Motorcycle Customer Satisfaction Increases Despite Low Sales

The slow sales registered by motorcycle manufacturers may be disappointing, but the overall customer satisfaction seems to be improving by the day, a recent study released by J.D Power and Associates revealed. The  2009 Motorcycle Competitive Information Study therefore brought to our attention that customer satisfaction increased for the seventh consecutive year to its highest level yet.

The study results took into consideration all the five factors measured, namely product, quality, cost of ownership, sales and service, the most notable increases registered in the sale and service factors.

"Given that industry sales are down roughly 30 percent during the past year, manufacturers are competing more than ever for every customer," said Todd Markusic, senior director of the powersports practice at J.D. Power and Associates. "The result of this increased competition is that the quality and performance of bikes is at an all-time high, and dealers are paying much more attention to their customers' sales and service experiences."

The study also finds that dealers may positively impact satisfaction levels with the sales aspect of the ownership experience by following up with their customers after the sale. On average, the sales satisfaction score among customers who received a follow-up phone call is 170 points higher than among those who did not get a follow-up call.

"The follow-up phone call is a simple concept that may have a significant impact on customers' sales or service experiences," said Markusic. "While it might seem that calling customers after a visit would be standard practice for dealers, 20 percent of customers don't receive a call after a new bike purchase and 56 percent don't receive a call after having their bike serviced."
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