On Tuesday, JD Power, the market research company, recognised the highest-performing automotive, two-wheeler, tractor and tyre brands in the country, in its 2017 India customer satisfaction index (CSI) awards that took place in Delhi. Among the major winners were Ceat (tyre CSI), TVS (two-wheeler CSI), New Holland (tractor CSI), Toyota (dealer satisfaction among passenger vehicles), Hyundai (highest in CSI in after-sales among mass market brands), among others. “These awards are the result of obtaining feedback from tens of thousands of customers,” said Kaustav Roy, regional director, JD Power Singapore. In an interaction with FE’s Vikram Chaudhary, he adds that these awards are based on subjective evaluation. Excerpts:
What is the motive behind holding annual awards for auto OEMs?
Our primary responsibility is to give the consumer feedback back to OEMs. This way, OEMs can develop their products and services in a better way. Our focus area is towards the industry, and our job is to increase brand and industry awareness.
How transparent are your awards?
Our awards are based on customer feedback—based on market research. We meet customers, sometimes randomly chosen. Once they agree to be part of the survey, we spend about 30-45 minutes with them, as they fill our questionnaire. We collect the data and process it. This data is all facts, numbers and figures, unlike many other awards which are based on subjective evaluations. Our awards are based on a particular quantitative metric.
So you mean because these are based on numbers and a randomly-chosen sample, these are transparent…
What is your sample size?
While it depends on various factors, we talk to 8,000-odd customers for a four-wheeler study and 10,000-odd customers for a two-wheeler study. The four-wheeler studies are primarily done in the top-30 cities of the country and the two-wheeler studies are conducted in top-45 cities.
What was the need to come out with a study on tractors two years ago?
India is the largest tractor market in the world. With increasing mechanisation, the tractor space is going to get crowded and competition will increase. We saw an opportunity in this, i.e. it would be good if we could provide the industry a competitive benchmarking. This is an India-specific study, i.e. JD Power doesn’t do a similar tractor study in any other market.