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Ford, Holden fail satisfaction survey

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Ford, Holden fail satisfaction survey


August 3, 2010

Ford and Holden both score a minus ranking for customer satisfaction according to survey.

Local car makers score negative results in new owner satisfaction survey that reveals Subaru has the most loyal following.

Subaru owners are the most loyal of the country's top car brands, according to a new survey.

Brisbane-based consulting firm Engaged Marketing asked 1720 car owners if they would be recommend their brand to other people looking for a car.

Subaru was the clear winner with 49 per cent of owners surveyed classified as "promoters" of the brand, while just 14 per cent were "detractors".

That gave the Japanese brand a total score of 35 per cent (promoters minus detractors). In contrast, 35 per cent of Holden owners were "promoters", while 38 per cent were "detractors, for a net score of -3.

Ford and Mitsubishi fared even worse than Holden, scoring -13 and -18 respectively.

Honda came second in the survey of owners from the country's top nine selling brands, with a positive score of 19 per cent, while the majority of Toyota owners (+13 per cent) were also promoters of the brand, despite its recent recall dramas.

Buyers were asked how likely they were to recommend their brand on a scale of 0-10, where 10 was "highly likely" and zero was "highly unlikely". Those who gave their brand a score of 0-6 were classified as detractors, while those who gave a 9 or 10 ranking were classified as promoters. A score of 7 or 8 was neutral.

Engaged Marketing chief executive Chris Roberts says a negative score is a big concern for a brand, because for every negative comment heard, it takes another five positive comments from a trusted source to reverse that perception.

And he says recommendations from friends and relatives are the most powerful influence on purchase decisions, with 45 per cent of consumers saying that "word of mouth" from a trusted source is more persuasive than any form of advertising or marketing.

"Net Promoter" methodology is increasingly being used by global brands to forecast their potential for growth.

Roberts says web-based social media sites have increased the power of "word of mouth" recommendations.

"There has never been a more critical time to go back to basics and focus on the customer.

The continued strong utilisation of social media injects an additional element of urgency because everyone knows word of mouth is the most effective marketing channel available to customers," he said.

Car customers’ brand rankings*:

1. Subaru 35%

2. Honda 19%

3. Toyota 13%

4. Mazda 12%

5. Hyundai 3%

6. Nissan 1%

7. Holden -3%

8. Ford -13%

9. Mitsubishi -18%

*Source: 2010 Engaged Marketing Benchmarking Survey



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