Survey: OPPO India Leads in After-sales Service Experience With 62% ‘Very Satisfied’ Customers
- OPPO India was followed by vivo and Samsung, with 58% and 57% of their customers, respectively, rating the in-store smartphone after-sales service experience as very satisfactory.
- As many as 9 out of 10 customers highlight face-to-face phone repairs as an important parameter. OPPO India leads here with 78% of its users noting that repairs were done in their presence.
- OPPO India leads in customer satisfaction for repair quality, repair costs, quick issue resolution, staff expertise and multilingual communication offerings.
New Delhi, Beijing, Boston, Buenos Aires, Fort Collins, Hong Kong, London, Seoul, Taipei, Tokyo – September 30, 2024
Among the users of India’s top five smartphone brands, 57% of those availing after-sales services report high satisfaction levels with the experience, according to a survey conducted by Counterpoint Research. OPPO India leads with 62% of its users rating their after-sales experience as very satisfactory, followed by vivo with 58% and Samsung with 57%. The key factors contributing to OPPO India’s higher satisfaction levels are repair quality, quick issue resolution, transparent process, staff knowledge, multilingual communication offerings and repair costs.
In August 2024, Counterpoint Research conducted a consumer survey in India to understand smartphone users’ experiences across brand after-sales service centres. Over 2,000 customers from India’s top five smartphone brands — Samsung, OPPO India, Xiaomi, vivo and realme — were interviewed across 13 cities from Tier 1 and Tier 2 regions and covering all zones.
- In terms of speed of resolution, 31% of the respondents had their problems fixed within an hour. OPPO India led in resolving issues, with 35% of its customers falling within that timeframe, slightly ahead of Samsung (34%).
- 51% of OPPO India customers were very satisfied with the cost of repairing their smartphones, followed by vivo and Xiaomi at 45% each.
- 56% of OPPO India customers were very satisfied with the staff’s knowledge.
- In terms of clear communication, OPPO India offers strong multilingual support, with 48% of its customers interacting with service representatives in languages other than English and Hindi, the highest among the brands surveyed.
- Regarding repair quality, 50% of the surveyed customers were very satisfied. OPPO India led the market here, with 57% of its customers reporting high satisfaction, followed by vivo with 52%.
Diving into some more insights from the survey, Senior Research Analyst Arushi Chawla said, “Transparency is another crucial parameter for customer satisfaction and building trust. Most people (92%) prefer to have their mobile devices repaired in their presence, reflecting a strong demand for transparency to foster trust in the repair process. Customers want to ensure their devices are handled carefully, with no risk of data breaches or unauthorized parts being used. OPPO India excels in transparency, with 78% of its users noting that repairs were done in their presence.”
Further, the survey revealed that customers from OPPO India (51%), followed by vivo (46%) and Xiaomi (45%), were very satisfied with the location of brand service centres. OPPO India also had the highest percentage of respondents expressing satisfaction with the scheduling of appointments (52%) and their counter experience (54%).
Commenting on smartphone consumers’ sentiments based on their after-sales service experience, Research Director Tarun Pathak said, “As reliance on smartphones continues to grow, the need for a robust after-sales service has become important, with 98% of the survey respondents considering it critical. Today’s consumer expects seamless support, quick issue resolution, and transparent communication when facing device problems. A strong after-sales service not only enhances satisfaction but also fosters trust and brand loyalty. Brands offering a prompt, efficient and transparent after-sales service are more likely to retain customers over time. To meet these expectations, brands are expanding their after-sales offerings, such as pick-up and drop-off services, and self-assistance guides, in alignment with the government’s Right to Repair initiative, which aims at empowering users to resolve issues independently through clear guidelines.”
Disclaimer
This survey was commissioned by OPPO India. It aimed to understand and analyze the smartphone after-sales service across brand-authorized service centres of India’s top five smartphone brands. Counterpoint Research conducted the survey across India, capturing the experience of over 2,000 respondents across 13 Tier 1 and Tier 2 cities covering all zones. We expect the results to be accurate within the +/- 4% range.
Background
Counterpoint Technology Market Research is a global research firm specializing in products in the TMT (technology, media, and telecom) industry. It services major technology and financial firms with a mix of monthly reports, customized projects, and detailed analyses of the mobile and technology markets. Its key analysts are seasoned experts in the high-tech industry.
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