Royal Enfield conducted research to understand customer experiences with sales and service. For sales, they mapped customer journeys from initial awareness to post-purchase gratification. They found opportunities to improve how dealers allocate variants, provide after-sales information, and reduce delivery times. For service, they mapped customer touchpoints from reminders to quality checks. Research highlighted issues with appointment booking, updates during servicing, billing accuracy, and dealer responsiveness that Royal Enfield can address to enhance the customer experience. The document emphasizes creating positive experiences at every customer interaction to increase satisfaction.

1. “Your most unhappy
customers are your greatest
source of learning”
-Bill Gates

2. Road Map Ahead
Companies
Setting
Benchmark in
ServiceGearing Up for
Customer
Service
in Auto Industry
Current Service
Levels by
Royal Enfield
Sales
Experience
Mapping
Service
Experience
Mapping

3. Gearing up for Customer Service in the Auto Industry

4. Companies Setting Benchmark in Service
http://india.jdpower.com/press-
releases/2016-india-two-wheeler-
customer-service-index-2wcsi-study

5. Current Service Levels by Royal Enfield
Research to Understand Sales Mapping
Research to Understand Service Mapping

6. Research to Understand Sales Mapping

7. Respondents Reason for Buying a Royal Enfield
3% 1%
6%
38%
53%
1- lowest 2 3 4 5- highest
1- lowest
2
3
4
5- highest
2%
9%
27%
63%
1- lowest 3 4 5- highest
1- lowest
3
4
5- highest
3%
4%
13%
44%
36%
1- lowest 2 3 4 5- highest
1- lowest
2
3
4
5- highest
10%
2%
8%
38%
42%
1- Lowest 2 3 4 5- Highest
1- Lowest
2
3
4
5- Highest
Emotional QuotientMasculinity/Strength
Feeling of PrideRiding Comfort

8. 18%
50%
24%
6% 2%
Strongly agree Agree Neither agree
nor disagree
Disagree Strongly
disagree
14%
40%
26%
20%
Strongly agree Agree Neither agree
nor disagree
Disagree
The person who attended the Respondent
at the Royal Enfield Showroom was
Courteous and Polite in answering his/her
Queries.
The person who attended the Respondent at the
Royal Enfield Showroom showed
Concern in fulfilling his/her expectation.

9. 12%
30%
26%
28%
4%
Strongly agree Agree Neither agree nor
disagree
Disagree Strongly disagree
12%
32%
28%
20%
8%
Strongly agree Agree Neither agree nor
disagree
Disagree Strongly disagree
The Showroom Staff helped the Respondent with all
the Safety Tips while riding a Royal Enfield.
The Showroom Staff helped the Respondent with all
the Maintenance tips for Servicing the Bike.

10. 8%
10%
20%
26%
16%
20%
5 6 7 8 9 10- Highest
Availability of company’s After Sales Service has an
Impact on Respondents Purchase Decision of buying
a Royal Enfield.
(Rating on a scale of 1- 10)

11. Research to Understand Service Mapping

12. 9%
40%
34%
17%
5 - 15 kms/ litre 16 -25 kms/ litre 26-35 kms/ litre Above 35 kms/
litre
The Actual Mileage Respondents
are getting of the Bike
23%
46%
23%
9%
Highly satisfied Satisfied Neutral Dissatisfied
Are the Respondents satisfied
with the Mileage of their Bike
3%
23%
49%
26%
5 - 15 kms/ litre 16 -25 kms/ litre 26 -35 kms/ litre Above 35 kms/ litre
The Dealer’s promise about the
Mileage of the Bike
14%
9%
14%
29%
34%
1-3 months 4-6 months 7 months - 1
year
1 year - 2 years More than 2
years
How long is the Respondent using
the Bike

13. 37%
17%
26%
20%
Always Sometimes Very often Never
37%
17%
11%
34%
2 - 5 minutes 5 - 10 minutes Less than 2 minutes More than 10
minutes
Waiting Time before the Staff attends the
Respondents
Do the Respondents get notifications from the
company about Service Due

