German automaker Audi has topped the J D Power 2015 India Sales Satisfaction Index study (Luxury Segment) for the year of 2015. The study was conducted on the basis of overall satisfaction of customers with their sales experience in seven key areas – delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal (in order of importance).
The overall satisfaction is ranked on a scale of 1,000 with Audi ranking highest with a score of 888, followed by BMW with 885 and Mercedes-Benz with a score of 878. Overall, the sales satisfaction in the segment fell to 883 points, a drop of seven points as against 2014.
The key findings of the study were as follows:
- The average time to complete the sales transaction has increased to 10 days from nine days in 2014, while the delivery time has increased to 12 days after booking from 10 days in 2014.
- Communication on the committed delivery time is one of the activities that can improve relationships with customers. Overall satisfaction among 82 percent of customers who receive regular communications from their dealership during the purchase process is 887, which is 21 points higher than among those who do not receive regular communications.
- Post-sales feedback is another important area to engage with luxury vehicle buyers. Overall satisfaction among the 84 percent of luxury-vehicle owners who are asked for their feedback regarding the buying experience is 886, compared with 870 among those who are not asked for feedback.
- Luxury-vehicle buyers in India expect the initial service appointment to be set up on completion of the purchase process. Overall sales satisfaction among customers who are offered this service is 888, which is 27 points higher than among those who are not offered this service.
The study also found that Indian buyers in the luxury segment were quite involved in the buying process with over 35 percent of the buyers looking at alternative models as well and 45 percent using the internet as their chief source of information on vehicles. Furthermore, the study also found that buyers on average visited three dealerships during the buying process with 80 percent test-driving the vehicle before purchasing.
The results of this study were based on 244 new car owners who purchased their vehicles between September 2014 and April 2015, with the study being fielded from March through July 2015.