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
It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.
Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?
So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?
In the 11th and final episode of the Closing the Gap podcast series, produced by Brandhook, Asahi Beverages’ former marketing strategy director, Darryn Wallace, chats about delivering a true ROI on marketing programs.
It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...
David Hill
Grace Group undergoes first rebrand in 30 years to unify and contemporise
Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...
Damian Young
Chobani tastes success with data analytics platform
This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!
Chris
How this marketing ops leader is lifting the automation ante at Cochlear
Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...
Aaren
How marketing automation is helping drive CX change at Adelaide University
Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...
James Doyle
5 tips to boost engagement with gamification from Donut King