Prepared as a result of interviews with approximately 14 thousand customers from 200 countries, the Teleperformance CX Lab Global 2018 Survey reveals the current situation of the automotive industry in the light of customer experience in the last year. The results of the research provide important insights into customer preferences and expectations for companies that want to gain competitive advantage in the sector.
The Teleperformance Customer Experience Research Center (CX Lab) unveiled the results of its research that reveals customers' thoughts and attitudes towards the automotive industry. CX Lab researchers consulted the opinions of close to one thousand customers from 14 for a report on the 18 sector from the 200 country.
2018 data for the automotive sector was obtained through online interviews with approximately 11 thousand customers in their own language. The participants were selected from the people who have their own car and drive the vehicle themselves. The countries included in the research are the USA, Germany, Australia, United Arab Emirates, Brazil, China, France, Netherlands, England, Italy, Japan, Colombia, Mexico and Russia.
In the gender distribution of the respondents, male customers were represented by 54%, while 1981 - 1999-born millennium generation members, known as “digital borns” in age groups, took first place with 37%. Research results gathered under different headings such as products, services, quality, diversity, prices and communication guide the companies who want to be successful in the automotive sector with detailed customer perception and satisfaction analysis.
Generation X is more difficult to please
Although the competition varies from country to country, 14 is the most widely used automobile manufacturer in the country, and 4 (Toyota, USA, UAE, UK, Japan) is the most widely used automobile manufacturer in the country. Fiat, Volkswagen and Chevrolet left the other brands behind and shared second place.
Satisfaction score of the customers who participated in the research and the companies that produce these vehicles were 10 over 8,3 and loyalty score was 8,2. The rate of recommending the same car brand to their families and friends was limited to 36%.
While the age group that gave the highest score in each of satisfaction, brand advocacy and loyalty scores was the "traditional" segment born before 1945, the lowest score in all three categories were the X generation members born in 1965-1980.
Product quality brings competition
In the automotive sector, the brand characteristics are determined by 78 as a percentage of competition. While product quality, reliability and product characteristics predominantly influence customer referral scores, customer service effectiveness plays a key role in shaping customer behavior within the context of brand advocacy.
Competitive campaigns can lead to customer loss
17% of the survey participants stated that they will no longer continue with the same brand. When asked the reasons for giving up the brand, 36 was the most advantageous of the opportunities and campaigns offered by competing companies. The fact that the product or service does not meet the needs and expectations, and that the quality of the product or service is not good enough, is also among the most important factors that negatively affect brand loyalty.
Those who say that they can evaluate other brands in their next car purchase show the size of the competition in the sector with a high rate of 73, especially millennium and X generations.
Most complain about the high prices
A detailed customer satisfaction survey covering product quality, reliability, product specifications, design, diversity, dealers, warranty terms, prices and sales / after-sales services shows that the participants complain the most about high prices and after-sales services.
Social media but unaware of mobile applications
Social media occupies an important place among the channels that mirror the content of customer complaints and customer experience. 21 shares the experience of customer service on social media, particularly in China, the United Arab Emirates and Mexico. The shared platforms are listed as one's own social media profile, the official page of the brand and other channels respectively.
Although 9% of respondents have used the mobile manufacturer's mobile app in the last year, a majority of 67 is unaware of the mobile applications of brands.
Fraud and data theft hurt customer loyalty
In our age, of course, it is not enough to manage customer information processes well and to support business processes with flawless communication practices. The research results revealed that the safety factor continues to play a determining role in customers' brand preference in the automotive industry. "If there is a news about fraud or data theft about the car brand you use, would you prefer the same brand again?" 59% of the users answered “no” to the question. The rate of those who experienced security problems in the last year was recorded as 5%.
Customers prefer to communicate with people over the phone
51% of the customers in the automotive sector communicate with the customer service of the manufacturer of the car they use through different channels. The first choice of these customers is still a high percentage of 68 phone. Those who use this method say they prefer the phone to get a solution in a short time and make sure that they understand all the processes. The phone is followed by e-mail, live support line and social media channels respectively.
83% of users prefer to talk to a insan real person ”even at the expense of waiting. Only a segment of% 5 states that they can seek help from virtual assistants without waiting for a queue. In this context, the millennium belt is the most open to digital transformation. In this respect, the research reveals that voice interviews with customer representatives and the human factor in communication are still valid.
The most important issues related to road assistance, technical support, service appointments and warranty coverage are the most important issues in voice meetings with customer representatives.
Quality customer service increases brand loyalty
Teleperformance CX Lab Research, same zamreveals how important customer service experience is to stand out from the competition. In this context, the average loyalty score of customers who have not communicated with the customer services of automobile brands in the last year is at the level of 8,05. This score rises by 15% to 9,26 for those who interact and stop communicating with a positive experience. Those who were not satisfied and interacted with a score of 5,75 scored 29% lower than those who did not interact at all.
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