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Mazda, Toyota and Kia rank top in fleet satisfaction survey

Rob Whalley 2017

Mazda, Toyota and Kia have topped the delivery satisfaction chart in APD Global Research’s 2016 Voiceback 360 fleet driver survey.

According to data from ADP, volume brands are providing business users with much higher levels of customer care than their premium counterparts.

APD tracks feedback from business users operating more than 500,000 vehicles with the UK leasing companies.

It has found enhanced levels of customer satisfaction among company car drivers behind the wheel of volume brands compared to premium makes.

Mazda and Toyota topped the results from APD’s 2016 Voiceback 360 fleet driver surveys with Mini and Jaguar at the bottom of the table.

The top three places in the delivery satisfaction chart were Mazda (92%), Toyota (92%) and Kia (90.8%). The bottom three places were occupied by Citroen (83.5%), Jaguar (82.8%) and Mini (81.6%).

APD Global’s chief executive Rob Whalley (pictured) said: “This is a fantastic result for volume manufacturers whose hard work and focus on customer care has clearly paid off with some brands delivering the kind of service which had always been considered the preserve of the premium sector.

"The result demonstrates how customer service has fast become the key differentiator in a highly competitive market. The premium brands need to take note and up their game or risk losing market share to the volume sector as company car drivers and fleet managers place increasing emphasis on customer service when making fleet decisions.”

Overall satisfaction has risen with an increase of 1.3% in 2016 over 2015 returning a record satisfaction level among drivers of 87.9%. For the first time, drivers of volume brands rated their experience 4% higher than premium marques.

Poor pre-delivery communication, vehicles not delivered at the agreed time, alongside cleanliness and presentation of the car were identified as the areas needing most improvement.

Explanation of controls by delivery drivers was also a concern.

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