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Hi-Q Automotive's 'Win Win' campaign to capture customer feedback and measure satsfaction levels using the Touchwork ESP system |
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Overview |
Formed in 1999 by the Goodyear Tyre and Rubber Company, the Hi-Q chain of franchised "Around the Wheel" specialists consists of over 150 owner operated businesses located throughout South Africa. With a strong focus on tyres, wheels and related services, every Hi-Q outlet is equipped and skilled to provide customer satisfaction at every encounter.
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.
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The "WIN WIN" Customer Satisfaction Campaign |
| 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 the Touchwork ESP system. |
| The primary objectives of the campaign were to: |
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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" |
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To enhance the Hi-Q brand by offering a unique and innovative promotional incentive to customers over the peak Xmas period. |
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With the wide spread use of cell phones across all sectors of the South African population, the Hi-Q team realized the potential of the ESP system to instantly capture and provide real time customer feedback using its SMS text messaging features as well as the ability to immediately act on negative feedback and address customers concerns. Hi-Q also wanted to be seen as an innovator in using new technologies to further enhance customer perceptions about the company as being a leader in its space.
Hi-Q undertook, as part of the ESP campaign to provide a tangible cash incentive - a full refund to the value of their purchase 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 purchase back, win a car. |
Campaign Response |
Over the three-month period of the campaign over 10,000 responses were received. Over 25% of customers responded in certain stores.
Good correlation between response rates and overall store management was identified with well-run stores achieving higher response rates than underperforming stores. |
| Surprisingly over 50% of responses included a text comment with their rating regarding the service they obtained with examples as follows: |
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Good service |
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Always use this hi q because of reliability and competitive prices |
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Service with a smile |
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Price higher than next door |
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Very welcoming atmosphere |
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Showroom can be improved |
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Service for puncture and advice so good I bought 2 new tyres without even shopping around! |
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Please let me win that Chev |
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In addition nearly 80% of customers responding wanted to receive further information from Hi-Q creating a significant database of over 7,800 names for ongoing marketing initiatives.
The overall number of customers that were completely satisfied with their Hi-Q experience was 97% with only 3% showing dissatisfaction with one or other aspect of the service. The main issue was related to prompt service, which was partially expected due to the peak holiday trading period the promotion, was run over. |
