Efficiency / Brazil / Automotive
Understanding the time effect on satisfaction
"We needed to understand why the customer's perception and evaluation of their satisfaction was changing over time, especially when comparing similar studies."
Business issue
There was unease when presenting the results of CX studies in the company. The proprietary study showed results above 90% satisfaction with the sales and after-sales processes, but this was not reflected in the syndicated study, where the brand had results below the market average.
Our solution
Initially, we cross-referenced the databases of respondents from both studies, allowing us to identify customers who had responded to both surveys. We compared their evaluations and analysed the verbalisations to understand why they changed. We thus designed the metric of "factors" and "weights" that most influenced the result over time. This metric allowed us to relate each item to one of the evaluation attributes of the study, facilitating the mapping of actions. In parallel, a simulator was developed that helped the client to project their evolution in the syndicated study based on the performance of the internal study.
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Impact
After two years of monitoring and applying the lessons generated by this project, our client started to define its actions and plans based on attributes with greater efficiency and longevity in the client's memory. Its evolution in the syndicated study was noticed after 8 months of monitoring, and from then on, the brand has not stopped evolving in the ranking. Other complementary actions were developed involving the dealership network. Currently, it has should consistent results and is already positioned in the top 3 of the market in both sales and after-sales studies.
