J.D. Power and Associates Reports: Providing Both Adequate Communication and Timely Response Is Critical to Satisfaction With Roadside Assistance Services in the UK
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RAC Ranks Highest in Satisfying Roadside Assistance Customers in the UK for a Fourth Consecutive Year
LONDON, Dec. 17 -- One in four emergency roadside assistance customers in the UK reports feeling "vulnerable" while waiting for help to arrive, which may be attributable to long wait times and lack of communication, according to the J.D. Power and Associates 2009 UK Roadside Assistance Study(SM) released today.
The study, now in its 12th year, measures customer satisfaction with roadside assistance services by examining three factors: timing (time taken for help to arrive and time taken at the scene); mechanic/vehicle driver (which includes items such as appearance, courtesy, and knowledge and expertise); and operator/call centre (which includes items such as friendliness, reassurance and time taken to answer the phone).
For a fourth consecutive year, RAC ranks highest in satisfying emergency roadside assistance customers in the UK. RAC achieves a score of 787 on a 1,000-point scale and performs particularly well in the operator/call centre and mechanic/vehicle driver factors.
The study finds that 24 percent of customers say they feel vulnerable while waiting for assistance to arrive and, on average, these customers tend to wait longer for help to arrive than those who do not report feeling vulnerable (68 minutes vs. 53 minutes, respectively). Among customers who report feeling vulnerable, overall satisfaction averages 707 on a 1,000-point scale - 87 points lower than satisfaction among customers who do not report feeling vulnerable.
"While providing prompt response to calls for assistance is critical to satisfying customers in need, managing perceptions of wait times is also essential," said Ian Giles, senior manager at J.D. Power and Associates. "Although roadside assistance dispatch operators typically assign higher priority to those customers who are more vulnerable - for example, parents with small children or customers in dangerous situations - there is clearly room for improvement. Giving the most vulnerable customers frequent progress updates and ample reassurance that their request for assistance is in process may help increase satisfaction."
The study also finds that following up with customers after service is performed has a strong positive effect on overall satisfaction. Among customers who are contacted to find out if the assistance provided was to their satisfaction, overall satisfaction averages 799, compared with an average of 757 among customers who are not contacted. In addition, customers who receive follow-up contact are much more likely to recommend their provider to others.
The study finds that high levels of customer satisfaction with roadside assistance services have a particularly strong impact on both customer advocacy and repurchase intentions. Among those customers with particularly high levels of satisfaction (averaging 871 or higher), 79 percent say they "definitely will" recommend their roadside service company to others and 62 percent say they "definitely will" renew service with the company. In contrast, among customers with particularly low levels of satisfaction (averaging 550 or lower) only 5 percent say they "definitely will" recommend their company and 5 percent say they "definitely will" renew.
The study results also include the following key findings:
-- Approximately one in four customers in 2009 was offered an
appointment, for assistance and more than 40 percent of these
customers think the appointment time they were given was imposed upon
them to suit their assistance provider's needs. Overall, 15 percent of
customers made an appointment with their assistance provider.
-- Among customers who obtained their roadside assistance coverage
through means other than their vehicle manufacturer's warranty, the
most-frequently cited reasons for choosing the assistance provider are
competitive price (54%); previous experience with the company (40%);
reputation for good service (31%); and being a well-known brand (26%).
The 2009 UK Roadside Assistance Study is based on responses from 2,783 customers regarding their experience with a roadside assistance provider. The study was fielded in October and November 2009.
Customer Satisfaction Index Ranking (Based on a 1,000-point scale) Roadside Service Company Index Score ------------------------ ----------- RAC 787 Industry Average 774 AA 773 Green Flag 769 Direct Line 731
NOTE: Included in the study, but not ranked due to small sample size are: Britannia Rescue and Mondial.
The European headquarters of J.D. Power and Associates is located in Guildford, UK. With world headquarters in Westlake Village, California, U.S.A., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, training and customer satisfaction. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill Education, Platts, Capital IQ, J.D. Power and Associates, McGraw-Hill Construction and Aviation Week. The Corporation has more than 280 offices in 40 countries. Sales in 2008 were $6.4 billion. Additional information is available at www.mcgraw-hill.com.
