So how does a system like this work? Most automobile manufacturers and dealers already have some level of surveying after purchase, after service work is done, and at random intervals, they also often have presence in social media (facebook, twitter, etc). By utilizing the data that’s already in house, both structured and unstructured (those open ended questions you see on questionnaires), there’s a wealth of information already in place, but getting at it quickly and being able analyze and drill down can often be difficult.
That’s where a text and sentiment analytics solution comes into play. As an example, our recently announced customer Nissan/Infinity of North America, is using Clarabridge Enterprise in their “dealer experience” program to automatically process and analyze over 120,000 sales and service satisfaction surveys from dealers throughout North America. Previously, this process was handled by entering in surveys, then manually reviewing them to extract customer insights piecemeal monthly. Now, processing and analyzing the data is fully automated, taking only a fraction of the time allowing Nissan to access to results on a daily, weekly or monthly basis. They’re provided with a clear picture of the customer experience throughout the lifecycle, from sales to purchase to service, down to the department level within a dealership.
Clarabridge helps companies better understand their customers by automatically capturing and analyzing feedback from multiple customer touch-points, such as call center notes, survey responses, online consumer forums and social media sites. The Clarabridge platform uniquely integrates text transformation and analysis engines, including natural language processing (NLP), auto classification, advanced sentiment scoring, and rich quantitative analytics and reporting, to organize, quantify, and present accurate, meaningful, and actionable customer experience insights. Company executives and business stakeholders can then identify areas for improvement, whether it be customer service, product quality or even potentially discovering new product opportunities
Whether it’s a post sale questionnaire, new product launch or customer service assessment, automotive manufacturers have to think about how to manage the massive amounts of data generated from all their listening posts. If they can harness all that data, and turn it into actionable insights, they will clearer have a leg up on their competition, identify product liability issues, and even take the temperature of their fans on the latest innovations and designs. By listening to the voice of their customers, they will continue the successful love affair between their cars and the American consumer.
