The Federation of Automobile Dealers Associations (FADA), in partnership with Frost & Sullivan, has unveiled the results of the 2024 Customer Experience Index (CEI), a comprehensive study focused on assessing customer experiences in the Indian automotive industry across sales, after-sales service, and product quality in the passenger vehicle segment.
The study was designed to evaluate customer experiences through a substantial sample of 8,685 respondents, divided into two main categories: 'Sales & Product Quality,' with insights from 3,683 respondents who purchased vehicles within the last year, and 'After-Sales Service,' with inputs from 5,002 respondents who bought their vehicles between 2021 and 2023 and availed after-sales services within the last six months. The sample was further stratified by city tiers, including responses from Tier 1, Tier 2, and Tier 3 cities.
Key Highlights
Overall Customer Experience Index (CEI): The CEI considered 97 attributes across sales, product quality, and after-sales experiences. Kia led the mass market segment with a score of 45.84, while Audi topped the luxury segment with a score of 48.93.
Sales Experience Index (SEI): Kia ranked highest in the mass market segment with a score of 52.52, excelling in areas such as test drive experience and sales team responsiveness. BMW led the luxury segment, also scoring 52.52, with strengths in roadside assistance and online advertisements.
Product Experience Index (PEI): Toyota scored the highest in the mass market segment with 45.40, driven by factors like resale value and gearshift quality. Audi led the luxury segment with a score of 46.35, excelling in vehicle suspension quality and engine power.
After-Sales Experience Index (ASEI): Kia ranked highest in the mass market after-sales experience with a score of 44.15, recognised for the condition of the car delivered and the technical knowledge of the after-sales team. Audi led the luxury segment with a score of 50.51, noted for ease of access to the team and technical expertise.
FADA's Chairman of the Academy & Research, Vinkesh Gulati, remarked on the study's findings, emphasising that service, comfort, and reliability are top priorities for customers. He noted that while the industry is currently excelling in these areas, maintaining and continuously improving these standards is crucial. Additionally, he highlighted the growing importance of reach and accessibility over traditional large infrastructure investments.
Shylesh Narayanan, Country Head of Frost & Sullivan India, added that the CEI, with its unbiased sampling, offers valuable insights for OEMs and dealers to refine their strategies in line with evolving customer expectations. He highlighted that the study will guide the industry towards enhanced customer experiences, thereby fostering greater loyalty.
The study also identified key factors that significantly enhance customer satisfaction across different categories:
Sales Delighters: Test-drive experiences, sales team responsiveness, and seamless transaction processes.
Product Delighters: Vehicle performance, seat comfort, legroom, fuel efficiency, and resale value.
After-Sales Delighters: High workmanship quality, ease of appointment scheduling, effective follow-up, fair pricing, and straightforward complaint registration.
Also Read:
FADA Academy & IIT Delhi Unveil Advanced Certificate Program In Automotive Technologies