JD Power, along with NielsenIQ, has announced that MG Motors India has topped its 2022 India Customer Service Index (CSI) Study with a score of 860 out of 1,000.
The SAIC-owned carmaker was followed by Honda Cars India, Hyundai Motor India, and Toyota Kirloskar Motor, scoring 852 each.
Notably, the study measures new-vehicle owners’ satisfaction with the after-sales process by examining dealership performance in five factors which include service initiation having 26% of weightage, service advisor and vehicle pick-up at 20%, service quality at 19% and service facility with the rest 15%. Interestingly, the study only examines aftersale satisfaction in the mass market segment.
A press release from JD Power noted that the 2022 CSI Study is based on responses from 5,586 new-vehicle owners who purchased their vehicles from July 2019 through September 2021.
From July through September 2022, NielsenIQ conducted face-to-face surveys in 25 major cities in India, asking 125 questions of vehicle owners about their experience with their most recent service at their brand’s authorised workshop.
After conducting the surveys, the responses were cleaned for data quality and calculated. Brands included in the study are ranked according to the aggregate score.
The 2022 study finds that satisfaction among customers who have received implementation of all interaction elements increases by 25 index points (on a 1,000-point scale) vs among those who do not receive them (863 vs 838, respectively).
Additionally, more than three-fourths (80%) of customers say that key elements of service quality were done, such as completing all requested work, work done right the first time, and the vehicle being cleaned. Satisfaction declines 22 points when customers say that even one of these elements was missed.
While Millennials and Gen Z customers are the least satisfied among generational groups, with the overall satisfaction of 822, which is 22 points below the average, they are significantly more critical of any omission in the implementation of both interaction and quality of service.
In contrast, older customers over 35 years tend to be more forgiving and place a higher importance on the quality of service.
Sandeep Pande, Lead of the automotive practice India, NielsenIQ, said that dealerships that can deliver both quality of service and interaction could expect to achieve higher recommendation and retention levels.
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