Auto-industry Trends: Toyota led the auto industry in India in terms of purchase and service experiences: Forrester Report, ET BrandEquity




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Toyota offers the best shopping and service experiences in 2022, Toyota provided the best shopping and service experiences. In 2021 it replaced Ford as the leader in Customer Experience. Toyota led the Indian auto industry in terms of both buying experience and service experience. CX beat its competitors in almost every driving category, delivering 85 positive emotional interactions for every negative.

Forrester has released its ‘Indian car manufacturers’ customer experience index ranking, 2022′ reveals ranking of seven car brands – Ford, Honda, Hyundai, Mahindra & Mahindra, Maruti Suzuki, Tata Motors and Toyota — were analyzed as part of the ‘India Customer Experience Index’. The report also revealed trends in CX quality and the role that emotion plays in CX.

According to the report, Ford was right next to Toyota when it came to the CX. Although the score increased by 2.4 points in 2022, Ford fell from first place to second place. After announcing a halt in manufacturing and sales, the brand froze parts prices and announced a commitment to servicing existing vehicles, keeping 90 percent of its service network in the country.

The average score for the automotive industry increased by 2 points compared to last year. While the scores of six of the seven brands increased, only three – Toyota, Ford and Tata Motors – improved by a statistically significant amount. While all brands delivered good CX, only one (Toyota) managed to return to the excellent CX category.

While auto brands have doubled down on their digital presence in recent years, especially since the pandemic, customers who blended physical and digital interactions when purchasing and servicing their vehicles had the best CX.

Conversely, those who only had physical interactions had the worst experiences. While digital support is great, brands can’t afford to waste the opportunity to physically interact with customers, such as in person or over the phone. These interactions offer high-touch, high-visibility opportunities for brands to influence customers and prospects, the report suggests.

The ranking identifies the key drivers that have the greatest impact on brand loyalty. The top five emotions that drive purchase loyalty are making customers feel delighted, satisfied, confident, valued and satisfied; the top five driving service loyalty is making them feel confident, grateful, happy, valued and hopeful.

Among customers who felt confident, 85 percent intend to stay longer with the brand and 88 percent will do so. In 2022, car purchases are most influenced by drivers related to the vehicle and service category, including drivers related to quality, warranty, ease of obtaining credit, and availability of important vehicles and services.

Customers are usually disappointed when brands fail to deliver on their promises or meet customer expectations. Among Indian carmaker industry service customers who felt disappointed, only 59 percent plan to stay longer with the brand; 56% will defend it.

Data from Unicommerce suggests that the e-commerce industry saw order volume growth of 69.4 percent year-on-year (year-over-year) in 2022. In comparison, the year 2021 saw an increase in order volume of 44.9%. The beauty and personal care segment continues to show strong growth on digital shopping platforms.

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  • Posted on December 20, 2022 at 7:21 PM IST

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