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
This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.
Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?
Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
You're suggesting that Taylor Swift is a non-brand because we don't know who she votes for, and then you suggest developing brand stories...
Brian 't Hart
Why Gartner thinks brands are too uptight about strategy
Indeed this is the great article but i will love to recommend you to read the case study of Walamrt for get the more and more customers. ...
Eva Buttler
5 steps to customer intelligence success
here is the good news now you can find the all adobe products at walmart .. read this news here at https://creditcardsfair.com/
Yasir Abbas
Adobe: Tech architecture, talent stopping companies making the experience shift
Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...
Davy Adams
Why Gartner thinks brands are too uptight about strategy
My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...
Janice Tollis
Why Gartner thinks brands are too uptight about strategy