Buying a car is an astounding experience for any individual but not every automaker can provide a seamless experience during the buying process. So to judge the manufacturers on the basis of who can provide the best customer satisfaction during the sale of a car JD Power Sales Satisfaction Index was created. And this year the manufacturer with the highest rating in the JD Power Sales Satisfaction Index 2022 was the British motoring brand Morris Garages. MG India scored a rating of 881 out of the 1000-point index. MG was followed by Toyota India with a score of 878. Subsequently, the third step on the podium was held by Hyundai India with a score of 872.
Six factors are used to gauge a new-vehicle buyer’s satisfaction with the sales process in the JD Power Sales Satisfaction Index. These judging parameters include the delivery process (20%), dealer facility (18%), paperwork completion (17%), negotiating the deal (15%), sales consultant (15%), and brand website(14%). These factors are given in the order of significance. O nly the mass-market category is examined in the study’s analysis of sales satisfaction. The responses of 6,618 new-vehicle purchasers who made their purchases between January and December 2021 served as the basis for the 2022 India Sales Satisfaction Index (SSI) Study. The survey was performed between June and September 2022 by JD Power in association with NeilsenIQ.
According to the report, even in the age of digitization, where 88 percent of consumers conduct product research online, in-store product discovery still ranks among the top factors in determining customer happiness. But just roughly a third of the buyers had a flawless time discovering products in the showrooms.
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Commenting on the study’s findings Sandeep Pande, lead of the automotive practice India at NielsenIQ, said, “Even an era of instant information availability, the importance of sales consultant–led product discovery continues to drive purchase experience.” He further added, “With customers returning to the showrooms for their purchase, a seamless product discovery will aid satisfaction and will drive dealer referrals.”
The analysis also discovered that nearly a third (27%) of its clients had one or more problems during their business interactions with the dealers, resulting in a decline in the satisfaction score. In contrast, Gen Z and millennial consumers were the hardest to please, with 41 percent expressing problems with product discovery interaction as opposed to 33 percent of older clients. Customers are sensitive to important explanations on the day of delivery and a little bit beyond, for example, on issues like a special ceremony and a follow-up call, the survey also revealed.
As per the scores MG has acquired the top spot on the index owing to its smooth and interactive retail experience. The British automotive marque offers its eXpert digital platform and entirely digital showrooms in the country. The Hector, Hector Plus, Gloster, Astor, and ZS EV are the products currently offered in India by the brand. A two-door, all-electric variant based on the Global Small Electric Vehicle (GSEV) platform from SAIC-GM-Wuling has also been announced by the brand and it could go on sale in the first half of 2023.
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