Toyota and Mercedes-Benz Earn Top Customer Experience Ratings for Auto Dealers

DUNIA MAG / Twitter: @duniamagazine

toyota car

RELEASED BY TEMKIN GROUP

Toyota and Mercedes-Benz deliver the best customer experience amongst auto dealers, according to the 2016 Temkin Experience Ratings, an annual ranking of companies based on a survey of 10,000 U.S. consumers.

Out of the 20 auto dealers included in this study, Toyota earned the highest customer experience score with a rating of 66%, which put it in 89th place overall out of 294 companies across 20 industries. Mercedes-Benz came in a close second with a 65% rating and an overall rank of 100th.

“Congratulations to Toyota dealers for continuing to set the pace in customer experience,” states Bruce Temkin, managing partner of Temkin Group, a leading customer experience research and consulting firm.

Toyota is no stranger to the top; it has been the highest-scoring auto dealer for three out of the past five years and come in second place the other two years. Mercedes-Benz, on the other hand, has historically stayed in the middle of the pack, ascending to the top this year by virtue of being one of only three companies whose scores improved over the past year. The other two companies whose ratings went up since 2015 are Kia and Audi.

At the other end of the spectrum, Volkswagen received the lowest score in the industry with a rating of 44%, which put it in 278th place overall. Volkswagen’s score tumbled a dramatic 17 percentage points over the last year, the biggest decline of any company in any industry.

Overall, the rental car industry averaged a 57% rating in the 2016 Temkin Experience Ratings and tied for 12th place out of 20 industries. The average rating of the industry decreased by seven percentage points between 2015 and 2016, dropping from 64% to 57%.

Here are some additional findings from the auto dealer industry:

  • – The ratings of all auto dealers in the 2016 Temkin Experience Ratings are as follows: Toyota (66%), Mercedes-Benz (65%), Lexus (63%), Chevrolet (62%), Kia (61%), Hyundai (61%), Honda (60%), Ford (59%), Buick (58%), Dodge (56%), Nissan (56%), Audi (53%), Mazda (53%), Jeep (52%), BMW (51%), Subaru (51%), Cadillac (49%), GM (47%), Chrysler (45%), and Volkswagen (44%).
  • – Mercedes-Benz (+2 points), Kia (+1 point), and Audi (+1 point) were the only auto dealers to improve their scores between 2015 and 2016.
  • – Volkswagen (-17 points), BMW (-15 points), GM (-13 points), and Cadillac (-12 points) declined by the most percentage points between 2015 and 2016.

To generate these ratings, Temkin Group asked 10,000 U.S. consumers to evaluate their recent experiences with a company across three dimensions: success (can you do what you want to do?), effort (how easy is it to work with the company?), and emotion (how do you feel about the interactions?). Temkin Group then averaged these three scores to produce each company’s Temkin Experience Rating.

In these ratings, a score of 70% or above is considered “good,” and a score of 80% or above is considered “excellent.” In this year’s Temkin Experience Ratings, 20% of companies earned a “good” or “excellent” score, while 44% received a “poor” or “very poor” score.

The 2016 Temkin Experience Ratings, along with other ratings, can be accessed at the Temkin Ratings website, www.TemkinRatings.com.

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