Customer feedback gathered by CRM and CX software provides manufacturers and fleet companies with the vital data they need to generate more enquiries and increase conversions, says automotive research and insight company APD Global Research.
The company says keeping track of the customer experience has become much more difficult with many company car drivers and fleet managers moving much of the decision-making process online, which means manufacturers have little contact with both business users and private individuals who drive their vehicles.
Paul Turner, chairman of APD Global Research, said: “As standard specification on vehicles becomes increasingly sophisticated and the cost of motoring is now viewed in terms of monthly expenditure – incorporating everything such as fuel and insurance as well as the funding figure – customer care has become the fundamental differentiator.
“While feedback and the five-star rating system is widely familiar, for large corporations, such as vehicle manufacturers and leasing companies, the real pieces of insight into customer care is in the survey data which enables granular detail on an individual basis and overall trends to be identified.
"Being able to identify urgent issues and taking immediate action will ensure a potential detractor becomes a brand ambassador whilst the ability to see the bigger picture, analyse the data and take appropriate action has an overall impact.”