The study highlights that even in the era of digitization, physical product discovery at showrooms is important for customer.
MG India has secured the highest ranking in the J.D. Power 2022 India Sales Satisfaction Index (SSI) Study. On a 1,000-point scale, MG scored 881, followed by Toyota India (878) and Hyundai India (872) in second and third places respectively. This is the second consecutive year that MG has topped the study, with Toyota and Hyundai also repeating their respective standings.
- Study measures car buyer’s satisfaction on six different parameters
- Millennials and Gen Z customers are the hardest to please
- Product discovery at showrooms remain an important driver of customer experience
2022 India Sales Satisfaction Index (SSI) Study: what is it?
It measures new-vehicle buyer’s satisfaction with the sales process on six factors (listed in order of importance): delivery process (20 percent); dealer facility (18 percent); paperwork completion (17 percent); working out the deal (15 percent); sales consultant (15 percent); and brand website (14 percent). The study examines sales satisfaction solely in the mass-market segment.
The 2022 India Sales Satisfaction Index (SSI) Study is based on responses from 6,618 new-vehicle buyers who made their purchase from January to December 2021. The study, conducted by J.D Power in collaboration with NeilsenIQ, was fielded from June through September 2022.
Findings of the study
The study has found that even in the era of digitization, with 88 percent researching about the product online, product discovery at showrooms remains one of the most important drivers of customer satisfaction. However, about one-third of the customers do not experience a seamless product discovery engagement at the showrooms.
“Even in an era of instant information availability, the importance of sales consultant-led product discovery continues to drive purchase experience,” said Sandeep Pande, lead of the automotive practice India at NielsenIQ.
MG, with its eXpert digital platform and fully digital showrooms, therefore seem to be offering the best retail experience among mass-market carmakers in India. The Chinese-owned British carmaker currently sells the Hector, Hector Plus, Gloster, Astor and ZS EV in India. It is also developing an all-electric, two-door model, slated for an early 2023 launch, which will be based on SAIC-GM-Wuling’s Global Small Electric Vehicle (GSEV) platform.
The study also found that nearly one-third (27 percent) customers faced one or more issues during their commercial engagement with the dealers, thereby dropping the satisfaction index. Meanwhile, millennials and Gen Z customers were the most difficult lot to please with 41 percent citing issues in product discovery engagement versus 33 percent among older customers. The study also pointed out that customers are sensitive towards key explanations on the day of delivery and a bit beyond, for instance, on matters such as a special ceremony and a follow-up call.
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MG India tops customer sales satisfaction – J.D. Power 2021 India SSI Study
MG tops J.D. Power 2021 Customer Service Index Study