Mitsubishi Ranks Highest in Indonesia Sales Satisfaction
SINGAPORE: 25 Sept. 2019 — Overall sales satisfaction improves this year among new vehicle buyers but more than one-third are waiting longer than expected for delivery compared with 2018 as some cite paperwork problems, according to the J.D. Power 2019 Indonesia Sales Satisfaction Index (Mass Market) StudySM, released today.
Satisfaction this year is driven by improvements across the sales process, notably contributed by sales consultant satisfaction. Fewer incidences of pressured sales (6% in 2019 vs. 9% in 2018), more customers reporting dealer staff completely understanding their needs (84% vs. 72%) and use of digital tools like dealers’ smartphones or tablets (66%) lifted the overall index score by 21 points (on a 1,000-point scale) to 830 points this year.
“Sales consultants are working hard this year to listen to buyers’ needs and guide them to the right vehicles,” says Srabani Bandyopadhyay, Country Manager for Indonesia, at J.D. Power. “However, buyers are still facing issues such as paperwork problems and delays in new vehicle deliveries. These matters frustrate buyers and should be addressed before commitments to customers are made.”
The study finds 38% of buyers received their new vehicle later than promised, compared with 28% in 2018; average delivery time is two days longer in 2019 vs. 2018; and 22% of customers return to the dealership to fix paperwork problems.
Following are additional key findings of the 2019 study:
- Fuel efficiency, styling and resale value are main purchase reasons: The top reasons that influence purchase include good fuel efficiency (20%); exterior styling (11%); interior style and comfort (10%) and high resale value (9%).
- More shoppers reject test drives: Surprisingly, there is an increase in shoppers who don’t want or need a test drive (35% vs. 24%). This is a worrying trend as repeat buyers generally indicate higher sales satisfaction when taking a test drive (851) compared with those not wanting or needing to test drive a new car (827). Additionally, the test drive offers sales consultants the opportunity to highlight not only the main performance attributes of the vehicle but also promote new features such as infotainment, safety or appealing interiors.
- Further explanations needed after purchase: More than half of customers (57%) want additional explanations about key vehicle features, highlighting a need for dealers to provide more specific and tailored explanations upon vehicle delivery. Common explanations requested across the six features listed include vehicle safety features (40% of new buyers); audio system (36%); vehicle communications system (36%) and Bluetooth connectivity (34%).
Mitsubishi ranks highest in overall sales satisfaction with a score of 835. Toyota (834) ranks second, while Honda (828) and Suzuki (828) rank third in a tie.
The J.D. Power 2019 Indonesia Sales Satisfaction Index (SSI) StudySM is a comprehensive analysis of the new vehicle purchase and delivery experience. The study is based on responses from 2,304 new-vehicle owners who purchased their vehicle between July 2018 and June 2019. The study was fielded from January through August 2019.
Now in its 19th year, the study examines five factors that contribute to overall customer satisfaction with the new vehicle purchase experience. They are (in order of importance): sales consultant (23%); dealer facility (23%); delivery process (19%); working out the deal (19%) and paperwork completion (16%).
The study also includes the Net Promoter Score® (NPS), which measures new vehicle owners’ likelihood to recommend their vehicle brand on a 0-10 point-scale.
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, South America, Asia Pacific and Europe.
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