An individual鈥檚 willingness to pay a premium is driven by immediate needs. As today鈥檚 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.
Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
Purchase
Post - purchase
Sales staff support in feature assessment is crucial and highly influences customer decisions during the pre-purchase stage
Q1 - Was I able to assess my options well and arrive at a decision?
Voice of customer insights
听
Sales staff support in assessing features can significantly improve customer experience during the pre-purchase听
stage 鈥�
- 鈥淲hen you contact the brand or visit the store, they should always help you. When I bought car X,听 the team was very helpful. They contacted us from time to time and addressed all our inquiries very quickly and nicely"
- 鈥淗ow sales staff react when we go, what service they are giving us, how they are telling us about the car, all that is very important.鈥�
Prompt follow-up enhances customer engagement and interest听鈥�
- 鈥淚 contacted Brand A and B to see the petrol segment of the car, but Brand B didn't call me back even after a month. However, with brand A, I didn't need to follow up. They called and scheduled a meeting.鈥�
The segment excels in customer-prioritised attributes such as ease of taking test drives and availability of financing options
Q2 - Was the purchase experience smooth and comprehensive?
Voice of customer insights
听
Customers value the ease of taking a test drive while making a purchase decision 鈥�
- 鈥淲e always take a test drive before buying a car. There was no test drive available for the model I wanted. I was familiar with the brand and model, but for someone who needs a firsthand experience before considering it for purchase, test drive is important鈥�
- 鈥淏efore getting my car, I did many test drives with all brands I considered. Brand A even brought it to my place, and I didn't have to travel鈥�
Customers cited that the availability of financing options is a basic expectation 鈥�
- "They did a smooth loan process. There weren鈥檛 any heavy technical details to understand. It was pretty simple.鈥�
Customers value a seamless ownership experience from the delivery to the quality of service facilitation
Q3 - Did the brand's product and services meet my expectations post product purchase?
Voice of customer insights
听
Customers value a smooth car delivery experience 鈥�
- "They come to your house and office to collect payments and checks for finalising the purchase. They provide many such convenient facilities鈥�
Service facilitation was cited as a crucial factor in building brand trust post-purchase 鈥�
- "My brother has been using car X for the last 10 years, so I was impressed by the car service and the maintenance service they provide鈥�
- 鈥淚f we go to metro cities, Brand A has a good servicing system in place. If you go to a remote village and have a problem, the local mechanic can easily fix it. We don't trust that other cars will have the same convenience when it comes to this."
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
Customers prioritise a trusted brand for their vehicle purchase, and automakers can improve on the trust factor by
- Maintaining an open and honest communication with customers about vehicle performance, recalls, and service issues
- Showing a commitment to continuous improvement by regularly enhancing vehicle features based on customer feedback and technological advancements.
Automakers are expanding their portfolios to include electric vehicles
- The demand for electric vehicles continues to grow as customers prioritise sustainability and lower running costs.
Strategies used by automakers to improve the service experience for customers
- Implementing digital tools for scheduling service appointments, tracking service progress, and providing real-time updates
- Providing options for vehicle pick-up and drop-off for service appointments, or even mobile service units that can perform maintenance at the customer's location.
While delivery on promised value is desirable, responsive customer support and a trusted brand name will impact retention
Customer segmentation based on satisfaction and loyalty听
(percentage share of respondents)
A customer鈥檚 retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. 鈥楢mbassadors鈥� are highly satisfied customers who will keep contributing to the brand鈥檚 success. 鈥楽witchers鈥�, on the other hand, are always seeking better options. 鈥楥ritics鈥� as the third segment actively convey negative feedback about the brand if they are not satisfied. Finally, 鈥楧ependents鈥� are customers who remain loyal despite low satisfaction due to a lack of alternatives in the market.
51 per cent of the customers are satisfied with their current brand
- Customers advocate for brands that offer a seamless test drive experience
- Brands that consistently deliver on their promised value retain loyal customers.
However, 46 per cent of the customers will opt for an alternate passenger vehicle brand if their expectations are not met on 鈥�
- A trusted brand name that assures confidence in the quality, reliability, and overall reputation
- Overall performance, fuel efficiency, safety features, and durability
- Prompt responses, issue resolution, and customer support.
The segment is ensuring transparent communication and pricing, however, there is a need to reevaluate the personalisation strategy
Performance across the 乐鱼（Leyu）体育官网 in India's Six pillars of Customer Experience听
(Weightage of the pillars to the overall experience requirements)
鈥業ntegrity鈥� (21 per cent) and 鈥楨xpectation鈥� (21 per cent) are the key pillars of experience influencing customers鈥� purchase decisions.
Passenger vehicle brands can meet customer expectations
by 鈥�
- Ensuring the vehicles are built to high standards, offering durability, safety, and low maintenance costs
- Incorporating advanced features like smart connectivity, autonomous driving aids, and eco-friendly solutions
- From pre-purchase to post-sale services, ensuring smooth interactions, clear communication and fast problem-solving.
Passenger vehicle brands can improve performance on 鈥楶ersonalisation鈥� by -
- Offering customisation, such as choices in color, interiors, and tech add-ons, to provide a tailored experience for every customer
- Offering personalised tech packages, such as advanced infotainment systems, connectivity options, and custom driving modes, can enhance the user's experience
- For features like satellite navigation, entertainment apps, or driver assistance tools, brands can offer subscription models, allowing customers to pick and pay only for what they need.
The segment can unlock upselling opportunities by prioritising exceptional customer experiences and demonstrating reliable and trustworthy operations
Top experience attributes influencing the customer鈥檚 willingness to pay
Customers prioritise brands that deliver on promises, with 33 per cent willing to pay more for a reliable and trusted brand name
- 鈥淐ertain brands are preferred by Indian families like us because they have consistently given our peers excellent value, and we have seen high reliability on their vehicles, features, and service.鈥�
28 per cent of the customers will pay more for -
- Receiving empathetic service from the staff at dealerships
- Consistent delivery on performance, features, and comfort as advertised by the brand, complemented by excellent service.
Customers expect passenger vehicle brands to provide access to a wide range of models and variants at dealerships. Notably, 26 per cent of customers are willing to invest in a higher-priced variant if they have the opportunity to evaluate and test-drive it beforehand.
Our customer experience (CX) insights across sectors
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