Increased customer loyalty and customer retention is a goal for all original equipment manufacturers (OEMs). We studied how customers feel about their policies and extended warranties, and how that affects retention and loyalty. More than 90,000 end customers of the most important vehicle manufacturers in Germany were surveyed.

1. END CUSTOMERS PERSPECTIVE ON
POLICIES AND EXTENDED WARRANTIES
SGS constantly monitors the global automotive aftermarket, focusing on dealer and customer
satisfaction. The key question for all automotive OEMs is: How can one increase customer retention
and loyalty?
The goal of the study was to develop a good overview of customer satisfaction with warranties and
policies for the most important vehicle manufacturers in Germany. We put a high value on comparable
results to enable a comparison on brand level.
MAIN FINDINGS / HIGHLIGHTS
ABOUT SGS
Our automotive industry services drive performance and safety worldwide, supporting manufacturers,
Tier 1-3 suppliers, traders, governments, financial institutions and insurance companies with a wide
range of needs.
Within our broad portfolio of services we offer dealership audits, performance reviews and
improvement, consulting and coaching as well as workshop audits, logistics services and supply chain
security services.
LEARN MORE AND ACCESS THE FULL REPORT: WWW.SGS.COM/AUTOPOLICYSURVEY
Non policy customers are
only 16% less likely to
stay with workshop16%
WORKSHOPS
ARE LESS AFFECTED BY
NOT OFFERING A POLICY
▄ Certainly not to visit the workshop again
▄ Rather not to visit the workshop again
▄ No effect
▄ Probably continue to visit the workshop
▄ Certainly continue to visit the workshop
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 Issue 2 Issues 3 Issues More than
3 Issues
CUSTOMER RECEIVED POLICY CUSTOMER DID NOT RECEIVE POLICY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 Issue 2 Issues 3 Issues More than
3 Issues
N = 194 N = 351
THE RESEARCH
>90,000
Online panel of
927
Participants
55,000
Invited
536Had a problem
189With goodwill policy case
Location:
CUSTOMERS WITH
MORE THAN
THREE POLICY CLAIMS
TEND TO BE LOST
Customers receiving a
policy are 24% more likely
to stay with the brand24%
POLICIES AND EXTENDED
WARRANTIES
ARE A KEY CONTRIBUTOR TO
CUSTOMER LOYALTY TO A BRAND
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 Issue 2 Issues 3 Issues More than
3 Issues
CUSTOMER RECEIVED POLICY
▄ Change the Brand
▄ Rather change the brand
▄ No effect
▄ Rather not change the brand
▄ Not change the Brand
CUSTOMER DID NOT RECEIVE POLICY
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 Issue 2 Issues 3 Issues More than
3 Issues
N = 190 N = 333