Customer Satisfaction & Performance Feedback
An automotive repair service company with a nationwide network
of branches conducts an ongoing customer satisfaction monitor using
the Net Promoter Score as its measurement framework. But it had no
competitive benchmark in the New Zealand market. The company wished
to replicate its customer measurement tool amongst customers of
it's key competitors. How could this be done cost effectively,
whilst obtaining regular high quality feedback?
Ignite Research accepted the challenge. A system was implemented
so that each week we interviewed a sample of car owners in need of
the specific repair who had contacted our client company the
previous week. They were screened to ensure they had the required
work completed elsewhere. The questionnaire includes some carefully
constructed questions that provide deeper insight into the recent
service experience.
The continuous interviewing allows us to keep a watch over
competitor service. Our reports provide the client with ongoing
competitor intelligence and performance feedback, and by aligning
with their own customer surveys, informs them on the extent to
which they have competitive advantage or weakness in key service
areas. The insights provide input into staff motivation and
training. They inform and guide strategies, standards and processes
for business retention and sales conversion.
