Jardine Motors wanted to find out what their customers really wanted from their brand. They wanted to know what at which points of their customers’ journey issues arose and what those issues were.
To get to the heart of the matter, we took customer feedback comments from survey data over a two year period (over 50,000 comments). This cohort was broken down into two areas: sales and service. After all, these are two distinct business functions and as such have different processes and pinch points that we wanted to identify.
To make sense of this large data set, we used Impact Analysis (predictive modelling) to identify the key themes, both positive and negative, that were the key drivers of satisfaction and dissatisfaction for both departments.
Once these key topics were identified, they were over-laid against the client’s own customer journey maps. The impact analysis highlighted many very positive elements in the “initial greeting to purchase” and several negative issues during the “purchase to finish” phases which led to dissatisfaction among clients.
As a result of the full analysis, we drafted a list of things the customers expect during the sales and service processes and identified a number of high level priorities for the business to focus on improving. These included communication improvements with the client post-purchase, better internal processes required for busy times at dealerships, and changes to the standards with which sales and service customers are treated – every customer is equally important.