Ford has produced some mixed results in recent J.D. Power customer service studies, ranking fourth in the 2022 Mexico Customer Service Study, yet finishing below the industry average in the 2022 Canada Customer Service Index – Long-Term (CSI-LT) Study. Now, the automaker’s 50:50 Chinese joint-venture with Changan Automobile – Changan Ford – has also faired somewhat poorly in the just-released J.D. Power China Customer Service Index (CSI) Study, too.
In the most recent version of the CSI study, Changan Ford ranked far behind most of its peers in the mass market segment with a score of 741 out of 1,000 possible points. That ranks it not only behind a large number of the company’s rivals, but also the segment average of 753. Meanwhile, GAC Honda took top honors this time around with a score of 778.
The China Customer Service Index (CSI) Study measures satisfaction of the owners of one- to four-year-old vehicles with after-sales service at authorized dealers in the past 12 months. Overall, this year’s study found that while overall service satisfaction improved by two points versus last year, reservation, service quality, and service value experienced sharp declines in that regard. Additionally, there’s seemingly a large divide when it comes to the quality of service received by ICE owners in China compared to EVs.
“We find that owners of internal combustion engine (ICE) vehicles in China have higher service expectations and it is becoming more difficult to improve overall satisfaction among this group of owners,” said Ann Xie, general manager of the digital retail consulting practice at J.D. Power China. “With the continuous innovation in service of new energy vehicles (NEVs), such as the digital reservation, service package, membership integrating system, and service benefits. Owners of ICE vehicles have higher expectations for services, and how to further improve service satisfaction has become a challenge.”