Case Study - International Car Manufacturer

An international car manufacturer was seeking a way of collecting highly specific customer feedback and then feeding that information back to their 92 dealerships. However, its existing system for creating a Satisfaction Index was not flexible enough. Management wanted to better understand:

· Overall customer satisfaction
· Relative dealership satisfaction, including
· Customer service process satisfaction
· Returns and exchange process satisfaction
· Individual complaints to dealerships

Since the company felt that outsourcing the creation and administration of this survey was their best option, they examined a number of research firms and ultimately selected Teleconomy to assist with this project.

Teleconomy designed a bespoke Customer Contact System that measured their dealerships performance and provided a unique feedback loop to help dealerships immediately improve their service.

Teleconomy collate all the dealership contact information, be that through telephone calls, emails, fax or in person, into a highly versatile database. Next, they contact each customer through their preferred channel and asked a series of key questions designed to accurately rate the service provided by their dealership. Teleconomy make around 4500 calls a month of this nature every month.

These qualitative and quantitative answers are collated and, if necessary, a fax alert is sent to any dealerships where particular problems were identified. Teleconomy also provides the manufacturer with monthly updates on dealerships’ performance in addition to reports on each region and the UK as a whole. Teleconomy were subsequently employed on an annual basis to give dealerships and manufacturer the ability to see measurable change in customer feedback.

This system provides each dealership with a highly responsive, independent customer satisfaction measurement that allows them to respond immediately to any customer concerns. As a result of this survey project, the manufacturer now has a much better understanding of its customers overall satisfaction, needs and preferences, and how these items differ across customer segments and geographies.

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