When your brand is sold through a number of different dealerships it can be hard to make sure each shop is ‘on message.’ But imagine being able to tell how happy your customers are with the service they had received on a national, regional and even local level.
Here Eclipse Marketing describes how they developed a platform to let Kawasaki’s customers let the motorcycle group know exactly how well they were doing.
As motorcycle manufacturer Kawasaki Motors UK knows, customer satisfaction is key to business success. Keep your customers happy and they will come back to you and, what’s more, recommend you to others.
But how do you know if they are satisfied with your product and aftersales service? More importantly, how can you identify which parts of the customer experience are working well and which need attention?
Customer Satisfaction Index (CSI) surveys are the traditional way of measuring how consumers feel about a brand. To find out what its new customers thought about their sales and after-sales activities, Kawasaki have come up with a new twist on the old CSI approach.
Kawasaki, working with CSI specialists, Eclipse Marketing, has introduced an online CSI survey programme, covering the whole of its sales and aftersales areas.
A microsite, linked to the main Kawasaki website, was created and populated with information provided directly by consumers. Dealers and managers up and down the UK can now access this accumulating fund of information in real-time, getting immediate and constantly updated feedback on how Kawasaki dealerships are performing.
Eclipse’s Barry Nielsen, explained how it works. “Following a new sale or service, customers are driven to a bespoke branded microsite. There they are invited to fill in a survey and, in a unique facility, add comments and specific product or dealer feedback. The comment section gives dealers an opportunity to contact the consumer if there is an outstanding issue to resolve, making the survey a valuable response as well as reporting tool.
“Purchasers rate the performance of the dealership where the bike was purchased, the efficiency of the staff there, and the quality of the purchase, delivery and aftersales services they received. Critically, they are also asked if they are likely to re-service at that dealership. The programme is constantly updated as new customers’ feedback is added.”
Using the CSI information provided, Kawasaki is able to identify consumer trends over periods of up to a year, and compare them with UK industry averages, giving it an accurate insight into how its brand is performing across time, in relation to other manufacturers.
Results of the customer feedback can be viewed on a national, district, regional or individual dealership level with managers able to access special areas where they can assess what individual dealers or districts are contributing to overall scores. All dealers are also provided with the actual survey answers for monitoring purposes, but only when the customer has explicitly given their consent.
Since it is quick and easy to complete the survey online, the volume of responses from consumers has been good and has increased significantly in the year since the programme was launched.
As well as providing useful sales and aftersales performance information, the survey also adds further value. Key performance indicators highlighted in the CSI programme relate to dealer standards across the national network.
Although the programme is currently rolled out only across the UK, it has the potential to be taken further in the future, playing an important part in enhancing, improving and standardising Kawasaki dealer standards Europe-wide.
“There is potential for other usages too,’ added Barry Nielsen. “The CSI programme could, for example, form part of an incentive tool, with performance levels linked to dealership bonuses.”
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