BMW looks beyond tick-box surveys for customer insights

BMW Group UK has deployed a new multi-channel-capable textual analysis tool to drive deeper analysis of customer feedback

Following a six-month trial, BMW Group UK is rolling out Feedback Ferret’s end-to-end, multi-channel customer feedback analysis tool across the country.

Feedback Ferret takes customer feedback and conducts a textual analysis, delivering insights on trends and feedback themes to Web-based dashboards. It's capable of combining customer data from multiple channels including social, online and offline surveys, call centre notes and email.

Other Feedback Ferret clients include Nissan, Harley-Davidson, AXA, Lloyds TSB and Swiss Re.

BMW UK has a star-rating system for its dealerships, which lets customers rate their experience on a scale of one to five, as well as leave comments about the service they received. The value of Feedback Ferret will be in giving BMW the ability to understand the reasons for the ratings given by customers.

“This system will really help us to understand the reasons why customers give us the scores they do, so that we can make real improvements to our customer experience, and continue to improve profitability by doing what our customers want," said BMW customer strategy manager, Jonny Combe.

The six-month trial period used data from sales, after-sales and product satisfaction surveys from BMW, MINI and Motorrad BMW Bikes.

BMW has now started to move beyond 'tick box' forms, implementing shorter customer surveys but allowing space for meaningful textual feedback that can be analysed using Feedback Ferret.

Insights from the Feedback Ferret system will also be fed to BMW's factories within 24 hours of a customer leaving comments.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why 2017 will herald a resurgence of values-based marketing

It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.

Jacqueline Burns

Founder, Market Expertise

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in