ALPHABET AND ING CAR LEASE TOP CONTRACT HIRE CUSTOMER SATISFACTION SURVEYS
18 February 2006 - alchemy performance development ltd

Alphabet and ING Car Lease have won the 2005 Landmark Pre and Post Sale Customer Satisfaction Index Surveys conducted by specialist automotive research and development consultancy, apd.

The cumulative results of the influential fleet operator-based surveys reveal that Alphabet, which operates a fleet of 28,000 vehicles in the UK, topped the Pre-Sale CSI Survey with the highest score since 1999, and ING Car Lease, operating a UK-fleet of 15,800 vehicles, won the Post-Sale Survey with the highest score since 2000.

It is the first time in the eight-year history of the apd Landmark surveys that Alphabet and ING Car Lease have topped either of the surveys and their triumphs come in a year that saw major improvements by contract hire and leasing companies in both categories.

The Pre Sale CSI results are based on an overall sample of 380 responses from fleet operators surveyed over four quarters during 2005. The survey measures how businesses handle prospective customers taking into account first contact, response and follow-up, communications and products.

The average customer satisfaction rating for the 19 leasing companies surveyed was 84.09%, a 5.97% improvement on 2004’s average rating of 78.12%. Alphabet’s customer satisfaction rating was 87.95%, while the lowest satisfaction rating recorded by a leasing company was 76.3% over the year.

An analysis of fleet operator responses reveals significant improvements in the areas of first contact (up 9.5% on 2004), products available (up 5.6%) and initial communication (up 4%). However, there was a 0.7% decline in follow-up communication.

Paul Turner, managing director of apd, said: “Detailed analysis reveals that the gap between the top five contract hire and leasing companies and the bottom five in the Pre-Sale survey increased by 0.3%. While all companies improved, the best improved slightly more than the worst.”

Richard Schooling, commercial director of Alphabet, said: “We are always trying to improve, and recognition through the apd survey is very rewarding. We run a scorecard measuring the effectiveness of the business in many areas and the Pre and Post Sale CSI Survey results contribute so they are a key part in providing the business focus for what we are striving to achieve.

“The success in the 2005 survey was the culmination of three years of work including significant investment in a far larger and restructured sales team. We have invested in their training and development and expanded our product portfolio to offer a vehicle solution for all businesses.”

The Post-Sale CSI results are based on an overall sample of 12,000 responses from customers of the 25 leasing companies surveyed each month during 2005. The wide ranging survey covers areas such as telephone response, the frequency and professionalism of general communication, the expertise and skill levels of key sales contacts, the vehicle ordering and delivery experience, the quality and flexibility of in-life services and the collection and termination process, together with billing, contracts and invoicing, end of contract procedures and the ‘overall package’.

The average customer satisfaction rating for the 25 leasing companies surveyed was 77.84%, a 5.99% improvement on 2004’s 71.85%. ING Car Lease’s customer satisfaction rating was 82.74%, while the lowest average satisfaction rating recorded by a leasing company was 72.4% over the year.

An analysis of the monthly surveys reveals that there were improvements in all areas with the biggest changes coming in the areas of staff communication (up 6.3% on 2004), business retention (up 5.6%) and vehicle ordering (up 5.3%). The most gradual improvements, in the eyes of fleet operators, were in the areas of in-life services (up 4.6%) and billing, contract and invoicing (up 4%).

Mr Turner said: “Detailed analysis of the Post-Sale survey reveals that the gap between the top five contract hire and leasing companies and the bottom five increased by 3.4%. The top five leasing companies averaged an annual improvement in 2005 of 7.9%, while the bottom five leasing companies averaged an improvement of only 4.4%.”

Greg Taylor, commercial director of ING Car Lease, said: “As vehicle leasing becomes more and more commoditised we realise that differentiating ourselves on service delivery is key to success.

“As a result we have invested significantly in areas of customer service which has resulted in more face-to-face meetings with clients and improved communication both internally and externally. In addition, everyone in the ING business went through customer service training in 2005 and that initiative is reflected in our results.

“But we are far from complacent. While all leasing companies are looking for new business, customer retention is key so we must retain a major focus on our existing customer base and continuously meet all their requirements.”

apd (alchemy performance development ltd ) is a specialist automotive research, training and personnel development company.

Best known as the authors in the UK of the Landmark CSI Customer Surveys, apd is a pioneer in the use of the internet to conduct scientifically accurate research, and online training and assessment.

The company conducts international research in the automotive sector throughout Europe including and customers includes vehicle manufacturers, franchise dealer networks and independent leasing companies. Other specialist areas include development and implementation of cost effective CRM programmes linked to assessment and training programmes, automotive webcentric and conventional surveys and bespoke customer, brand and product research.

For further information visit www.alchemy-pd.com or contact Anne-Marie Griffiths, head of client services, via annemariegriffiths@alchemy-pd.com or on 07766 566302; or Ashley Martin, Ashley Martin Communications Ltd, on 01733 390691 or 07801 434338.

www.alchemy-pd.com

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