Sales Satisfaction Up in Vietnam Market; Test Drive Can Make a Difference

Traffic on Vietnamese StreetOverall satisfaction with the new-vehicle purchase experience at the dealership has improved by 4 points in 2013 to an average 850 points (on a 1,000-point scale) from 846 points in 2012, according to our 2013 Vietnam Sales Satisfaction Index (SSI) Study. Yet, even with this year’s higher satisfaction score, the study finds areas where dealers can improve sales satisfaction, including offering customers a test drive and spending more time with the buyer during the delivery process.

Offering a test drive—which averages 17 minutes in 2013, compared with 19 minutes in 2012 and 21 minutes in 2011—to new-vehicle buyers who visit a dealership in Vietnam can increase customer satisfaction with the sales process, the study finds. Slightly more than one-third (36%) of buyers actually test drive a vehicle.

Our study finds that buyers who are offered a test drive are more satisfied with the sales experience. Overall satisfaction among these buyers averages 852—8 points higher than those who are not given a chance to test drive the vehicle. Among new-vehicle buyers who already own a vehicle, a test drive is even more important, with overall satisfaction among these customers at 869 when they are given the option to test the vehicle. A test drive is also a great opportunity for a salesperson to highlight vehicle features to customers, answer questions, and help differentiate their brand from competitors.

Spending more time with a buyer at the time of delivery also can increase sales satisfaction, especially since a majority (84%) of buyers in Vietnam are purchasing a new vehicle for the first time. Buying a new vehicle is an exciting experience for them. When a salesperson spends 30 minutes or more explaining vehicle features, answering questions related to service intervals and warranty coverage at the time of delivery, sales satisfaction is 15 points higher than among buyers whose salesperson spends 15 minutes or less with them at the time of delivery.

Six brands are included in this year’s study. Hyundai ranks highest in overall sales satisfaction, receiving a score of 856—up 8 points from 2012—while Honda ranks second (853), followed by Toyota (852).Rajeev Nair, director at J.D. Power Asia Pacific, Singapore

Note: The 2013 Vietnam Sales Satisfaction Index (SSI) Study is based on responses from 922 new-vehicle owners who purchased their vehicle between October 2012 and July 2013. Seven factors that contribute to overall satisfaction with the purchase experience are measured. These include, in order of index weight: delivery process; delivery timing; sales initiation; paperwork; salesperson; dealer facility; and the deal.


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