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Roy Morgan Research Award Proves Volvo Owners Are the Most Satisfied


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SYDNEY – Feb 21, 2014: Roy Morgan Research last night revealed the winner of its prestigious annual Customer Satisfaction Award for Car Manufacturer of the Year at a gala dinner in Melbourne, with Volvo Car Australia taking out the top spot.

After coming second in 2012, Volvo recorded five consecutive winning months in 2013 building an unassailable lead and beating off stiff competition from Mercedes, Lexus and Subaru to win Car Manufacturer of the Year.

Not only did Volvo win Car Manufacturer of the Year, its satisfaction score of 95 percent was higher than any other company represented in the 30 categories, which included the banking and telecommunications industries.

“This award is testament to our strong brand, excellent product and dedicated Dealer Network creating a positive ownership experience,” said Matt Braid, Volvo Car Australia Managing Director.

“We have a number of internal KPIs we set around customer satisfaction, so to see one of the measures we take seriously be independently recognised is tremendously satisfying. All credit to the Volvo Dealer Network.”

Each year Roy Morgan Research survey around 52,000 Australians across the country and ask them about their satisfaction with various products and services they own/use, including the vehicle they currently drive.

With approximately 83 percent of the population considered a ‘driver’, Roy Morgan interview face-to-face around 43,000 drivers annually.

The results for Volvo were revealing, with overall satisfaction levels consistently around the 95 percent level during 2013.

Of those Volvo owners surveyed, 69 percent drove a passenger vehicle, while 31 percent drove an SUV, with the gap closing between the two categories all the time due to SUV growth.

Among those who purchased new, satisfaction levels were at the high 90 percent levels, while those who purchased their car used still demonstrated satisfaction levels in the low 90s. Volvo SUV owners were marginally more satisfied than their passenger counterparts, generally one or two percent higher each month.

Michele Levine, CEO of Roy Morgan Research, presented 39 awards to businesses that topped their respective fields with outstanding levels of customer satisfaction, as judged by more than 50,000 consumers and 22,000 business decision-makers throughout 2013.

“Since their inception three years ago, the Roy Morgan Research Customer Satisfaction Awards have earned a reputation as the most accurate and reliable measure of customer satisfaction in the country,” she said.

“By aggregating 12 months’ worth of responses to our Consumer Single Source and Business Single Source surveys, Roy Morgan is able to identify and celebrate those businesses — large and small — that have outperformed their competitors in customer satisfaction.

“Congratulations to this year’s winners, whose continued commitment to satisfying their customers is setting industry standards and being recognised not only by consumers but by businesses around Australia.”

Other notable winners in their respective fields included: Apple, BT Super, Commonwealth Bank, Sofitel, Qantas, Virgin and Westpac.