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| Discipline: | Customer Satisfaction Indexing (CSI) |
| Industry: | Automotive |
| Opportunity: | A major tire manufacturer wanted to maintain a competitive edge for their service centers and franchises. Incept was selected to index customer satisfaction and service levels among recent automotive care customers and competitive customers including: satisfaction with their recent purchase experience, intent to return, and intent to recommend to friends and family. The client would use these measures to monitor and improve performance of its service providers and ultimately increase customer satisfaction, loyalty and sales. |
| Challenge: | The customer required that Incept survey 60,000 customers per month to be equally distributed among nearly 2,000 stores nation wide, in increments of 30 completed surveys per store, per month. The customer also required that hundreds of random competitive surveys be executed per quarter. The competitive surveys needed to be broken down into three equal, sub categories of first and second tier competitors, car dealerships and independent service centers. Finally, Incept proposed the design of a near real time, online reporting tool that allowed for detailed, summary, and ad hoc reporting functionality on a monthly, quarterly and year to date basis. |
| Solution: | Incept designed a custom dialing solution that insured evenly distributed surveys, by service date, throughout each calendar month. Customer records would be activated and deactivated based on store identification codes, time zones and by the number of surveys completed. Incept’s online reporting tool allowed for data to be viewed on a rolling monthly, quarterly and YTD basis, by specific store location, region and by total. The online reporting solution allowed customer satisfaction data to be broken out by day of the week, gender and reason for dissatisfaction.
Incept’s online reporting package allows for CSI scoring data to be viewed at store, district, regional and national levels. This multi-tiered solution provides company Executives the convenience of viewing customer satisfaction at high to mid levels, while enabling regional and district management to quickly identify challenges and institute change at the store level.
All surveyed customers requiring immediate attention are batched by store and emailed (with verbatim comments) to the corresponding locations for next day follow-up. All calls are digitally recorded and are made available to any store manager upon request, through an automated request form. |
| Result: | Incept’s solution has given the client, its company owned service centers and affiliated dealers, the ability to track customer satisfaction using near real time data analysis tools to immediately identify and act on customer service challenges as well as sales opportunities. Since the inception of the customer satisfaction program, analysis has shown that customers who are contacted by phone are 1 and ½ times more likely to return than those not contacted. |
| IVR / Web survey Integration: | Incept is in the process of integrating IVR and web survey functionality to cost effectively increase CSI penetration, as well as drive additional business through offering customizable coupons as a premium for completing these customer initiated surveys. |
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