The challenge - designing and managing of a Global customer experience programme
Consistent and exceptional customer experience is key when a brand’s vision is to become a global leader in terms of style, quality and personality, performance, and customer service. To achieve this vision requires a detailed knowledge of a customers’ purchase and ownership experience and a clear direction as to what to prioritise and where to focus improvements.
Aston Martin challenged Beehive to develop a bespoke global customer experience programme. The programme needed to be wide-ranging and cover multiple aspects of the customer’s journey and experience, as well as provide accurate, real-time customer feedback and tangible recommendations.
Working with Aston Martin, we developed a sophisticated programme aligned to Aston’s CRM system to understand the customer’s relationship with their car and dealer. Owners provide feedback on their experience of purchasing and owning their car via a series of surveys issued at specific points of their journey, and using multiple invitation methods.
Any dissatisfaction triggers real-time alerts to enable 1:1 interaction and resolution, via their CRM system. Being a global programme verbatim also requires real-time translation and text analytics to deliver greater insight into the WHY. In addition insight is delivered via a mixture of online reporting and quarterly deep dives via dealer and product reports.
An award winning programme that has continuously evolved since 2010.
It has enabled Aston Martin to become a more customer-centric organisation with greater insight into the customer’s experience thanks to regular, detailed surveys that are mapped directly onto the company’s internal performance metrics.
Full integration with the CRM system has enabled all stakeholders and dealers have access to a greater depth of information enabling the company to address key issues in real-time, develop products that customers will buy, define service levels the organisation and dealers need to follow, and to truly provide a one-to-one service and build strong, lasting customer relationships.