We are excited to announce the release of our 2013 Consumer Recommendation & Loyalty Study for the highly competitive Australian car industry. Using the tried and tested Net Promoter® methodology, the study explores the minds of the consumers to uncover whether or not car brands are doing enough to win their customers’ recommendation.
Subaru consolidates its standing as the most recommended car brand in Australia with a Net Promoter Score® or NPS® of 38%.
Much like a football team, car brands can have passionate and loyal fans. For some, a car is more than just a means of getting from A to B. It can be a bold personal statement, a show of status or just plain fun. So, not every car will suit each individual.
Therefore, an organisation wins over their customers through delivering a superb experience and a value proposition that aligns with the customer. Therein lies the knack to truly winning over your customers and generating a solid foundation of loyalty.
On average, Subaru customers spread an average of 6.7 positive comments per year, higher than any other brand. As of February 2013, Subaru had reached sales of 700 000 cars in Australia. If each of their customers spread 6.7 positive comments, the result is 4.69 million positive comments about Subaru. These positive testimonials are delivered straight to the ears of possible customers making it easy to see why word of mouth is the most effective marketing channel.
Such a high number of positive comments circulating the ether, combined with Subaru’s Net Promoter Score, indicates the vast potential of Subaru in the future. NPS is much more than a mere measure of customer loyalty, in fact, it is an uncanny indicator of business performance and growth. In the years to come, Subaru may well give more established Australian car brands a run for their money.
This is merely a sample of the exciting insights into the car industry in Australia. To find out more about the 2013 Car Consumer Recommendation and Loyalty Study click here.
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