MINI Dealer Satisfaction has been ranked as the best in the US market according two J.D. Power. MINI scored the highest among mass-market brands in the 2021 US Customer Series Index (CSI) study release this week. While MINI had been ranked in the top three since 2015, last year saw the brand tumble to 7th. It’s a big win for the brand and speaks to the hard work and dedication of the employees at MINI dealers nationwide.
What is the Customer Series Index? According to J.D. Powers. The study measures satisfaction with service at a franchised dealer or independent service facility for maintenance or repair work among owners and lessees of one- to three-year-old vehicles. It also provides a numerical ranking of the highest-performing automotive brands sold in the United States, which is based on the combined scores of five different measures that comprise the vehicle owner service experience. These measures are (in order of importance) service quality (29%); service facility (19%); service initiation (18%); service advisor (18%); and vehicle pick-up (16%).
Here’s a high-level of what they found:
Stay-at-home orders were enacted across the United States through much of 2020 and consequently many vehicle owners drove fewer miles, which extended the interval between service visits. However, dealer service visits are only down 6% from the previous year and overall satisfaction increases to 847 (on a 1,000-point scale) from 837 a year ago, according to the J.D. Power 2021 Customer Service Index (CSI) Study,SM released today. Overall satisfaction also increases for a sixth consecutive year.
One of the key technologies that supported MINI’s rise to the top was the brand’s Invisible Service Program which allows technicians to share videos with customer. This program in conjunction with MINI USA’s New Jersey based technician support program has been a game changer for service and self-service in our experience.