FADA Unveils Results of 2024 Customer Experience Index in Collaboration with Frost & Sullivan

The Federation of Automobile Dealers Associations (FADA), in partnership with Frost & Sullivan, has unveiled the results of the 2024 Customer Experience Index (CEI).

This annual study assesses customer experience in the passenger vehicle sector, focusing on sales, after-sales service, and product quality.

The CEI study involved a sample of 8,685 vehicle owners, segmented into two main categories: those who purchased a vehicle from an authorized dealer within the past 12 months and those who received after-sales service for vehicles bought between 2021 and 2023. The respondents were distributed across Tier 1, Tier 2, and Tier 3 cities.

In the Overall Customer Experience Index (CEI), Kia led the mass market segment with a score of 45.84, while Audi topped the luxury segment with a score of 48.93. In the Sales Experience Index (SEI), Kia achieved the highest score of 52.52 in the mass market category, recognized for its test drive experience and sales team responsiveness. BMW led the luxury segment with the same score of 52.52, noted for its roadside assistance and online advertisements.

Regarding the Product Experience Index (PEI), Toyota scored highest in the mass market category with 45.40, praised for its resale value and gear shift quality. Audi topped the luxury segment with a score of 46.35, noted for its vehicle suspension quality and engine power.

In the After-Sales Experience Index (ASEI), Kia led the mass market segment with a score of 44.15, excelling in the condition of the car delivered and the technical knowledge of its after-sales team. Audi achieved the highest score of 50.51 in the luxury segment, recognized for the ease of accessing the team and its technical expertise.

Vinkesh Gulati, Chairman of FADA Academy & Research, highlighted that the study underscores key customer priorities such as service quality, comfort, and reliability. He stressed the need for continuous improvement in these areas to meet evolving customer expectations.

Shylesh Narayanan, Country Head of Frost & Sullivan India, emphasized that the CEI provides actionable insights for OEMs and dealers to refine their strategies and enhance customer satisfaction.

Hardeep Singh Brar, Sr. VP,  Sales & Marketing, Kia India, said, “We are overwhelmed on topping the customer experience index, this is a testament to our unwavering commitment to delivering exceptional experiences to our customers at every touchpoint. Our top ranking reflects our dedicated efforts to put the customer at the heart of everything we do. We thank our dealer partners for providing the superlative experience to all our customers. This recognition motivates us to continue raising the bar in customer satisfaction and to keep innovating in our approach to sales and service”.

The study reveals that customers value service quality, comfort, mileage, and features, while also appreciating performance, innovation, and brand reputation. Delighters identified in the study include test-drive experiences, product performance, and high-quality after-sales service.

This collaborative effort aims to guide the Indian passenger vehicle industry towards aligning with global best practices and improving customer experiences.