Thursday, 23 February 2017 00:28

Qualtrics deploys customer experience platform for Volkswagen

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Volkswagen Group Australia has deployed a customer experience insights platform from software-as-a-services company Qualtrics across its 103 dealerships.

The deployment provides real-time customer insights into Volkswagen’s new vehicle and servicing experience across the dealership network.

Prior to implementing Qualtrics, Volkswagen measured only customer satisfaction.

Bill McMurray, managing director, Asia Pacific and Japan, Qualtrics, said with the migration Volkswagen had evolved its’ customer experience programme, and now had a deeper understanding of customer experience, while providing dealerships with real-time alerts about customer dissatisfaction.

“Most organisations are thinking about how to gather customer satisfaction, or employee engagement results, but still coming to grips with the idea of bringing the two together and leveraging the combined data. It’s clear that if you drive customer satisfaction up, the propensity to buy is higher. The more engaged employees are, the better the service to customers, which then drives customer satisfaction and hence, revenue," he said.

Jason Bradshaw, director of Customer Experience, Volkswagen Group Australia, said, “We were looking for a platform that would help accelerate our obsession for delivering a consistently premium customer experience. This required a platform that would evolve with our programme. The Qualtrics platform gave us this.

“We believe at the heart of delivering a sustainable customer experience is understanding and being focused on the experience of both our customers and team members. The Qualtrics platform allows us to marry together both customer and employee insights. It is cohesive and, importantly, allows our dealerships to be able to leverage the insights which are delivered.

“Qualtrics was rapidly deployed within 60 days and now our dealerships are easily able to identify a customer problem, collaborate with their team members and take action in real time. Previously, it was a much more static environment.

“Qualtrics was the only platform that could provide an excellent level of sophistication and flexibility. For the first time, our customer insight dashboards are available for dealerships on mobile devices and desktop. No one has an excuse for not knowing what their customers are saying.”

According to Qualtrics, the Qualtrics platform includes a dynamic closed-loop follow up that enables organisations to quickly resolve customer issues at scale using automated ticketing and customised, role-based dashboards.

And, in the case of Volkswagen Group Australia, this functionality and visibility is now available to all dealerships, Qualtrics says.

“Dealers are now engaging with the CX team and not just asking the transactional question, but also how to understand why a customer might say they’re satisfied in their comments but still not be ready to recommend us,” Bradshaw notes.

”We’re having pointed conversations with dealers who are completely engaged around the nuances in services delivery in order to take it to the next step. Previously this was hard to do when the information was buried or held in the vault at head office.”

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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