In May 2014 General Motors launched a pilot Voice of Customer Program in collaboration with Feedback Ferret, which was then released to all dealers in 2015.
Shorter surveys yielded faster and more insightful customer feedback;
Customer service responses were reduced from the previous average of 30 days to less than 5 days.
Working in close partnership, the two companies launched a comprehensive customer listening system that provided GM dealerships and divisional contact center advisors access to information that explains what makes their customers happy or unhappy, and what they can do to help.
Feedback Ferret provided the platform to carry out text analytics on customer feedback from survey data across all four brands (Chevrolet, Cadillac, Buick, and GMC).
In addition to the Hot Alerts Feedback Ferret generated from the survey data, the customer feedback, both positive and negative, was delivered to dealerships to respond to. This new program reduced customer service responses from the previous average of 30 days to less than five days now. The overarching goal was to earn customers for life and make the vehicle management and ownership experience as seamless as possible.