FADA, Frost & Sullivan partner for Customer Experience study

The Federation of Automobile Dealers Associations (FADA) has partnered with Frost & Sullivan to spearhead an ambitious Customer Experience Index Study. This project aims to meticulously analyse various aspects of the customer journey, encompassing sales, after-sales service and product quality across the passenger vehicle spectrum.

In its maiden year, the comprehensive study will target the Passenger Vehicle Category, including Hatchbacks, Sedans, SUVs/MPVs, EVs and Luxury vehicles, utilising a detailed questionnaire to capture insights from 8,000 participants across 26 cities.

This includes seven metropolitan areas, sixteen Tier-2 cities and three Tier-3 locations.

Manish Raj Singhania, President of FADA said, "Launching this study marks a significant milestone in our continuous effort to deeply understand and meet the evolving needs of automobile consumers. FADA remains dedicated to deploying its collective expertise for the betterment of the entire Automobile Industry."

"Over the past three years, we have conducted the Dealer Satisfaction Survey (DSS) and recently launched a specialised DSS focusing on Finance & Insurance. Now, by incorporating this Customer Experience Index survey, we are broadening our analytical scope to encompass all facets of the Indian automobile ecosystem, thereby providing a comprehensive voice and strategic vision for all stakeholders." 

The insights garnered from this expansive survey will directly inform and refine OEM strategies, facilitating tailored customer experiences that foster brand loyalty and satisfaction, he added. 

Vinkesh Gulati, Chairman of FADA’s Research & Academy, highlighted, "The Indian automotive sector is at a critical juncture, poised for significant growth amidst changing consumer behaviours and technological innovation. This Customer Experience Index survey is a strategic initiative designed to systematically harness customer feedback across a wide demographic, something that has not been undertaken at this scale in our industry before."

"By integrating detailed assessments of sales, after-sales & product quality experiences from various vehicle categories, we aim to provide OEMs and Dealers with the insights necessary to elevate their service standards and product offerings," he added. 

Aroop Zutshi, Global Managing Partner & Executive Board Member at Frost & Sullivan, said, "India is poised to witness exponential growth in the automotive industry driven by the rising middle-income and youth population, adoption of electric vehicles, increased investment in the Indian automotive industry and Government policy impetus."

The results of the Customer Experience Index by FADA and Frost & Sullivan will be out in September 2024.