Product failures in volume and economy brands are high. In this presentation, we report how dealer experiences affects the Total customer experience of Volume and Economy brands and how companies can ensure brand loyalty and purchase intent.
4. Dealer experience and brand retention
In premium brands, priced above average price are brought for the product novelty
and image and hence dealer experience becomes manageable because the volumes
are low.
Volume products are priced at industry average. They are not purchased for
exclusive design and features but for VFM advantage.
Economy brands are priced below industry average and price is the major
differentiator.
Many volume or economy brands fail. For example, Enfield Silver plus, BSA Bond,
Hero Honda Ambition, Suzuki Heat, Bajaj Saffire, Kinetic 4S etc.
Browne & Mohan analyzed how Total customer experience (TCE) at dealer level
contributes to brand retention and purchase intension.
6. Top negative dealer experiences
Test drive experience poorly managed
Sales staff not well trained to engage with customers
Delivery delays
Delivery not celebrated
Poor purchase completion formalities experience
Reliability of spares, apprehension of theft of petrol
Showroom untidy and unorganized
8. Recommendations
1. Dealer physical Dealer level Total Customer Experience (TCE) audit for volume and
economy brands are crucial to understand why some products are succeeding and
why differences in sales across dealers.
2. Standardize customer engagement process, dealer training and showroom
standards for volume and economy brands.
3. Define and effectively manage Test rides process
4. Invest in sales person training
5. Manage reliability of spares, and services
9. Thank You
For any queries, please contact :
Srinivas Sawkar
157/A, II floor, 10th A Main
Jayanagar, 1st Block
Bangalore. 560011
PH: 91-80-2656 5164, 40951170
ssawkar@browneandmohan.com
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