February 2019 Closed Workshop

A strong wish of this car manufacturer is to depart from a mainly numbers and indicators-based vision, as such parameters may prove subjective and potentially be biased. To avoid that, it is possible to implement a concrete, reliable measure: Customer Sentiment assessment.

Manual analysis commonly leads to excessive focus on verbatim that score very low. Automatic analysis, being exhaustive and unbiased, enables on the other hand the identification of improvement suggestions expressed by satisfied customers.

For a few years, this car manufacturer has been holding “quality meetings”. These are meetings occuring (at least) on a monthly basis which aim to train all staff on how to exploit results extracted from verbatim analysis.

Customer feedback is a reliable source to confirm or infirm intuitions regarding what might irritate customers. For instance, this do-it-yourself company came to the conclusion that, contrary to what was first thought, charging for its fidelity card was not perceived as an issue by customers.

Nowadays, customers review and compare their experience with different brands from all sectors. Reception in a banking establishment may be compared with the reception offered by a hairdressing salon, leaving brands no other choice than to perform self-assessment in order to provide the best possible experience.

A variable part of the compensation of this advertising and digital marketing company’s collaborators is based on the surveys’ response rate rather than the associated scores.

Many sectors haven’t got surveys’ response rate as high as the ones found in the automotive industry. Simplifying customer surveys can thus prove a best practice leading to increased amounts of feedback, especially when favouring open-ended questions, while limiting closed questions.