The Client
Over the last ten years, Audi has emerged as one of the premium automotive
brands. Realising that customer retention would be a significant contributor
to their future success, Audi has driven a decade-long campaign to raise
the standards of customer care given to their customers by their dealers.
The Challenge
Audi measure customer satisfaction levels UK-wide as part of their Service
By Design Programme. Individual dealers are required to implement processes
to uphold the highest possible customer satisfaction within their own
customers. This would have a three-fold benefit:
1 ) Increase the public perception of the Audi brand through word-of-mouth
reputation building.
2) Increase sales through positive referrals.
3) Increase sales through existing customers re-purchasing another Audi
when deciding to upgrade their vehicle.
The dealers knew that they needed better processes to seek feedback
from their customers. The challenge was how to get better quality information
out of these calls, as opposed to the kind of tick-box exercise most
customer surveys seemed to be. The information needed to be more relevant
to improving customer service, and leaving the customer with a positive
feeling about the dealership, rather than just a matte-of-fact problem
discovery exercise.
The Solution
Many Audi dealers turned to Return on Investment (ROI) to implement
their high-quality outsourced customer satisfaction service. Using intelligent,
well-read operatives, who work unscripted and allow the conversation
to develop naturally, allows the customer to become more involved in
the call, rather than just feeling it's a questionnaire exercise. Ultimately,
this leads to a more comfortable level of conversation, and a higher
degree of information sharing between the customer and the business.
Return on Investment (ROI) staff understand the products and services
used by the customers. Many low-level concerns can be handled by Return
on Investment (ROI) on that first call and they are able to accurately
decipher what is a formal complaint over what is just a concern allowing
dealer staff to prioritise their time. Open communication channels between
client staff and Return on Investment (ROI) meant the service is flexible
enough to allow for changing business demands.
The Results
The Programme led to a more useful level of feedback on each customer.
Paul Smart, Project Director at Return on Investment (ROI) comments,
"The most critical moment in the customer's perception of your
business is the way their complaint is handled at the moment they communicate
it. Right at that point you have your one best chance to delight them
by how you value their feedback. Even if they've experienced bad service,
if you handle that moment properly they will remain very positive about
your business."
Using intelligent call-scheduling, ROI is able to contact over 90% of
dealer customers to ensure the maximum amount of feedback is gathered.
The increased level of feedback enables clients to quality-check their
own staff, customer service provision and quality of work.
Steve Russell, Head of Business at Poole Audi said, “I just
thought you would like to know that we had a meeting this afternoon
to discuss Service By Design, and inevitably we were drawn to the feedback
we obtain from your research. Return on Investment (ROI) was commended
for the depth of the detail you give us, which is profoundly useful
and discussed around the business much more than you would imagine.
You were also commended for the consistency with which you have provided
first class service to us over a long period of time."
Ultimately, the real proof is in the increased sales and customer satisfaction
ratings experienced by our clients, and the continued high perception
of the Audi brand.
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