2024 Customer Experience Index: Kia & Audi top chart

The 2024 Customer Experience Index (CEI) results, which were revealed by the Federation of Automobile Dealers Associations (FADA) and Frost & Sullivan, provide a comprehensive assessment of customer experiences in the passenger vehicle segment of the Indian automotive industry. The study evaluates sales, after-sales service, and product quality.

The research was created to study customer experiences, which involved 8,685 customers. They were split into two categories: 'Sales & Product Quality' and 'After-Sales Service'. The former group represented customers who bought a vehicle in the previous year, while the latter involved respondents who purchased a vehicle between 2021 and 2023. The customers were also divided by city tiers, such as Tier 1, Tier 2, and Tier 3.

In the Overall CEI, Kia emerged as the winner mass market segment, securing 45.84, while Audi led the luxury segment with a score of 48.93.

According to the Sales Experience Index (SEI), Kia emerged as the leader in the mass market segment, achieving a score of 52.52. This success can be attributed to their performance in various areas, including the test drive experience and the prompt responsiveness of their sales team. BMW topped the luxury segment, securing 52.52. It excelled in roadside assistance service and online advertisements.

Product Experience Index (PEI): Toyota achieved the highest score of 45.50 in the mass market segment, excelling in resale value, and gearshift quality. On the other hand, Audi was on the top in the list in the luxury segment, with a score of 46.35, noted for its vehicle suspension quality and engine power.

After-Sales Experience Index (ASEI): Kia received the highest ranking in the mass market category with a score of 44.15, praised for the car's condition and the after-sales team's technical knowledge. Audi led the luxury segment with a score of 50.51, commended for team accessibility and technical expertise.

"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," said Hardeep Singh Brar, Senior Vice President, Sales and Marketing of Kia India.

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