A recent study done by RedQuanta suggests that After Sales Service is now one of the three most important criterion before purchasing a smart-phone specially with newer brands occupying a large chunk of market share.
Consumers do still look at the presence of the service centres. However, they also consider if their issue is resolved in the first time – ‘Issue Resolution’ and ‘First call resolution’ being the most important factors impacting satisfaction.
The top three brands winning this battle include Xiaomi, Samsung and OPPO. Xiaomi is the leader in this and is upping the ante further by focusing on closing the issues in first visit itself.
A direct impact of First Time Resolution can be seen in the Customer Satisfaction scores with Xiaomi leading the chart at 27%. Samsung and OPPO follow with a close 23% and 18% respectively.
“The average consumer across the country understands today that paperwork is a part of the process and are not put off by it as long as they get a resolution to their challenges. However, the key to success here is to resolve those issues quickly, preferably in the first visit as mobile phones today are an intrinsic part of daily life”says Chetan Shetye, Head of Research at RedQuanta. While Samsung is ahead of Xiaomi in terms of Issue Resolution (Issue resolution as per Samsung consumers: 97% & Issue resolution as per Xiaomi consumers: 95%), Xiaomi won this closely fought battle by its extraordinary performance of 92% resolutions in the first visit as compared to 89% of Samsung. The human interaction at the service centres and the quality of it is next most important parameter for Indian consumers and Xiaomi scores well in the empathy score (Issue Understanding) with 94% consumers satisfied as compared to the industry average of 86%.
The study was done across 36 cities in India among a respondent base of 9,600. The timeframe for the study was May 2018 to July 2018 and the brands in consideration were Xiaomi, Samsung, OPPO, Huawei, OnePlus, Lenovo and Lava.