According to a Bloomberg survey, nearly 99 percent of Model 3 owners would recommend Tesla to new customers. The study revealed the correlation between Tesla sales and customer satisfaction. It also discussed why the majority of Model 3 owners would encourage new customers to try Tesla.
The Bloomberg study’s results were based on a pool of 5,000 Model 3 owners. Nearly 99 percent of Model 3 owners who participated in the survey stated they would recommend Tesla to their family and friends. In a dozen follow up calls made later, researchers found that several respondents went a step further and took friends and family members on a test drive.
“Anytime somebody gets behind the wheel, it’s very well received. We have one friend that actually bought one within a week after she drove ours,” said one Model 3 owner.
The results of Bloomberg’s survey explained a lot about Tesla. First, it clarified why the Elon Musk-led company continually receives a positively high NPS score or Net Promoter Score. An NPS score measures customer loyalty and satisfaction. Tesla’s score as of March 2019 was 96.
According to the publication, car brand loyalties are usually strong and can even be passed down from generation to generation. With just an all-electric fleet, Tesla seems to be challenging car brand loyalties, which has led to a rise in sales.
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The results also explained how Tesla could function without ads. Elon Musk is well-known for being adverse to advertisements. Tesla’s CEO has stated in the past that the only sort of commercials or media output the company has considered releasing are informational campaigns. So far, Tesla has relied on its Apple-like unveiling events, Elon Musk’s Twitter account and word-of-mouth, to drive sales and catch the eye of new customers.
Given the results of Bloomberg’s study, customers seem to be doing their part by recommending Tesla to potential buyers through word-of-mouth. Tesla’s no-ad approach appears to have worked for the Model 3 for three main reasons, namely: 1) Elon Musk’s passion and personality; 2) Tesla’s attention to customer care, and 3) Tesla’s Mission.
Elon Musk’s casual demeanor on Twitter to customer questions and inquiries has helped a community of Tesla supporters grow throughout the years. His passion for sustainability, personality, and the handwork he puts into Tesla seem to help Musk relate to customers on a more personal level.
“It’s rare to see the head of a company put so much of themselves into their company. I have no clue what the head of Ford looks like. And I only know Nissan because he went to jail,” said Deanna Sherry, a 41-year-old library assistant and Model 3 owner in Clarksville, Tennessee, during an interview with Bloomberg researchers.
Another factor for Tesla’s success in its word-of-mouth approach is its attention to customer care. For example, Elon Musk has been pushing for mobile service technicians, who make home visits to Tesla owners for repairs and other services.
Lastly, there is Tesla’s Mission which is to promote electric cars for a more sustainable auto industry and a better environment. Tesla’s goal makes its customers feel like a part of something bigger than themselves. It unites Tesla owners by encouraging them to work together for a singular purpose.
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