different measures (listed in order of importance/weight): service quality, service advisor, vehicle pick up, service facility and service initiation. J.D. Power also made some small revisions to this year’s study to account for emerging contactless services like valet, remote vehicle servicing and online/smartphone app payment options.
With a CSI score of 880 out of a possible 1,000, Cadillac was the second-best premium brand in this study behind Lexus, which had a score of 897. Porsche was closed behind Cadillac in third with a score of 879, followed by Acura and BMW with scores of 871 and 866, respectively. The industry average among premium brands was 866, with key luxury market key players like Infiniti, Audi and Mercedes-Benz all falling below this threshold.
This study found that using smartphones and texting to communicate with customers and keep them updated on the status of their service appointment is an easy way to boost satisfaction. According to J.D. Power text messages to remind of upcoming appointment dates or to provide a status for in-process work “are preferred by 42 percent of customers.” Customers also responded positively to valet-type services in which the dealer picks up the customer’s car and drops it back off to them once servicing is complete.
“Overall customer satisfaction among owners using valet or mobile service is 866 compared to 847 among those who had an in-person dealership visit,” J.D. Power concluded.
Cadillac must now focus on ensuring its service departments are up to the task of looking after owners of battery-electric vehicles like the Cadillac Lyriq, as overall service satisfaction among BEV owners (784) was 68 points lower in this study than among owners of gas- or diesel-powered vehicles (852).
“BEV service is the next frontier for dealerships,” said Chris Sutton, vice president of automotive retail at J.D. Power. “The automotive industry has to get ready now and get the service experience right with BEV owners or they risk losing them to aftermarket service providers. This includes fully understanding BEV customer pain points like range anxiety, unique maintenance requirements and support for related services such as availability of charging stations.”