Improving customer experiences
Our Customer strategy is at the heart of everything we do and creates incredible growth for our people, our brand partners and our shareholders. Our strategy is to strengthen the business through delivering a superior customer experience, seamlessly online and offline.
In 2015, we carried out over 5,000 mystery shop exercises and conducted over 16,000 customer interviews. This helps us gauge their satisfaction and needs, report on our current performance and pick out examples of extraordinary commitment. Further insights are sourced by tracking data, efficiency and customer trends across our 140 websites.
Around the world, good service is no longer considered a differentiator. It has become a necessity. Our ability to impress customers extends beyond the sale. Wherever they are in the ownership lifecycle, car owners demand constant care.
In 2015 we kicked off the Connected Customer 1st (CC1) programme which has since become the foundation of our Leading in Customer Experience driver. We developed the programme to build on our insights into the customer journey and create stand-out experiences for our customers in an ever moving omnichannel world. Customer research began in 2015 in several of our markets and will continue in 2016, leveraging our global scale and presence across the globe.