HONDA MALAYSIA CELEBRATES ACHIEVEMENT OF HIGHEST RANKED IN J.D. POWER ASIA PACIFIC 2011 MALAYSIA SALES SATISFACTION INDEX (SSI) STUDY

Published on October 8th, 2011

Petaling Jaya, 7 October 2011 – Honda Malaysia Sdn. Bhd. today celebrated their milestone achievement of being ranked highest in the recent J.D. Power Asia Pacific 2011 Malaysia’s Sales Satisfaction Index (SSI) StudySM with fellow Honda associates and dealers who came from all over the country. At the celebration dinner held at a hotel in Kuala Lumpur, Honda Malaysia Managing Director and Chief Executive Officer, Mr. Yoichiro Ueno dedicated this success to all the Honda dealers and Honda associates who have worked very hard to improve the sales process and activities.

Now in its ninth year, the study measures new-vehicle owner satisfaction with the sales and delivery experience and examines seven factors that contribute to overall satisfaction. In order of importance, these factors are delivery process; delivery timing; paperwork; dealer facility; salesperson; deal and sales initiation. SSI performance is reported as an index score based on a 1,000-point scale. A higher overall SSI score indicates greater satisfaction with the new-vehicle sales and delivery process.

Mr. Mohit Arora, Executive Director at J.D. Power Asia Pacific, Singapore said, “Despite the increase in new-vehicle sales in the Malaysia market during the past year, manufacturers and dealers in Malaysia have done a great job in managing the delivery time for new-vehicle owners. Among the nine brands included in the study, Honda ranked highest with a score of 815. The industry average for 2011 is at 799 points. Honda performed particularly well in four of the seven factors: sales initiation, dealer facility, salesperson and delivery process.”

The 2011 Malaysia SSI Study is based on responses from 2,478 new-vehicle owners who purchased their vehicles between September 2010 and April 2011. The study was fielded between March and June 2011.

Commenting on the achievement, Mr. Yoichiro Ueno said, “It is indeed an honour for Honda Malaysia to receive this significant recognition. We attribute this success to all authorised Honda dealers in Malaysia as well as our associates, who have all worked hard in ensuring a culture of excellent customer service at all touch points for Honda customers. Achieving No. 1 in the SSI Study is a wonderful recognition of their hard work throughout the year in delivering and enhancing the customer’s total experience at all Honda dealerships.”

“At Honda, all our activities stem from a corporate philosophy built on the basic principles of “Respect for the Individual” and “The Three Joys” defined by our founder. We believe individuals must respect each other as independent human beings with distinctive personalities. We believe in maintaining relationships based on fairness. To maximise the Three Joys of Buying, Selling and Creating, we seek to exceed the expectations of society by providing the highest quality products at reasonable price. It is based on these principles that all Honda associates and authorised dealers serve every Honda customer that walks through our doors.”

In striving to inculcate the culture of excellent customer service amongst all Sales Advisors and Honda associates, Honda Malaysia conducts an internal survey with all new customers to rate their satisfaction towards the services they received throughout the purchase process. The internal survey will allow the customer to rate the Sales Advisor and Dealer in seven key areas such as Dealer Facility, Sales Person, Delivery Timing and Process etc. Based on the results, comments and feedback received from the internal survey, Honda Malaysia will analyse and work together with dealers to improve on the areas that they are weak in.

“We are committed to support our associates, Sales Advisors and dealers to continuously improve. Therefore, throughout the year, we strive to encourage and motivate them through various activities such as trainings to enhance their product knowledge, communication and customer service skills; contests to improve customer service and even awards to recognise their success and hard work. Above all, these activities are a reflection of Honda Malaysia’s commitment to continue upholding the Company’s Customer Satisfaction No.1 policy and to become a Company that society wants it to exist!” added Mr. Ueno.

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