Why set up an automatic semantic analysis solution of the customer feedback for Stellantis?
Since 2010, we have started transitioning from phone-based surveys to Internet-based ones in all the countries where our branch offices are present. We survey our customers following the purchase of a new car or workshop service. The amount of customer feedback quickly increased and we were facing a growing mass of information we were not able to process. It was consequently more than necessary to have a solution at our disposal that would allow us to accurately analyse customer feedback regarding their experience within our networks. We joined forces with the CRM department on a project whose objective was to promote a global overview of customer knowledge.
We worked together with the Customer Relationship and CRM teams to draw up a list of concepts/sub-concepts, keeping in mind the sector’s specificities. As a first step to ensure its sustainability, we quickly had to demonstrate semantic analysis’s value-add; we did that by organising projects with the other departments (business methods, aftersales…) as well as involving all actors. We were furthermore restrained by our tools, which proved unsuitable and as such impeded our sharing and exploitation of customer comments. This problematic aspect is nowadays resolved and actors of our networks have access to a full overview of our customers’ expression.
The implementation of automatic semantic analysis has enabled us to improve our collaborators’ motivation within all departments of the company.
Can you provide some concrete examples of insights, key figures or ROIs gained with the help of Stellantis customer feedback analysis?
Our analyses were until now essentially quantitative. Our quality department now integrates customer comments into cross-study analyses which provide global overview of customer experience in our dealership network. In our Customer Service department, processing time has been halved while the pertinence of the replies to customers has been improved. In operational departements, customer feedback acknowledgement has led to the revision of methods and standards.
We have already extracted a lot of insights from our customer feedback. For instance, we used to ask customers through a close-ended question whether they had had to come back to the workshop, but it is only analysis of the answers to the open-ended questions which allowed us to understand why. This has allowed us in turn to implement efficient and relevant action plans.
How have you been using Esatis to model the customer journey?
Before we started working with Esatis, we had issued ourselves the challenge of extracting customers feelings, irritants and customer satisfaction boosters out of our customer surveys. We wondered whether it was possible to recreate a typical customer journey out of raw customer feedback and to be able to visualise which steps of their visit in dealerships had been the most important. There is a corporate vision that is very theoretical: we imagine what customers do, how they do it and the order in which they do so, and then there is real life. Our approach was then to consider “what’s real life?” and to take a thorough look at these satisfying and unsatisfying aspects that emerge from customers’ real life.
The available visualisation in Esatis differs from the theoretical customer journey that could be set up in house. We consequently do not model the whole customer journey, but rather specific instants which are linked to the scope of our surveys. Instants we can delve into in a very precise manner.
Results visualisation in Esatis has proven a real support for our communication on verbatim and analysis, meaning that we’ve been able to deliver these results to our collaborators and dealerships. This has led to a better understanding of issues such as quality of reception, to assess our approach regarding some behaviours, to determine which trainings to plan according to now more accurate criteria or to reschedule some organisation processes… We have been able to act directly, at a point of sale level.
A verbatim that you’ve found unusual or which has left an impression on you?
L’accueil des hôtesses ou secrétaires franchement elles sont remarquable (une au cheveux brun et l’autre au cheveux gris elle a même une jumelle) vraiment ce sont des amours.
(Translation: The reception from the receptionists (or were they secretaries?), they’re quite honestly outstanding (the one with brown hair and the other with grey hair, she’s even got a twin), they really are adorable.)