BMW teams up with Feedback Ferret
BMW Group UK customer management teams are using Feedback Ferret to track customer feedback to make speedy decisions about their customer experience.
BMW Aftersales Director, Richard Price came across the Feedback Ferret solution and immediately saw its potential for driving product, service and dealer performance through this new fast and accurate customer feedback service. He said: "I loved it! It works brilliantly and did everything I needed it to do which is why we are rolling it out nationally after a successful six-month trial."
Having access to full customer feedback within 24 hours has been a big plus point with production staff who are also very enthusiastic about the Feedback Ferret solution. They like the fact that they can react quickly and make swift changes to production line actions, and possibly to product specifications and processes.
The customer feedback management process is completely tailored to BMW requirements. With text analytics results presented through clear, easy to understand web-based dashboards, users can immediately see the daily themes, topics, hot-spots and feedback trends easily, at the click of a button.
The new analysis service is designed to enhance existing BMW customer and employee satisfaction programmes embedded in its culture, commonly known as the Customer Promise and Employee Commitment. These are widely and consistently displayed within the UK HQ building and promoted throughout the dealerships.
During the trial period, Feedback Ferret demonstrated considerable accuracy and topic analysis, providing considerable enhancement to the existing Star Rating programme.
BMW immediately saw the ability to use accurate text analysis with swift access to customer feedback to drive prompt actions.
Feedback Ferret passed all the rigorous data security checks and took a six-month snap-shot of sales, after-sales and product satisfaction surveys from BMW, MINI and Motorrad BMW Bikes division.
A detailed set of customer feedback automated topics were applied and mapped to the BMW Customer Promise and Employee Commitment subject points, with additional automotive reporting topics covering other areas of customer interactions and vehicle feedback.
BMW are now seeing the benefits of shorter, more verbatim orientated surveys that deliver greater insight than simple tick box surveys, and will be changing their customer feedback surveys accordingly.
BMW Customer Strategy Manager Jonny Combe said: "This system will really help us to understand the reasons why customers give us the scores they do, so that we can make real improvements to our customer experience, and continue to improve profitability by doing what our customers want."
He says the business has benefited from having a dedicated Account Manager who acts as a focal point to deal with any issues or questions that arise. Feedback Ferret has also provided training and continual support for all the users of the online system. The factories have also seen the solution and are very keen to have fast feedback about the products and they will now get it within 24 hours of a customer leaving their comments.