Understanding customer satisfaction with sales & after-sales service for a Tractor major

The Scope –

The study was conducted for a major tractor manufacturer to gauge the satisfaction at 3 points –

  • Sales satisfaction (SS)
  • After-sales satisfaction (CS)
  • Product satisfaction (PS)

Along with this, the satisfaction scores at each of these points were mapped vis a vis competition.

The Methodology –

  • A quantitative study conducted in 7 key states in India with a total sample size of 7000 tractor owners
  • The target group consisted of customers who have bought a tractor in the last six months and customers who have visited the authorized service center in the previous 9 to 12 months and purchased a tractor for the last three years.
  • Competition Bench Marking was also done.

The Outcome –

  • The study gave in-depth insights into the factors impacting the satisfaction with the brand.
  • It also helped the client in understanding the critical issues at the three levels – Sales, After sales and product.
  • Mapping the satisfaction scores against competition also gave the benchmark to be achieved through the changes in the processes at the client end.