Maruti and Toyota models rank highest in six out of the 10 vehicle segments, says the findings of the 2004 four-wheeler total customer satisfaction study released today by TNS. Among the new models launched since TNS 2003 study, Ford Endeavour achieves top honors in the ‘premium SUV’ segment.
Total Customer Satisfaction (TCS) study conducted by TNS specialist division, TNS Automotive, is the largest syndicated automotive study in India. The TCS index score provides a measure of commitment a given model or brand enjoys with its customers.
The responses of more than 7,000 car buyers evaluates the vehicles based on key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership.
The ten models ranking highest in their respective segments for total customer satisfaction are: Maruti 800 for entry compact, Maruti Zen Petrol for premium compact, Tata Indica Diesel for small car – diesel, Maruti Esteem Petrol for entry midsize, Mitsubishi Lancer Petrol for midsize, Toyota Corolla for premium midsize, Mitsubishi Lancer Diesel for midsize car – diesel, Toyota Camry for entry luxury, Toyota Qualis for SUV, and Ford Endeavour for premium SUV.
“The industry witnesses an improvement on all areas of customer ownership experience except sales satisfaction,” said Rajeev Lochan, General Manager (Asia Pacific) of TNS Automotive. “Performance and design, brand image, and after-sales are the three most improved aspects for the industry. The decline in sales satisfaction can partly be attributed to the increasing sales volume, indicating the difficulty in managing customer expectations in a growing market,” he observed.
While the industry has shown an overall improvement, customer expectations across all study components too have increased in tandem. The 2003 study had identified performance and design, after-sales, and cost of ownership as the key hidden opportunities where the importance has strengthened even further this year.
“Anticipating customer needs and exceeding expectations on those areas holds the key for greater customer commitment,” Lochan said. “The segment-leading models have demonstrated the ability to improve and differentiate on areas such as performance and design and after-sales that are high on importance for their customer,” he added.