14. 29%
54%
6% 3%
9%
Strongly agree Agree Neither agree
nor disagree
Disagree Strongly
disagree
The person who attended the Respondents at the
Service Station was able to Communicate
appropriately throughout their service period.
The person who attended the Respondents at the
Service Station showed Concern in fulfilling their
expectations.
29% 29%
20%
11% 11%
Strongly agree Agree Neither agree
nor disagree
Disagree Strongly
disagree

15. 6%
3%
40%
29%
23%
Strongly
disagree
Disagree
Neither agree
nor disagree
Agree
Strongly agree
9%
17%
40%
34%
Disagree
Neither agree nor disagree
Agree
Strongly agree
The person who attended the Respondents at the
Service Station was Competent in resolving their
issue.
The person who attended the Respondents at
the Service Station was Courteous and Polite in
answering their queries.

16. 23%
26%
31%
17%
3%
Strongly
agree
Agree Neither agree
nor disagree
Disagree Strongly
disagree
29%
51%
14%
3% 3%
Strongly agree Agree Neither agree
nor disagree
Disagree Strongly
disagree
The person who attended the Respondents at
the Service Station showed Commitment with
the service turnaround time.
The person who attended the Respondents
at the Service Station was Calm and Composed.

17. 11%
26%
14%
26%
23%
STRONGLY
DISAGREE
DISAGREE
NEITHER
AGREE NOR
DISAGREE
AGREE
STRONGLY
AGREE
The person who attended the Respondents at the Service Station showed
Creativity and Suggested options for the betterment of their 2 Wheeler.

18. 14%
9% 9%
20%
49%
1- Lowest 2 3 4 5- highest
Original Parts
14%
11%
14%
20%
40%
1- lowest 2 3 4 5- highest
Peace of Mind
14%
11%
20%
29%
26%
1- lowest 2 3 4 5- highest
Trust
Reasons as to why does one gets his/her R.E. at Company Authorized Service Station

19. Problems faced by Respondents
 Seat Deformed - Website
 Head light cracked - Website
 Vibration - Website
 Gear Issue - Website
 Poor Response from the Dealer - Observation
 Service Centre Token Problems - Research
 Negligence by Mechanics - Observation
 Lack of Knowledge and Training of Mechanics - International Benchmark
 Higher Charges - International Benchmark

20. Enhanced Excellent Customer Service at
Each Moment of Truth

21. Need/
Awareness
Pre
Purchase
Research
Purchase
Experience
I
II
III
IV
Sales Experience Mapping
Gratification

22. Need/Awareness
- Marketing Activities
- People who already own a R.E.
- People who bought it for the
first time
Internal Process
Customer Experience
- Focus on both Suspects &
Prospects
- Use of T.V or Print Media
“Do I need a Motorbike?”
Improvements &
Recommendations
“Am I aware of R.E.?”
Customer Thoughts

23. Pre Purchase
Research
Customer Thoughts
- Company Website
- Official Reviews/Articles
- Options offered by R.E.
- Choices available
Internal Process
Customer Experience
- Make user experience
comfortable by providing every
bit of detail in official website
- Sponsor bike review article
“What are the options laid
down for me?”
Improvements &
Recommendations
“Will it suit me?”

24. Purchase
Experience
- Decision
- Showroom Experience
- Expectation V/s Reality
- Colors & Variants Available
- Dealing with Augmented Products
- Payment Process
Internal Process
Customer Experience
- Allocate Variants &
Colors properly
- Importance of Cross Selling
- Sales Training Programme
- Uniformity across all
authorized dealerships
Improvements &
Recommendations
“What's in store for me?”
“Additional services
provided!”
Customer Thoughts

25. Gratification
- Delivery Period
- Customer Satisfaction
- Takes more than promised period
Internal Process
Customer Experience
- Reduce timelines for delivery
- Approaching the customer
- Gift vouchers for delay
Improvements &
Recommendations
Customer Thoughts
“Freebies!”

