Kindly Note : The CX leader and laggard scores reflect the scores of companies whose average score across parameters are either the highest or lowest respectively
Differentiating at the right journey touchpoints is the key to value creation
Pre - purchase
Purchase
Post - purchase
Strong performance in the pre-purchase stage, with potential for differentiation across D2C channel experience
Q1 - Did the website/sales agent make it easy for me assess the product, and decide on the purchase?
Voice of customer insights
Top Rated Parameters
- Channels/mode of enquiry
- Scheduling visit
- System visualisation on roof
Customers value convenience and an intuitive, easy to navigate website/app is essential to drive sales via D2C channel
- “We checked online options but the online process was lengthy. We found a local agent who handled everything, including registration and deciding on the wiring and cables. We gave him the contract”
Transparency of information and responsive service are high-priority requirements for customer conversion
- High variation in customer ratings was observed across the quick generation of preliminary feasibility reports, indicating delays in communicating pricing and terms by other brands
During purchase, customers trust brands offering one-stop solution for all the products and services being availed
Q2 - Was I able to make an informed purchase?
Kindly Note : The CX leader and laggard scores reflect the scores of companies whose average score across parameters are either the highest or lowest respectively
Voice of customer insights
Top Rated Parameters
- Comparison and product selection
- Financing options and support
- Maturity report development
Customers are resistant towards paying a huge amount at once and hence value flexibility in payments enabled via multiple financing options –
- “Later, we paid the agent in installments. We didn't pay the full amount at once. We paid half initially and the rest in two installments, making it three in total. So, I didn't have any issues with that”
Customers want simple processes with all services delivered via a single entity
- “I submitted all the documents to the system integrator and then I had to get a copy for the financing partner as well. The company should ensure I have only one point of contact”
All brands exhibit high ratings across product delivery and installation touchpoints; Need for improvement on customer support
Q3 - Did the brand meet the committed expectations during installation and product usage?
Kindly Note : The CX leader and laggard scores reflect the scores of companies whose average score across parameters are either the highest or lowest respectively
Voice of customer insights
Top Rated Parameters
- Monitoring power generation
- Installation supervision
- Material quality check and warranty
Mentioning requirements and timelines during early stages can turn an otherwise negative experience into a neutral one –
- “The waiting period for the meter installation was the most frustrating. It was delayed by fifteen days due to a slow system”
Considering the high value of the purchase and the technical nature of the product, customer values responsive customer support especially once the payment is done –
- High variation in customer ratings was observed on the quality of customer support and resolution, reflecting poor brand performance in aligning who provides the support – system integrator or the panel manufacturer
Striking the right balance between delighting the customer and the cost of servicing them is key to maximizing value
Performance of the segment on the prioritised experience attributes
Customer Centricity demonstration zone
The segment is yet to mature from a customer experience point of view considering recent increase in customer adoption -
- Financial assistance from the government and regulatory support are catalyzing residential and industrial adoptions
- Growing awareness about cost-saving benefits of solar among consumers
Attributes around d2c channel are currently on low priority as Indian customer prefers personal connect for high-value investments
- High customer dissent was observed across online journey touchpoints, highlighting the need for intervention on user experience
A trusted brand name is the top attribute on the priority list
- Brands with low brand recall have a high probability to lose on the opportunity to a major brand name. Hence, investment in marketing interventions is required on channels trusted by the customers. e.g., Word of mouth from neighbors
High performance of the segment across prioritized experience attributes can be mapped to high customer retention
Customer segmentation based on satisfaction and loyalty
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassadors’ are highly satisfied customers who will keep contributing to the brand’s success. Hesitants’ on the other hand, are customers seeking improvement in service delivery. ‘Critics’ as the third segment, actively convey negative feedback about the brand, if not satisfied.
Rooftop solar is a low-maintenance and an one-time investment solution. Hence, the segment is reflecting high customer satisfaction
Regular monitoring of savings instills a sense of value for money and directly impacts high advocacy from our traditional Indian customers
- Difference in actual vs perceived savings will impact negatively from a brand trust perspective
High dissent on non-responsive customer support was observed across the purchase journey
- Due to a lack of technical understanding of the product, customers will negatively advocate if not fully satisfied with the resolution
Despite high weightage of ‘Integrity’ pillar in defining customer experience, fulfillment on the requirement is the lowest
Performance across the KPMG in India’s Six pillars of Customer Experience
(Weightage of the pillars to the overall experience requirements)
Kindly Note :- Relative importance of pillars are mapped as “Weightage” whereas the segment’s ability to fulfil the experience requirements is mentioned as “Ability to fulfil”
Integrity (21 per cent) and Expectation (19 per cent) are the key pillars of experience while making a purchase decision
Within integrity, top attributes influencing customer decisions
are –
- The brand image proceeds the experience and is eventually considered for final purchase, solely based on the brand name
- Detailed information and clear communication on terms and conditions as well as return policies
Within expectation, the top attributes influencing customer decisions are –
- Consistency in product quality and experience across location and in line with the brand communication
- The brand is widely present across different markets and information is accessible enough to drive initial connect
- The offerings weigh in well from a short–term as well as long-term investment perspective
Good quality offerings by a trusted brand name improve the value perception in a customer’s mind
The top five experience attributes influencing the customer’s value perception
-
The brand is well known and trusted amongst your social circle
-
Consistent delivery of high-quality products/services with a range of innovative, engaging offerings
-
Complete delivery on the promises made on the experience provided by the product/service for the money paid
-
Helping, respectful, and empathetic service from staff across online/offline channels
-
Convenient tracking and guarantee of delivery of product/service as promised
An individual’s value perception is driven by immediate needs. As today’s customer evolves, the focal aspects of premiumization has shifted from functionality to experience. These aspects may as well translate as personalized convenience, omnichannel browsing or even exclusivity in customer support.
- 27 per cent of the customers would highly value services offered by a trusted brand name
- 27 per cent of the customers would value brands more open to customization fitting in customer budgets
- 27 per cent of the customers would pay more for solar panels offering better generation for the same sun exposure and longer warranty period
- 26 per cent would prefer sales staff and system integrators offering services while saving customer’s time and effort
- 25 per cent of customers would pay more for hassle-free material delivery and installation, needing minimal customer intervention
Our customer experience (CX) insights across sectors
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