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
Despite a strong overall performance, the segment score is low on the customer-prioritised attribute of website quality
Q1 - Was I able to assess my options well and arrive at a decision?
Voice of customer insights
听
Customers research online as well as within their social circle while assessing their requirements
- 鈥淚 did a lot of research on different models. I asked a lot of people. I went through various sites before making my buying decision鈥�
- 鈥淭he site is a bit complicated and there is no way to know if it is official or unofficial. Many unofficial sites have been created, so it becomes a bit problematic."
Customers seek support from sales staff prior to making the final decision
- 鈥淭he salespeople couldn鈥檛 explain the features to me well, else I would have chosen brand A鈥�
- 鈥淏rand B salesperson just mentioned two or three things and gave a quotation. I didn't find it that interesting. Brand C on the other hand explained the features very well."
Customers highly value the showroom experience and financing options when making their purchase decisions
Q2 - Was the purchase experience smooth and comprehensive?
Voice of customer insights
听
Customers have cited that a visit to the showroom helped drive their decision
- 鈥淭he showroom was very nice, and the management there was excellent. They showed us a lot of things, and also gave us a test drive so that we could see how it feels to drive it. That experience made me sure of my decision..鈥�
Customers value seamless booking and payment experience
- 鈥淏ike's payment process wasn't as complicated as expected. We got the financing done without much hassle. It was done instantly because our credit score was good. So, everything being seamless was great as it was my first bike purchase.鈥�
The quality of resolution and availability of spare parts are the most important aspects for customers post-purchase
Q3 - Did the brand's product and services meet my expectations?
Voice of customer insights
听
Customers appreciate prompt service support and quick complaint听 resolution
- 鈥淭here was a slight problem with my engine, so I went to the service center. At the service center, their service was so fast that we went in the morning and got back by evening. Otherwise, the other services I've seen usually take around two or three days. For my friend鈥檚 bike, it took two days to fix the same engine problem鈥�
- 鈥淚 filed a complaint that the bike was hitting the speed breaker at the bottom. Even in the updated models, they are not rectifying that stand issue. This new model also has the same problem. If this continues like this, I will have to choose another brand.鈥�
Availability of spare parts and resale value are important considerations for the customers
- "I like the Brand X. Wherever I need a replacement for a part, it is easy to find in the market. The resale value of Brand Y and Z is not good. That's why I always chose and recommend Brand X.鈥�
Striking the right balance between delighting the customer and the cost of servicing them is key to maximising value
Performance of the segment on prioritised experience attributes
Brands can focus on the following prioritised attributes to maximise customer value
- Expand the vehicle portfolio to include to include electric and hybrid options, catering to the growing demand for eco-friendly transportation
- Improve service experience by implementing a streamlined and user-friendly service booking system, ensuring a quick and efficient maintenance and repairs
- Ensure responsive support by establishing a 24/7 customer support hotline with knowledgeable representatives to address customer queries and issues promptly
- Enhance trust and transparency by providing detailed information on vehicle performance, maintenance costs, and customer reviews on the official website.
Customer retention is low, with 58 per cent switchers seeking great performance from the vehicle, and empathetic support from staff
Customer segmentation based on satisfaction and loyalty听
(percentage share of respondents)
Customer 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 not satisfied. Finally, 鈥楧ependents鈥� are customers who remain loyal despite low satisfaction due to lack of alternatives in the market.
38 per cent of the customer base are strong ambassadors as their brand of choice meets their expectations on the vehicle performance, promised features and value for the price paid
However, 58 per cent of the customers are likely to substitute their preferred brand if it fails to meet their expectations
- Customers rely on the consistent quality of their vehicles for safety, performance, and durability. Any deviation in quality standards can lead to dissatisfaction and drive them to explore more reliable options
- Two-wheeler customers value attentive and understanding service, especially during purchase, maintenance, or issue resolution
- A trusted brand name instills confidence in customers. If the brand fails to uphold its reputation through poor product performance or misleading promises, customers may seek out competitors with stronger credibility.
Customers want brand to meet expectation while providing proactive support throughout the purchase journey
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)
鈥楨xpectation鈥� (23 per cent) and 鈥楨mpathy鈥� (21 per cent) are the key pillars of experience influencing customers鈥� purchase decisions.
Brands can meet customer expectations by 鈥�
- Ensuring dealerships have sufficient inventory and are equipped to provide exceptional service and test drive experiences enhances customer satisfaction
- Providing intuitive websites and mobile apps for easy browsing, purchasing, and customer service creates a seamless experience
- Offering transparent pricing and flexible financing options makes two-wheelers more accessible to a wider customer base.
Brands can improve performance on the 鈥楻esolution鈥� pillar by 鈥�
- Providing dealerships with the tools, resources, and authority to handle customer issues locally, reducing resolution time and improving customer satisfaction
- Equipping customer service teams with comprehensive product knowledge and problem-solving skills to address issues efficiently and effectively
- Implementing systems and processes to minimise response and resolution times, such as automated ticketing and escalation mechanisms.
Brands can enhance value by offering helpful, personalised purchase experience, reinforced by responsive customer support
Top experience attributes influencing the customer鈥檚 willingness to pay
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Helping, respectful and empathetic service from staff across online/offline channels
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Responsive customer support with proactive resolution, turning a bad experience into a better one
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Consistently bringing new-age, high performance vehicles to the market
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Personalisation across point-of-sale in the form of product customisation, and discount offers
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Complete delivery of promises made on brand/product experience for the money paid
Thoughtful and understanding interactions build trust and increase customers鈥� willingness to invest in a brand by 33 per cent.
听25 per cent of the customers will pay premium if they believe that the brand will provide a high quality product and quick resolution of their concerns 鈥�
- Consistent quality assures that customers are getting the best possible product for their investment
- Timely and effective support builds trust and confidence, assuring customers that their concerns will be addressed quickly, making them more willing to pay for a reliable ownership experience.
For 23 per cent of customers, customised financing options or vehicle features aligned with their preferences enhance the sense of value and satisfaction
Customers prioritise brands that deliver on promises, with 22 per cent willing to pay more for a reliable brand.
Our customer experience (CX) insights across sectors
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