CUSTOMER feedback provides manufacturers and fleet companies with the vital data they need to drive their customers care – and APD has five golden rules to keep customers happy.

APD Global Research says the right approach will make them feel extra special and generate more enquiries and increase conversions.

With many company car drivers and fleet managers moving much of the decision-making process online, and manufacturers having little contact with both business users and private individuals who drive their vehicles, keeping track of the customer experience has become much more difficult.

APD Global Research chairman Paul Turner said: “As standard specification on vehicles becomes increasingly sophisticated and the cost of motoring is now viewed in terms of monthly expenditure – incorporating everything such as fuel and insurance as well as the funding figure – customer care has become the fundamental differentiator.

“Whilst feedback and the five-star rating system is widely familiar, for large corporations, such as vehicle manufacturers and leasing companies, the real pieces of insight into customer care is in the survey data which enables granular detail on an individual basis and overall trends to be identified.

“Being able to identify urgent issues and taking immediate action will ensure a potential detractor becomes a brand ambassador whilst the ability to see the bigger picture, analyse the data and take appropriate action has an overall impact.”

Turner identifies five ‘golden rules’ of customer care which can be followed if use of CRM and CX systems is maximised:

• Keep your VIP customers

If a customer is only contacted when their vehicle agreement comes to an end, any early warning signs of any imminent departure will go undetected.  Extracting data to determine purchase patterns, product usage and feedback means personal recommendations can be made throughout the ownership cycle increasing the likelihood of retaining the customer.

• VIP Clusters

Similar VIP customers can be identified and ‘clustered’ into groups to receive targeted information. CRM & CX software like APD’s 360 programmes means wider associations can be made and acted upon.

• Reward your most profitable VIPS

Use CRM and CX software to reveal which accounts and individuals are responsible for generating the most revenue. The ‘value’ of individual customers and VIP clusters should be higher if they are looked after properly. So, if there are incentives on offer, it makes sense to reward the most profitable customers to further increase their loyalty.

• Personalise follow-ups

Strong relationships are cemented because each party has a deep understanding and connection with each other so keeping customer information up to date is essential. Customers are now familiar with personalised targeting and expectations are high. The more information gathered and recorded, the more personal a customer’s interaction with a business can be made.

• Scheduling time with your customers

Modern day CRM and CX platforms mean there is zero excuse for not keeping a promise to renew contact, respond to a request, or keep a customer informed. Keeping in contact with customers, whether it’s during the course of acquiring a vehicle, whilst a vehicle is in the workshop for the day or throughout the ownership cycle, is essential, but only if it’s relevant, meaningful and compelling.