Auto Customers Expect Timeliness in Sales Process to Be Improved, J.D. Power Finds
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Hyundai and Toyota Rank Highest in a Tie in New-Vehicle Sales Satisfaction
SINGAPORE: 26 Feb. 2019 — Reducing the time taken to complete the various sales processes of purchasing a new vehicle, for example, by using technology devices and improving the manner in which features are explained and demonstrated, is crucial to achieve an enhanced customer experience, according to the J.D. Power 2018 Vietnam Sales Satisfaction Index (SSI) Study,SM released today.
The study finds that the timeliness of completing the final delivery and paperwork of the vehicle are the aspects of the sales process in which new car owners in Vietnam feel least satisfied. The delivery process takes 50 minutes on average — however, customer satisfaction is highest (841 points on a 1,000-point scale) if the delivery process could be completed within 30 minutes compared to 824 points when more than 30 minutes is taken.
“Customers are sensitive about the time they spend in the showroom during the delivery process,” said Siros Satrabhaya, Regional Director, Automotive Practice at J.D. Power. “Dealer staff need to ensure that they spend their time with customers efficiently and in a way that brings the most value to the customer, for example, by explaining how to use vehicle features and reviewing sales paperwork. Using tablet devices to demonstrate features during the delivery process, in addition to providing follow-up explanations of features after delivery could help to reduce the duration of the process on the day of delivery and ensure an improved customer experience.”
The study finds that customers who receive follow-up explanations of features at the dealership or over the phone (842 points and 832 points, respectively) are more satisfied than those who do not (753 points). Similarly, customers who experience demonstrations of vehicle features via technology devices at delivery are more satisfied than those who do not experience the same (839 vs. 793 points, respectively).
The following are additional key findings of the 2018 study:
- Test drive experience improving: Satisfaction among customers offered a test drive is higher than among those not offered the same (830 vs. 722, respectively). The study finds that more customers in 2018 were offered a test drive compared to the previous year (95% vs. 85%, respectively) and more customers took the vehicle for a test drive compared to 2017 (88% vs. 70%, respectively).
- Purchasing with car loan lowers satisfaction: Customers who financed the purchase of their vehicles were less satisfied across all attributes compared with customers who paid cash. The largest differences in satisfaction occur in relation to the ease of coming to an agreement on the final price (8.14 vs. 7.58, respectively, on a 10-point scale), the transparency of the paperwork/finance process (8.37 vs. 7.83, respectively) and the timeliness of completing the final paperwork process (8.19 vs. 7.66, respectively).
- Shorter waiting time results in higher satisfaction: New vehicle owners must wait 11 days on average to have their car delivered from the showroom. Customers who receive their car within three days after purchase are more satisfied compared to those who must wait for more than seven days (854 vs. 800, respectively).
- Excellence in vehicle purchase experience enhances likelihood to promote brand: The Net Promoter Score® (NPS)  measures customers’ likelihood to recommend their vehicle make on a 0-10 scale. The NPS overall score in this year’s study is 51. Promoters (customers who provide a rating of 9-10 points on the likelihood that they will recommend the vehicle brand) reported an SSI score of 871 points, compared with 668 points reported by detractors (those who provide a rating of 0-6 points on their likelihood to recommend the brand).
Among the eight brands ranked in the study, Hyundai and Toyota rank highest in a tie with 838 points. Hyundai performs particularly well on dealership website, dealership facility and working out the deal, whereas Toyota performs well on sales consultant, paperwork completion and the delivery process.
The 2018 Vietnam Sales Satisfaction Index (SSI) Study is based on responses from 1,257 new-vehicle owners who purchased their vehicle from October 2017 through December 2018. The study was fielded online from June through December 2018.
Now in its 10th year, the study measures overall sales satisfaction based on six factors (in order of importance): delivery process (23%); paperwork completion (19%); dealership facility (19%); sales consultant (19%); working out the deal (14%); and dealership website (6%).
About J.D. Power in the Asia Pacific Region
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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