換檔再上:神秘客如何驅動更好的車主滿意度

換檔再上: 在汽車神秘客計劃中應當關注什麼呢?汽車製造商和經銷商對神秘客計劃又有何期待?Changing Gear - What should an automotive mystery shopping programme focus on? What do car manufacturers and dealers want from a mystery shopping programme?

換檔再上:神秘客如何驅動更好的車主滿意度

Jakub Hankovský探討能被汽車製造商、經銷商和經銷商運用的各種方案,來闡述一個執行良好的神秘客計畫將如何提供顧客以及員工更完善的顧客體驗。汽車產業正面臨著技術革命。連接性(connectivity)和電動汽車(electromobility)將顯著地改變產品,並釋出更多具有龐大潛力並具有連網能力的產品與服務,如快速充電設備相關硬體以及更多應用程式和其他複雜的智慧技術。不斷變化的客戶期待、急速發展的產品和新服務的競爭,加上技術的改革趨勢已經開始對汽車製造商的網路技術能力造成不小的壓力。新型態的展間設計與設施、全通路能力、員工教育訓練、認證以及其他需求導致整體效率與以顧客為中心的相關挑戰。那麼,從原廠到經銷商又如何在破碎的供應鏈中以及不斷變化的市場中追蹤他們的表現呢?答案在於神秘客計劃,這是一種已廣泛用於休閒和零售等其他行業的測量工具,神秘客在汽車產業中具有龐大的潛力。神秘購物計劃流程可以包括售後客戶旅程實踐,交易價格研究甚至“幻影測試”。正確地執行神秘客調查有助於提供更好的顧客體驗。為達到這一目標,我們需要了解客戶與其複雜的組織中的各種利害關係人,如汽車原廠,行銷通路等。研究或管理工具必須反映其公司需求才能取得成功。從第一線層員工到管理階層甚至董事會也必須了解並接受這個工具。下載此白皮書來了解益普索如何設計神秘客計劃,我們相信,正確地設計神秘客計畫至關重要,因為它不僅僅能提升價值,也能提高品質並增加投資報酬率。
Jakub Hankovský explores the different options available to automotive manufacturers, importers and dealerships, and how a well-executed mystery shopping campaign can fuel a better customer experience for customers and employees alike. The automotive industry is facing a technological revolution, and with it, customer expectations are rapidly developing. Evolving products and a race for 'new services’ has started to create pressure on the network-readiness of providers. The need for new showroom design and equipment, omnichannel ability, staff training, certification and a host of other demands has led to overall efficiency and customer-centricity challenges . So, how can the fractured supply chain from Original Equipment Manufacturers through to individual dealerships keep track of their performance in this ever-changing landscape? The answer lies with mystery shopping, a measurement tool already widely used across other sectors such as leisure and retail, and is now realising its huge potential in the automotive industry. Mystery shopping programmes can consist of after-sales customer process fulfilment, transactional price studies and even 'phantom testing'. Performed correctly, it is the perfect mechanism to ensure the delivery of better customer experiences that live up to the brand promise. However, to achieve this and run a programme that does more than just pay lip service to the multinational manufacturers' brands, there is a need to understand the needs of both the customers and the numerous stakeholders within these very complex organisations. If a research or managerial tool is to be successful, it must reflect the company’s needs. It must also be understood and accepted by the entire company – from frontline staff to the boardroom. Download this whitepaper to discover how Ipsos designs mystery shopping programmes that enhance value, improve quality and increase return on investment for some of the most successful automotive organisations in the world.