GOODYEAR HI-Q AUTOMOTIVE’s CAMPAIGN TO MEASURE CUSTOMER SATISFACTION (Touchwork) | MMA Global

GOODYEAR HI-Q AUTOMOTIVE’s CAMPAIGN TO MEASURE CUSTOMER SATISFACTION (Touchwork)

June 28, 2007


GOODYEAR HI-Q AUTOMOTIVE’s CAMPAIGN TO MEASURE CUSTOMER SATISFACTION

Company: Touchwork

Client: Hi-Q Automotive: subsidiary of Goodyear Tire & Rubber in South Africa

Background

The Goodyear operated Hi-Q chain of franchised “Around the Wheel” specialists consists of over 150 owner-operated businesses located throughout South Africa.

Hi-Q’s business strategy is built around its core value proposition – “THE ONE YOU CAN TRUST” - and the commitment of every member of the organization to ensuring that customers are delighted with the treatment they receive each and every time they have contact with the company.

Goals

In its ongoing quest for growth and service excellence, Hi-Q undertook a customer satisfaction campaign over the peak summer holiday season from the middle of November 2005 to end January 2006 using Touchwork’s ESP real time performance management system.

The primary objectives of the campaign were to:

* Determine what customers think about Hi-Q and if it is living up to its commitment to service excellence and slogan of “THE ONE YOU CAN TRUST”

* To enhance the Hi-Q brand by offering a unique and innovative promotional incentive to customers over the peak Xmas period.

Solution

A range of promotional items was produced to market the campaign including a card that contained the survey questions. Customers were encouraged to respond to the survey after their car had been serviced by sending in a text message.

Hi-Q provided a cash incentive – a full refund of the total cost of a service was awarded each day to one customer that responded to the survey. In addition, a grand prize of a motor vehicle would be awarded to one lucky customer at the end of the campaign. Based on these rewards, the campaign was branded “WIN WIN” – win your service back, win a car.

Results

All text message responses were captured and results graphically displayed in real time on a secure website. Head office could view all results and compare branch performance whereas individual stores could only see their results. Negative responses were highlighted and store managers were immediately alerted enabling them to follow-up with the dissatisfied customer.

Over the three-month period of the campaign more than 10,000 customers responded. This significantly exceeded expectations and results from other quantitative surveys using mail-in cards.

Nearly 80% of customers wanted to receive further information, creating a substantial database of names for ongoing mobile marketing initiatives.

Key Benefits

* All the campaign objectives were met and the Touchwork ESP system proved to be very effective and cost efficient for obtaining customer feedback.

* The campaign results confirmed that Hi-Q is achieving high levels of customer satisfaction and meeting its promise of “THE ONE YOU CAN TRUST”.

* Areas for overall improvement were highlighted.

* Underperforming stores were identified enabling Hi-Q corporate to take corrective action.

* Store managers were immediately notified of dissatisfied customers and could take appropriate steps to address the issues and prevent recurrences.

* Store managers could compare their performance with that of the national average in an objective manner and identify areas for improvement.

* A significant opt-in customer database was created enabling further mobile marketing initiatives to be undertaken.

* Hi-Q was seen to be an innovator in a very competitive market thereby further enhancing its brand reputation.

About Touchwork

Touchwork provides mobile marketing and mobile market research solutions in the USA, Europe and Africa based on its ESP platform. Utilizing both text messaging and WAP channels, data can be collected anytime and anywhere with results available in real time on a secure website.

With more than five years of experience across many industries, Touchwork has conducted multiple cell phone based customer satisfaction surveys and product market research campaigns with leading brands including Budget, Goodyear, Airports Company and Guinness amongst others. For more information visit www.touchwork.com or phone Johann Leitner at 858 435-0722