Don't Spoil the Love Affair.
Car companies are global automobile manufacturing, sales, maintenance, and financing operations. Dealerships are local businesses. Timely information makes the most of both aspects of the business—helping manufacturers staunch problems before they spread, helping dealers reach prospects at the right time to increase sales.
One well-known brand nurtured loyalty across the customer lifecycle by examining the 120,000 verbatims a month generated through call centers, handwritten dealer satisfactions surveys, and on-line surveys. All night every night, data was entered manually for morning dealer access. Impressive, but the information was neither enlightening, easy to find, nor easy to mine. And there was no analysis at a macro level to spot important trends.
Clarabridge fully automated the process, taking far less time. Results were still delivered the next morning, but with a big difference. Analysis was added. Dealer access was simplified. Unstructured data—from blogs, tweets, consumer sites and more—became part of the mix. Actionable weekly and monthly reports are now available, too, to easily spot trends. Such as the fact that for a certain model, the owners often were referencing car washes. Why? A quick drill down revealed that the car had a spoiler that couldn’t go through a commercial car wash—a fact that, because it was buried in the owners manual, sometimes spoiled the owner’s love affair with his or her car.
Now a clear picture of the complete customer experience can be seen. Emerging trends are spotted and responded to quickly. Dealers easily drill down to departmental level customer satisfaction. And the drivers behind what drivers think about their cars—the “why”—is revealed.