Survey: Carmakers need to improve digital efforts

A growing number of vehicle owners in China are turning to digital tools when they make service appointments, but a recent JD Power survey found that the tools available are far from satisfactory.

A total of 27 percent of respondents said they made their last service appointment via digital tools, almost double the figure in 2018, according to the firm's survey of 37,327 car owners in 70 Chinese cities in the first half of the year.

In comparison, those who made their last appointment by phone fell to 39 percent this year from 59 percent in 2018.

However, it turns out that those chose the digital tools were less satisfied with the tools and services than those who called.

The survey found that 62 percent of those who called the dealers said they received the confirmation notice immediately.

But the figure was 42 percent among those who made the appointment via WeChat and 37 percent among those who chose the carmakers' smart phone applications.

Also, 96 percent of those who called to schedule their service were able to reserve the service time they wanted. For those who scheduled the visit through WeChat and apps, the figure was 92 percent and 89 percent respectively.

Ann Xie, general manager of the digital retail consulting practice at JD Power China, said many carmakers and dealers offer digital tools, but their availability alone is just the first step.

"Next, they must continue to optimize these digital tools to improve the efficiency, flexibility and timeliness of services, which will determine the level of customer satisfaction," she said.