According to the report, despite online information, sales consultant led product discovery drive satisfaction with purchase experience in India. The report also indicates that a seamless product discovery will aid customer satisfaction and eventually lead to dealer referrals.

What does the report include?

The study measures new-vehicle owners’ satisfaction with sales process by examining satisfaction levels based on six factors:

• Delivery process
• Dealer facility
• Paperwork completion
• Working out the deal
• Sales consultant
• Brand website

Key findings of the SSI Study

• Commercial engagement issues affect overall satisfaction: Nearly one-third (27%) of customers mention that they faced one or more issues during their commercial engagement with the dealers. Satisfaction of these customers drops 26 points compared with those who do not experience any such issues. 

• Millennials¹ and Gen Z customers remain hard to please: Millennials and Gen Z customers remain the least satisfied, with an overall satisfaction of 852. That score, which is lower than the industry average, reflects lower satisfaction in product discovery engagement as 41% of this cohort citing issues Vs. 33% among older customers. 

• Key explanations on the day of delivery and beyond: Customers remain sensitive towards key explanations on the day of delivery and a bit beyond. Customers who are provided all explanations, a special ceremony and a follow-up call have an average score of 871. When a dealer fails to complete one of these steps, satisfaction declines to 835. 

^[1] J.D. Power defines generational groups as Pre-Boomers (born before 1946); Boomers (1946-1964); Gen X (1965-1976); Gen Y (1977-1994); and Gen Z (1995-2004). Millennials (1982-1994) are a subset of Gen Y.