Ford Motor Company prides itself on providing an excellent customer experience at all points in a customer’s journey. Our CSI product provides an insightful, consistent follow-up process with Ford customers after a visit to the showroom or service department, helping dealers to gain an in-depth understanding of their experiences and identify any unresolved issues.
Raising customer satisfaction via real-time feedback and insights
In a world where the consumer has tremendous choice, the importance of the customer experience has never been greater. It’s the key to creating brand loyalty, fuelling renewals and retention. So when dealers need support in achieving their Key Performance Indicators (KPIs) for customer satisfaction, assistance to identify any weak areas and resolve those issues is required.
Ford chose the Direct Affinity CX CSI product to engage with dealer customers post visit, to gain an in-depth understanding of any issues and help dealers identify ways to resolve them. Our advanced CX platform provided omni-channel customer contact and live time feedback to each dealer, as well as analytics on a dealership, brand, and company level.
Initially 20 dealerships who needed support joined the scheme for a period of 90 days. This number increased to 38 after the initial trial.
The key metrics of Net Promoter Score (NPS) and customer contact after a dealership visit provide a measure for improvements, and the easy-to-use platform clearly shows how dealers are resolving any outstanding issues. Following the programme, contact rates for the dealers on the programme have improved significantly and are now above the national average – from a starting point that was significantly lower.
Driving improvements
“We see Direct Affinity Europe’s role as being hugely important in helping us. They are an extension of our team, who are able to ask the right questions. They are key to the generation of incremental sales now and help us develop longer term strategies to improve our understanding of our customers and their needs.”
John Murray, CRM Manager
