Jeep’s rocky road
IT’S not only Jeep customers — such as the creator of the hit YouTube video “I made a mistake I bought a Jeep” — who are upset with the company’s customer service.
It turns out Jeep dealers are also unhappy with the support they get from the car giant, despite promises there has been an overhaul of the company’s customer care processes.
A top secret “dealer satisfaction” survey, which charts almost every part of the car business, puts Jeep and associated brands Fiat, Chrysler and Alfa Romeo at the bottom of the mainstream brands.
When dealers were asked about the “ability to contact (the car company) for assistance on customer inquiries”, the Chrysler Jeep and Dodge brands were last of the mainstream brands and the jointly owned Fiat and Alfa Romeo marques were second-last.
They also ranked last and second last to the following questions: “that every effort is made to satisfactorily and promptly resolve issues raised”, “free and open communication (with the car company)”, “electronic systems connecting you to (the car company)”, and, significantly, “help and guidance provided to you on improving the satisfaction of your customers”.
Jeep dealers’ satisfaction level with head office on service and technical support showed FCA brands were not only last and second last again but they also were several points lower than the next worst brands (Peugeot and Jaguar). FCA brands also ranked lowest for parts and service support, technical concerns resolution and warranty processing efficiency.
If the dealers are concerned about their support, how can they possibly help the customer?
No wonder the “I made a mistake I bought a Jeep” film clip garnered nearly 2 million views in little more than a week.
Smash hit: Teg Sethi and brother Geetraj Singh (lemon) with Sethi's Jeep, the inspiration for their YouTube video