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 newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Why doing your job well is the key to innovation

The words ‘power company’ and ‘innovation’ probably don’t seem like a natural combination. In fact, when I first went for a marketing role with an electricity company, I semi-dreaded the work I thought I’d be doing.

Catherine Anderson

Head of marketing, Powershop Australia

The great unlearning: How brands can assist with the adoption of voice

Mainstream adoption of voice technology will be all about what consumers are learning not to do.

Ash Mustchin

Director, digital and experiences, Principals

Why getting intimate is key to creating a great customer experience

According to CMO’s State of the CMO 2017 research, 83 per cent of CMOs believe customer experience to be central to their role. An interesting stat considering few of us experience great brand experiences.

Pip Stocks

CEO and founder, BrandHook

'to lesson screen time'LOL someone needs a lesson on how to lessen typos.

Andrew Ward

Golden Circles invests in content play to drive brand purpose

Read more

Hey Nadia, interesting read. We have all read about what your chatbots should offer or have but haven't came across with anything about w...

Ashish K Jain

What not to do when building chatbots and voice-based brand interactions

Read more

There are some many other great solutions compared to the ones you listed here. Our clients left some of those and switched to MARA (getM...

Alexandru Rada

CMO's top 10 martech stories for the week - 9 June

Read more

Charming Shane. You know this is a public forum, right ?

Peter Strohkorb

​CMO Interview: Why aligning sales and marketing drives innovation at Konica Minolta

Read more

I agree customer intimacy is a great way of creating better customer experience. Especially in the Insurance and Financial industry. Her...

Jessicalopez1989

Why getting intimate is key to creating a great customer experience and optimising customer value

Read more

Latest Podcast

More podcasts

Sign in