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Case Story: Improving profitability through Customer Loyalty

Client Issue

The client, a Premium Car National Sales Company in Europe, wanted to improve their performance in respect to in-dealer customer satisfaction, loyalty and ultimately profitability. The client’s market was included in the Head Office global Customer Satisfaction programme (which we run) whose corporate target was to be number one in Customer Satisfaction.

GfK Automotive Solution

We worked with the client to design a Dealer Excellence Programme, by identifying key drivers of both dissatisfaction and customer delight. We analysed each dealer’s individual results to provide a list of priority actions that each dealer needed to take to improve their performance. This was backed up by individual dealer training and an implementation manual to guide the dealer through an improvement plan. Financial incentives for improvement were also offered. The result was a significant increase in satisfaction for dealers on both their sales and after-sales performance which led to measurable improvements in customer re-purchase rates and after-sales revenues.