Presenter: Joe Richards, AUTOTRADER.COM
Autotrader created a customer satisfaction program for their customers in 2005. Through this, over 40,000 customers are surveyed a year. The 16% completion rate. The goal is for the findings from this program to be intergraded into the business.
They’ve created an actionable customer service program that surveys:
1) Newly acquired customers ‘ with the company for 2 months
2) Ongoing customers ‘ twice a year to understand retention
3) Canceled customers ‘ Understand retention and formulate win back strategies
Conclusions: Measure satisfaction throughout the customer lifecycle, as it often changes. Move beyond measuring satisfaction. Integrate customer satisfaction results into the organization, it must be a part of the business. Link satisfaction data to others, like profitability, to really understand how it affects the bottom line.
Understanding the importance of acting on customer feedback and data points, key decision makers within AutoTrader.com can access client satisfaction results – in close to real time – to drive organizational changes. The goal? To help make unhappy customers happy, reward/train sales people, determine which ares of the business to invest in and which ares to conduct more research on, monitor upcoming threats and opportunities by sales regions, understand loyalty by type of products customers use, and ultimately understand what truly drives loyalty.
Join Joe Richards, Senior Manager, Research at AutoTrader.com in his presentation, “Taking Client Satisfaction to the Next Level: AutoTrader.com Drives Sales, Retains Business, and Shapes Key Company Objectives with Their Client Loyalty Program” on Tuesday, October 26th at 12:30pm during the 2010 Linkage Strategies Conference.