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Mazda top car brand in satisfaction survey

Mazda has come top of the ranks for the automotive sector in the latest UK Customer Satisfaction Index.

The Japanese brand scored 83.3%, well ahead of the car industry average of 78.4%, in the index completed every six months by the Institute of Customer Service.

Volvo was second with 81.5%, BMW/Mini third with 80%, Toyota fourth with 79.8% and Mercedes-Benz fifth with 79.6%.

Mazda’s winning score was an improvement from 80.6% in July 2010.

“This survey result is another strong testament to the quality of our products, our customer service philosophy and the ability of Mazda dealers across the nation to focus on what UK motorists really want,” said Steve Jelliss, Aftersales director, Mazda UK.

“Top place, with a higher score, confirms that our whole organisation and franchise network continues to be focused on delivering a quality and professional service at a reasonable cost, to ensure that Mazda ownership is a truly satisfying experience.”

Every six months the Institute of Customer Service asks 26,000 people what they think about the service they've received from the UK's major organisations. The information is then collated and the results published as the UK Customer Satisfaction Index (UKCSI).

The overall average score rose slightly from July 2010, from 75.6 to 76.7%.

The highest score in any sector was 89% (for both Waitrose and John Lewis) and the lowest 56.8%.

ICS research has found that the Top 10 customer priorities in the UK are:

1.Overall quality of the product or service
2.Being treated as a valued customer
3.Speed of service
4.Friendliness of staff
5.Handling of problems and complaints
6.Handling of enquiries
7.Competence of staff
8.Ease of doing business
9.Being kept informed
10.Helpfulness of staff

The scores are worked out from consumers’ answers to questions about these 10 priorities and other, more general ones relating to overall satisfaction and how likely customers are to stay with an organisation, recommend it to a friend and buy its products/services again.

The twice-yearly survey covers more than 150 companies in the retail, financial, tourism, telecoms, transport and automotive sectors.

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