Toyota Ranks Highest in Thailand Sales Satisfaction for Second Consecutive Year
Auto dealers are not fully leveraging their online capabilities to meet customer expectations, as only a small percentage of shoppers indicate they use digital channels during the sales process, according to the J.D. Power 2019 Thailand Sales Satisfaction Index (SSI) Study,SM released today.
The study finds that only 22% of shoppers use dealership websites. Among those who do, satisfaction with the website is 824 (on a 1,000-point scale), up 5 points from 2018. Also, 26% of shoppers are interacting with dealers through online channels such as websites, social platforms and email. For these customers, overall satisfaction is 845, a 13-point improvement from 2018. However, these online-related scores are still lower than the study's overall satisfaction score of 848, which outlines the experience gap for digitally focused customers.
"Whether online or offline, the sales experience should be aligned and seamless across all channels," said Siros Satrabhaya, Regional Director for Thailand and Vietnam at J.D. Power. "As internet usage rises, automotive brands and their network must continue to invest and improve the customer experience online. To get the most out of the online experience, brands and dealers should provide comprehensive content focused on meeting customer needs, such as booking test drives, live chats with consultants and live updates on model availability."
Overall, 84% of shoppers visited the vehicle showroom during the initial shopping process. That number declines to 76% among shoppers who are age 34 or younger. However, in-store satisfaction declines to 847 in 2019 from 856 in 2018. This is mainly attributed to shortcomings in the dealership facility and amenities provided.
Following are additional key findings of the 2019 study:
- Declining satisfaction with vehicle delivery: Satisfaction with the delivery process has declined 9 points to 854 from 863 in 2018, contributing to a drop in overall sales satisfaction (848 in 2019 vs. 853 in 2018).
- Quality time on delivery day drives satisfaction: Customers whose delivery process took more than 60 minutes are the most satisfied, compared with those who took less time (858 vs. 842 points, respectively). More than three-fourths (78%) prefer to take the time to learn about all features of their new vehicle on delivery.
- Product or delivery specialists add value: Customers whose vehicles are delivered by product or delivery specialists are more satisfied than those who received the car from a sales consultant (862 vs. 847 points, respectively).
Study Rankings
Toyota ranks highest with an overall satisfaction score of 854 and performs well in four of the six factors: dealership facility; dealer sales consultant; working out the deal; and delivery process. Isuzu and Mazda rank second in a tie with a score of 853.
The J.D. Power 2019 Thailand Sales Satisfaction Index (SSI) StudySM measures overall sales satisfaction based on six factors (in order of importance): sales consultant (25%); delivery process (23%); dealership facility (18%); paperwork completion (16%); working out the deal (16%); and dealership website (2%).
The study, now in its 20th year, is based on responses from 3,027 new vehicle owners, who purchased their vehicle from August 2018 through May 2019. The study was fielded from February through July 2019.
The study also includes the Net Promoter Score(R) (NPS)[1], which measures customers' likelihood to recommend their vehicle brand on a 0-10 scale.