Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
Purchase
Post - purchase
Difficulty in finding information and a lack of financing options can delay purchases, leading brands to lose valuable customers
Q1 - Was I able to assess my options well and arrive at a decision?
Voice of customer insights
Ìý
Customers need a well-designed website to support their initial assessment of the vehicle
- Without user-friendly tools for comparing models, customers may find it hard to assess which vehicle best suits their needs
- If support features like chatbots, FAQs, or service booking tools are hard to locate, it negatively impacts customer satisfaction
- Customers may abandon inquiries or bookings if the contact forms or lead generation processes are cumbersome or unclear.
Primary customers of commercial vehicles are small businesses, hence they value financing support
- The absence of financing support can create an impression that the brand is less customer-centric
- Without financing, customers may delay purchase decisions as they save up or explore alternative funding sources.
Lack of transparency in pricing and limited clarity on insurance may cause distrust among customers
Q2 - Was the purchase experience smooth and comprehensive?
Voice of customer insights
Ìý
The performance of the segment is in line with the CX leader with gaps observed on � negotiations around pricing, warranties and post-sale services
- Unclear or hidden costs can cause frustration and lead to distrust
- Insufficient warranty terms might not address common concerns, making customers hesitant to commit
- Customers might face uncertainty regarding the scope and timeline of services offered after purchase.
Another key area, where customer is facing difficulty is selecting the right insurance plan
- Without proper tools or support, customers may struggle to compare plans offered by different insurers, leading to suboptimal choices
- Customers might worry about the ease, speed, and transparency of claim settlements, influencing their confidence in the insurance plan.
Brands showcase strong performance post-purchase; the potential for distinction is possible on warranty coverage and extension
Q3 - Did the brand's product and services meet my expectations?
Voice of customer insights
Ìý
The ratings indicate that the performance of the brands post-purchase is above average and uniform across different parameters.
Performance can be marginally improved on warranty coverage and extension �
- Standardised warranty coverage may not cater to unique customer needs, leaving some feeling underserved despite the clarity provided
- f the communication about warranties is not easily accessible or available in customer-friendly formats, some may struggle to understand or use the information effectively
- Even with transparent warranty terms, slow or inefficient service when issues arise could diminish the perceived value of the warranty.
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on the prioritised experience attributes
Brands can focus on the following prioritised attributes to maximise customer value
- Simplify the buying process by implementing an easy-to-navigate online platform where customers can customise and order vehicles with minimal steps, including clear financing options
- Establish a strong market presence at industry events, trade shows, and through digital marketing to build brand recognition and trust
- Provide clear and honest information about vehicle specifications, pricing, and delivery timelines to build customer trust and satisfaction
- Offer 24/7 responsive customer support through multiple channels (phone, email, live chat) to promptly address any inquiries or issues
- Innovate by introducing eco-friendly and technologically advanced vehicles that meet modern standards and customer expectations.
In the commercial vehicle sector, a brand's strength is determined by it's market presence, value for money and clear communication
Customer segmentation based on satisfaction and loyaltyÌý
(percentage share of respondents)
A customer’s retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors� are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers� on the other hand, are always seeking better options. ‘Critics� as the third segment actively convey negative feedback about the brand if not satisfied. Finally, ‘Dependents� are customers who remain loyal despite low satisfaction due to a lack of alternatives in the market.
53 per cent of the customer base are ambassadors as their brand of choice meets their expectationsÌýâ€�
- Lower upfront costs or more attractive financing and leasing options can entice customers to explore alternatives
- A strong market presence achieved by building a robust network of dealerships, service centers, and partnerships, ensures that the brand is easily accessible to the customer.
However, 44 per cent of the customers are likely to substitute their preferred brand for �
- Better product offerings in terms of superior features, performance, or fuel efficiency
- Reliable, timely, and proactive after-sales services along with a more personalised experience, better communication,Ìýand stronger relationships
- A well-regarded competitor with a strong track record of reliability and trust can win over customers from less reputed brands.
The segment is meeting customer requirements on ‘Empathy� pillar; however, there is a need for improvement on ‘Expectation� and ‘Resolution� pillars
Performance across the ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India's Six pillars of customer experienceÌý
(Weightage of the pillars to the overall experience requirements)
‘Expectation� (23 per cent) and ‘Integrity� (20 per cent) are the key pillars of experience influencing customers purchase decisions.�
Commercial vehicle brands can meet customer expectations by �
- Equipping relationship managers and customer-facing teams with strong communication and problem-solving skills to deliver top-notch service
- Building durable and high-performance vehicles that minimise downtime and maintenance costs, improving customer satisfaction
- Maintaining transparency in pricing, warranties, and performance claims, creating a sense of credibility and loyalty.
Commercial vehicle brands can improve performance on ‘Resolutionâ€� byÌýâ€�
- Implementing efficient systems for logging, tracking, and resolving customer complaints. Ensure that issues are addressed promptly and systematically
- Anticipating common challenges faced by customers, such as maintenance or warranty-related concerns, and offer preemptive solutions or support
- Leverage AI-driven tools for automated troubleshooting or predictive maintenance, minimising downtime and enhancing customer experience.
For the commercial vehicle segment, the willingness to pay more is high across the key experience pillars of ‘Expectations� and ‘Empathy�
Top experience attributes influencing the customer’s willingness to pay
An individual’s willingness to pay a premium is driven by immediate needs. As today’s customer evolves, the focal aspects of premiumisation has shifted from functionality to experience. These aspect may translate as personalised convenience, omnichannel browsing or even exclusivity in customer support.
Customers prioritise brands that deliver on promises, with 31 per cent willing to pay a premium for reliability
- Knowing that the brand consistently delivers on promises reduces risks and adds to the perceived value, encouraging customers to pay more.
A strong brand presence and positive social perception influence willingness to pay for 30 per cent of the customers
25 per cent of the customers can be influenced to pay a premium on �
- Thoughtful and understanding interactions build trust, increasing customers' willingness to invest in a brand that prioritises their needs
- Consistent quality provides assurance that customers are getting the best possible product for their investment.
Our customer experience (CX) insights across sectors
Key Contacts
Nikhil Sethi
National Leader Consumer Goods and Co-Lead Customer & Operations
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
Jeffry Jacob
National Sector Leader Automotive, Partner Business Consulting
ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in India
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