Citroën – Sales Insight

Client Need

Citroën UK’s brief focused on an operational “customer service” measurement tool, for the Bodyshop Departments within their dealerships.

During initial conversations, the ability to capture and compare additional customer information became clear.

Vehicle manufactures sell cars, but there is an urban myth around the customer experience following a vehicle accident i.e. how does the car body repair experience influence vehicle sales?

Business Challenge

The automotive sector traditionally suffers from silos within retail dealership departments, especially between Aftermarket and Car Sales.

Therefore how could a survey, link departments and identify the relationship between “good service” and a decision to purchased a new vehicle from the retailer.

What Did CSM Deliver?

CSM measured the level of customer satisfaction during key points in the customer journey.  The programme also included an opt in confirming the customers intended date for next vehicle purchase and a sales call opt in.

It was anticipated that “good customer service” would generate a 15% request for a new vehicle quote.  However when the programme went live, the research identified, “excellent customer service” generated up to a 40% quote request.

The research confirmed a tangible business reason to increase investment in customer experience within aftermarket departments.

This highlights the fact that where wow customer service is delivered, the cross-sell opportunity is very high.

It also highlights the impact “poor” customer experience in one department will influence another department.  A wake up call for organisations who do not invest in great customer experiences at every point in the customer journey.

Client Benefit

CSM delivered an independent programme capturing data at an operational level, which linked internal departments, which increased sales inquiries. Which means the client has a measurable ROI on the research investment.

Client Investment

This project included:

• A bespoke Customer Survey Programme,
• Quarterly Reporting,
• B2C Direct Mail data collection.

Would You Like:

• Improved cross departmental sales?
• Best practice implemented very quickly,
• Increased communication?
• An independent external to harvest enquirers from existing customers?
• Operational spend to support increased sales?

If yes, call us for a chat to see how our knowledge and experience can help you.

Call free on 0800 970 9940