Kia and Audi lead 2024 Customer Experience Index, FADA and Frost & Sullivan reveal
The Federation of Automobile Dealers Associations (FADA) and Frost & Sullivan have released the 2024 Customer Experience Index (CEI), a study analyzing customer experiences in India's passenger vehicle market. The study involved 8,685 respondents and evaluated experiences in sales, after-sales service, and product quality. Kia led the mass market, while Audi topped the luxury segment. The study identified service quality, product reliability, and customer service excellence as key drivers of customer satisfaction. It emphasized the importance of maintaining high standards while addressing areas for improvement to ensure consistent customer satisfaction.
Key findings of the CEI include:
- Overall Satisfaction: Kia led the mass market segment with a score of 45.84, while Audi topped the luxury segment with a score of 48.93.
- Sales Experience: Kia excelled in the mass market with a score of 52.52, and BMW led the luxury segment with the same score.
- Product Experience: Toyota was the highest-scoring mass market brand (45.40), while Audi led the luxury segment with a score of 46.35.
- After-Sales Experience: Kia and Audi again ranked highest in their respective segments, emphasizing the importance of service quality.
FADA Chairman Vinkesh Gulati highlighted the importance of service, comfort, and reliability in customer satisfaction, while Frost & Sullivan's Shylesh Narayanan emphasized the study's role in helping OEMs and dealers refine strategies to meet evolving customer expectations.
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