Used Car Selling

Challenge

A large US based Venture Capital firm was evaluating investment opportunity in used car space. A crucial piece of the overall evaluation matrix was understanding the Customer Experience and benchmarking it against the primary and secondary competitors.

Approach

The study was executed as a 3 way model:

  • The first aspect was to understand the Target Group who would be potential customers of the brand and their expectations in a market which is highly unorganized and dominated by local players. This was executed in a combination of CATI and CAPI
  • The second aspect of the study was mapping the end to end Customer Experience – from Appointment Booking to Final Pricing offered for the car
  • To ensure a holistic view, evaluating the competitors was imperative, which formed the third aspect of the study. Competitors were evaluated on same factors, with Staff Interaction and Pricing being the key criteria for benchmarking

100 outlets were covered in a span of 10 days, as a quick TAT for analysis was the prerequisite for the study

Impact
  • Perception of the model amongst TG - Acceptance Level (since it is a deviation from the usual unorganized players), Process Expectations and crucial Influencing Factors
  • Identifying and evaluating the Moment of Truths in the Customer Journey
  • Index of the brand under consideration viz a viz other players, for each Micro Market across the Moment of Truths