2024. május 30. csütörtök Janka, Zsanett

Latest Dealer Satisfaction Index on tractors shows slightly increased satisfaction in Europe

Agro Napló
CLIMMAR President Erik Hogervorst recently presented the results of the 2019 CLIMMAR Dealer Satisfaction Index (DSI) at the Agritechnica trade show. In this 9th edition of the DSI, ten countries took part: Austria, Belgium, Denmark, France, Germany, Great Britain, Hungary, Italy, The Netherlands and Poland.

Much to our satisfaction, the response rate was substantially higher than last year's edition, with 1.077 (+35%) completed surveys instead of 797 in 2018 and back to the average level of the years before. The increase was mainly driven by two factors: on one hand, this year's survey 2019 was sent in April instead of June (2018). And secondly, there was a much greater involvement of dealers from the SDF group (Deutz-Fahr and Same dealers). All tractor suppliers/brands that are evaluated in at least four countries are listed in the results.

The annual DSI survey weighs the quality of the relationship between tractor suppliers and their A-dealers on 14 aspects:

  • Brand image and impact
  • Marketing of tractors
  • Marketing of spare parts
  • After-sales service and warranty
  • Computer services
  • Advertising and product support material
  • Administration and terms of payment
  • Training
  • Management
  • Manufacturer dealer relations
  • Profitability contribution
  • Improvement
  • Financing offers
  • Theft protection
  • Average satisfaction up 0.4 points

    The overall brand average, the average of all factors combined, increased by 0.4 points to 13.1 points (2018: 12.7 points, 2017: 12.6 points, 2016: 12.6 points, 2015: 12.4 points). This means that European dealers - on average - are slightly more satisfied with the performance of their tractor suppliers and that there is an upward trend noticeable in recent years.


    Decreased brand performances

    As much as CLIMMAR appreciates and values the increase of the overall brand average with 0.4 points, with John Deere, Same, Deutz-Fahr, Claas and Massey Ferguson showing an increased satisfaction compared to the 2018 DSI results, we also regret to see that Fendt, Kubota, Valtra and New Holland dealers are less satisfied than last year. Case IH stays on par with 2018. This year, Fendt dealers in 10 European countries are most satisfied with their supplier's overall performance rating their brand at 14.4. In last year's DSI survey, Fendt and Kubota lead with both an average score of 14.5.

    Most significant changes

    Compared to last year's averages, we can conclude that there's a significant positive development of:

    • 5 points: on marketing of spare parts, on after-sales service and warranty, administration and terms of payment and on training and management
    • 9 points: on the supplier's willingness to improve weak points
    • 0 points: on marketing of tractors and on theft protection

    On the other hand, the brand image and impact (+0.2) and the profitability contribution (+0.1) show the weakest progress and that can be considered as a dissatisfactory development. Nonetheless, all 14 evaluated aspects show positive developments and trends.

    CLIMMAR is happy about the general improvements, but also encourages and urges tractor suppliers to improve their performance further. We want to keep up the existing dialogue with tractor suppliers to strive for further increased dealer satisfaction in 2020.

    • The presentation on the detailed results of the 2019 CLIMMAR Dealer Satisfaction Index (DSI) can be found here on the CLIMMAR website.
    Címlapkép: Getty Images
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