The study revealed that Kia leads the overall customer experience in the survey in the mass market segment with a score of 45.84. Audi led the luxury segment with a score of 48.93. The over all customer experience survey included 97 attributes across sales, product and after-sales experiences, each having a weightage of 25 per cent, 25 per cent and 50 per cent, respectively.
Kia also ranked the highest in mass segment for the Sales Experience Index. It got a score of 52.52, scoring most in test drive experience, responsiveness of sales team, and customer relationship management. BMW topped this category in the luxury segment a score of 52.52, ranking highest in availability of roadside assistance, online advertisements, amongst others.
In Product Experience Index, Toyota topped the mass segment with 45.40. Good resale value, gearshift quality, quality of lights, contributed the most to its ranking, while Audi led the luxury segment with a score of f 46.35, ranking highest in vehicle suspension quality, engine power, amongst others.
Kia again ranked the best in After-Sales Experience Index for mass segment with a score of 44.15. It ranked highest in condition of the car delivered, technical knowledge of the after-sales team, responsiveness of the after-sales team, amongst others. Similarly, Audi too led in the luxury segment with 50.51, ranking highest in ease of accessing the team, technical knowledge of the after-sales team, amongst others.
The primary objective of the study was to assess and quantify customer experience across sales, after-sales service and product quality in the passenger vehicle category. The study highlights the key drivers of experience, providing valuable insights for the automotive industry. The respondents were selected to represent a broad demographic of vehicle owners. The profile includes males and females aged 18 years and above, all of whom are primary users and primary or occasional drivers of personally owned vehicles.
The study further categorised respondents into two distinct groups of vehicle bought from an authorised dealer within last 12 months (May’23 to May’24) for the “Sales & Product Quality” and those who purchased their vehicle between 2021 and 2023, having availed after-sales services within the last six months, for the “After-Sales Service” category.
CEI was conducted with a sample size of 8,685 respondents. The sample was divided into two primary categories, including 3,683 respondents who provided insights into their experiences related to “Sales & Product Quality,” and 5,002 respondents who contributed to the “After-Sales Service” category.
To further refine the analysis, the sample was stratified by market tier, with 3,951 respondents from Tier 1 cities, 3,925 from Tier 2 cities, and 809 from Tier 3 cities.
