Improves CX and - ForeSee · To learn how we can help you gain comprehensive insights into the...
Transcript of Improves CX and - ForeSee · To learn how we can help you gain comprehensive insights into the...
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY | AUTO TRADER
“Using ForeSee data and methodology, we were able to challenge the status quo and balance user needs with revenue, leading to long-term satisfaction and growth. ForeSee gives us a scientific method of identifying and quantifying the factors that matter the most to consumers.”
NICK GEEAUDIENCE AND BRAND DIRECTOR AUTO TRADER
Auto Trader Improves CX and Increases NPS by Socializing ForeSee VOC Data
KEY RESULTSForeSee’s proven model has enabled Auto Trader to:
⊲ Boost Customer Experience (CX) scores by five points and NPS scores by 42%, driving higher revenue, loyalty, and market share
⊲ Identify and prioritize tactical and strategic improvements based on user needs and expectations, as well as make those changes in an agile, flexible corporate environment
⊲ Rally a cross-functional team around the consumer experience, driven by hard data and a common interest in putting customers first
⊲ Validate a decision to sacrifice short term ad revenue to improve the user experience, leading to higher loyalty, ad views, and time spent in the long term
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY | AUTO TRADER
A BETTER WAY TO UNDERSTAND CX AND PRIORITIZE IMPROVEMENTSMany companies have an idea of what their customer
experience issues are, but they struggle to 1) identify
and prioritize the improvements that will have the most
impact, 2) gain internal buy-in for changes that affect
cross-functional teams, and 3) prioritize long-term user
experience and revenue over short-term sales.
Auto Trader, the UK’s largest digital automotive
marketplace, relies on an active and engaged consumer
base in order to help vehicle retailers sell more vehicles,
faster. In other words, the more consumers trust, use,
and rely on Auto Trader, the better it is for the vehicle
retailers who advertise on the site.
Auto Trader had been measuring how effectively it was
delivering good customer experiences by using Net
Promoter Score (NPS), but found that while NPS was
a useful output, it didn’t provide enough actionable
information to prioritize improvements.
Auto Trader came to ForeSee looking for a proven model
that would help the company prioritize CX investments,
guide business decisions, predict business impact, and
profit from customer feedback.
ISOLATING ISSUES AND MAKING IMPROVEMENTS WITH A CROSS-FUNCTIONAL TEAMAuto Trader understood some of the changes needed to
improve CX, but wanted to be able to prioritize based
on a quantifiable impact. ForeSee’s data and analysis
quickly provided Auto Trader with concrete website and
search performance improvements that mattered most
to consumers.
Enabled by the collaborative nature of Auto Trader’s
structure, a cross-functional team of people interested
in improving CX came together to drive action through
ForeSee. And as people across the organization started
to see the results of customer-centric decision, this
team has grown. There are a variety of interests and
abilities in the room when ForeSee delivers a Strategic
CX Analysis, including the leadership team, product
owners, technology teams, design, marketing, and
insight. This diversity allows the company to collectively
digest feedback, challenge the status quo, and develop
ideas immediately. The participation of leadership means
the data-driven decisions have executive support and are
executed quickly and efficiently.
Auto Trader was able to challenge the business and make the decision to prioritize the user experience over short term revenue — and it worked.
W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S
CASE STUDY | AUTO TRADER
ABOUT FORESEE
Founded in 2001, ForeSee is the pioneering leader in Voice of Customer solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide have transformed their VOC programs into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched 200 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements.
CONTACT US
To learn how we can help you gain comprehensive insights into the impact and value of your customer experience, please contact us at 800-621-2850 or [email protected]
As Auto Trader worked its way through a number of
valuable changes, a new and previously unidentified
issue emerged: Internet Explorer users had satisfaction
that was 22% lower than consumers using other
browsers. A combination of internal data and ForeSee
data and analysis was used to isolate the issues facing
IE users: they were more negatively impacted by some
forms of advertising. The team made the case to scale
back on advertising (and therefore revenue) in the
short term to keep IE customers loyal, make the proper
upgrades, validate and measure the impact, and slowly
re-introduce advertising in the long-term.
Because of their faith in the ForeSee methodology and
the buy-in that user satisfaction would drive profitability
and revenue over the long-run, the executive
team agreed.
BETTER CX, HIGHER NPS, BETTER LOYALTYBy accurately segmenting user groups, Auto Trader was
able to challenge the business and make the decision to
prioritize the user experience over short term revenue
— and it worked. After implementing these changes, CX
scores rose by five points, and NPS increased by 42%.
Higher CX means higher long term growth, loyalty,
recommendations, and market share. The results were
a 12% increase in vehicle advertising views and a 7%
increase in time spent on site.
To learn more about how ForeSee can help you optimize consumer experience to improve long-term ad revenue, loyalty, and sales, please visit www.foresee.com.
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