Differential Thailand has released the findings of its second annual Thailand Service Customer Experience Index (Service CXI) Study, highlighting notable improvements in after-sales service satisfaction across mass-market automotive brands.
According to the study, the industry-wide Service CXI average has risen to 893 points, reflecting a growing focus on service transparency, customer engagement, and pricing competitiveness.
Siros Sastraphai, managing director of Differential Thailand, said the annual study tracks changes in the passenger vehicle industry thereby offering key insights into evolving customer expectations and trends in competitive brand performance in Thailand.
“This enables OEMs to continuously improve their after-sales strategies and deliver better customer experience,” he stated.
Conducted between October and December 2024, the study captures feedback from vehicle owners who visited authorized service centers within 10 months of the interview date for maintenance or repair work during the first 12 to 36 months of ownership. Satisfaction is measured across five key dimensions, ranked by importance: service quality, price and value, personnel and facilities, communication and transparency, and convenience and accessibility.
Key Industry Insights:
- CXI scores continue to rise across the industry, with the mass-market average increasing by 8 points, reflecting overall improvements in after-sales service. Toyota remains the highest-ranked brand, gaining 6 points from last year, while Ford (+11 points) and Nissan (+23 points) saw the most significant improvements, driven by enhanced communication and cost transparency. GWM (895 points) solidified its position among top-performing brands, benefiting from better service accessibility and competitive pricing.
- Key differences in service satisfaction between Japanese and Chinese automotive brands:
Japanese brands, including Toyota, Honda, and Nissan, consistently rank higher in-service quality, transparency, and personnel training, fostering stronger customer trust and long-term loyalty. In contrast, Chinese brands such as GWM, BYD, and NETA are rapidly closing the gap by offering competitive pricing and improved service accessibility. However, challenges remain in parts availability, warranty clarity, and post-service engagement, where Japanese brands continue to excel. Ultimately, Japanese brands lead in trust and structured service processes, while Chinese brands differentiate themselves through affordability and digital service adoption.
- Customer satisfaction now extends beyond traditional service, with proactive engagement and digital communication becoming essential drivers of loyalty. Brands with higher service engagement, such as reminders, updates, and follow-ups, experience stronger customer retention, with 71 per cent of customers who received proactive communication about their next service more likely to return to the same dealer. Real-time service updates across multiple channels, including phone, SMS and service apps, have also become a key differentiator, as brands excelling in multi-channel communication report higher perceived service value.
- To remain competitive, OEMs must focus on three key areas: improving service cost transparency, as more than 40 per cent of customers cite unclear pricing as a major pain point; expanding proactive engagement efforts through timely follow-ups and maintenance advice to strengthen trust; and ensuring clearer warranty explanations and long-term service guarantees to enhance customer retention and repeat service bookings.
