In a recent survey done by NUMR Research around customer experience with Indian Auto companies, Honda emerged as the company with the highest Net Promoter Score (popularly known as NPS) of 83.72. Hyundai and Ford contested closely for second and third positions with NPS scores of 69.31 and 67.65 respectively.
The Net Promoter Score is the most popular marketer’s metrics that measures the level of customer satisfaction. It shows how likely a customer will recommend a brand to a friend or a company.
The survey was conducted among the SEC A1 residents of Delhi NCR, Mumbai, Kolkata, Bangalore, Chennai and Ahmedabad. The findings in this survey are based on the responses of over 500 respondents who were between 25 to 60 years of age, at the time of the survey. These people were all affluent vehicle owners who were also avid moviegoers and highly aware of the changing technological trends.
Strangely, a larger part of the audience when asked about which car they own responded Maruti (26%) making it the second largest car owner brand among the respondents after Hyundai (27%). Despite this, Maruti scored a comparatively low NPS score of 62.24 putting it at Number 4 position in terms of customer satisfaction. TATA proved to be at the end of the list with a NPS Score 51.72 showing that despite the new age models, the company has to do much more to excite its customers.
Commenting on the survey results, Amitayu Basu, CEO, Numr Research said, “There is only one brand – Honda, that is miles ahead of other companies in terms of the NPS score, and this in spite of no new popular launches in the recent months. I would expect a new, price competitive launch from Honda in the small SUV to capitalise on this strong customer satisfaction space to seriously shake up this market”.
The survey also tried finding the preference of buyers when it comes servicing their cars. When asked where they usually get their car serviced, the majority 86% reported that they go to an Authorised Service Centre while a paltry 3% claimed that they go to the local neighbourhood shop. Lastly, 10% stated that they use a Multi-brand servicing chain like Mahindra First, Bosch Car etc. to get their car serviced.