26. Kano’s Model

27. Service
Reminders
Fixing a
Service
Appointment
Day of
Servicing
Waiting
Period
Completion
of Service
Servicing
Delivery
of Bike
Billing
Service
Quality
Check
Calls
I
II
III
IV
V
VI VII
VIII
IX
Service Experience Mapping

28. Service
Reminders
“How often will I get
service reminders”
- Reminders from company
- 52% of the respondents said that
the Company reminds them
about service due
Internal Process
Customer Experience Improvements &
Recommendations
- Treating all customers alike
- Aim: Remind customer about
service due
Customer Thoughts

29. Fixing a Service
Appointment
“Will I get service day as
per my convenience?”
- Accepting service query as per
availability
- 75% of the customers do not get
appointment fixed as per their
convenience
Internal Process
Customer Experience
- Company should fix service
appointment as per customer
convenience
- Fixing appointment through
digital mediums
Improvements &
Recommendations
- Aim: Booking an service
appointment
Customer Thoughts

30. Day of Servicing
“Will the bike get serviced
appropriately?”
- Security staff receives customer
at the gate
- Enter vehicle reg.no. &
vehicle entry time in register
- Customer is guided at the front
office to service advisor
- Aim: Completion of Service
- 40% of the customer said they
were not guided to further
process
- They had to wait for longer time
because few customers had
personal contacts with technical
advisors
Internal Process
Customer Experience
- Pick-up & drop facility
- Computerized terminal
available at the gate
- Should not excess bike on false
service commitment
Improvements &
Recommendations
Customer Thoughts

31. Waiting
Period
“How much time will it take?”
- Service advisor attends the
customer
- Filling of job sheet
- Giving delivery time on
job sheet
- Aim: Completion of Service
- 34% of Customer had to wait for
longer period of time for service
advisor to attend
Internal Process
Customer Experience
- Make waiting period more
comfortable
- Give service charge estimates
- Cross selling of other related
products
- Test ride of other RE variants
“Will the staff be able to
understand my query?”
Improvements &
Recommendations
Customer Thoughts

32. Servicing
“Will the mechanic be
able to solve my issues?”
- Bike servicing starts
- All problems are taken into
consideration
- Small road test before servicing
& giving it to water wash
- Aim: Completion of Service
- Customer did not get to see their
bike during its servicing
- 72% of the customer said they
were not updated about service
progress
- No locker facility if waiting and
carrying belongings
Internal Process
Customer Experience
- Transparency in service
- Service progress updates
- Washing of bike before &
after service
- Wax polish to maintain the
shine of the bike
- Address new issues if arising
“No additional cost
involved?”
Improvements &
Recommendations
Customer Thoughts

33. Completion of
Service
“Will I get a service
completion call?”
- Calling & informing customer
about completion of service
- Inform if work not done
- Aim: Informing about
Completion of Service
- 54 % of the respondent said all
issues have been addressed
Internal Process
Customer Experience
- Apology for work not done on
time
- Provide a future service
without any appointment
“Will I get my bike on
promised time?”
Improvements &
Recommendations
Customer Thoughts

34. Billing
- Billing procedure
- Charge as per service provided
- Aim: To provide Appropriate
Bill
-28% were billed higher than
expected
Internal Process
Customer Experience
- Online bill payment/POS machines
- Maintain previous service record
list& check for problems occurring
repeatedly
- Small key ring with service check list
“Will I be charged appropriately?”
Improvements &
Recommendations
Customer Thoughts

35. Delivery of Bike
- 85% had no inconvenience
while they were delivered the
bike
Internal Process
Customer Experience
“Hope all issues are taken care of?”
Improvements &
Recommendations
- Bike drop facility if customers
insist
- Some maintenance tips to be
cautious with the bike
- Small road test
- Handing over bike to customer
- Aim: Completion of Service
Process
Customer Thoughts

36. Service Quality
Check Calls - Calling customer to ask about
quality of service provided and
their satisfaction with it.
- Feedbacks
- Aim: Assurance of work
executed properly
- 74% of the customer said they do
get calls to check upon the quality
of service delivered
- Takes feedback on how to further
more improve the service
Internal Process
Customer Experience
- Suggestions received by the
customers should be
communicated with the
company & work to improve
upon it
“Do company feels
concern towards me?”
Improvements &
Recommendations
Customer Thoughts

37. To Sum it Up
Major Concerns:
 Token Number System
 Waiting Period
 Poor Response from Dealers
 False Commitment

38. ‘Smile, be happy and have fun!
It will always show in the service you give’