The power of feedback
How ABS continues to improve its service
How do you ensure that customer feedback is a central focus point within a large organisation? And how do you keep an overview of all this data? This success story is about how ABS Autoherstel (ABS Car Repair), with help from InSocial, can quickly notice certain pain points and turn a complaining customer into a happy customer!
ABS consists of 79 franchises, making it is one of the largest car body repair chains in the Netherlands. This means ABS must deal with 79 entrepreneurs who run their own business. Therefore, it is not always easy to be aware of all the customer feedback that comes in on all these different locations.
ABS uses InSocial’s software to send out surveys, analyse customer feedback and receive online reviews and publish them on their website for a better online reputation. Each location has its own InSocial account, making it easy for employees to see their scores and what their customers say about the service they delivered.
The Service Center in Bodegraven (NL) also gains an overview of the performance of all the locations, giving them a good overview of what is going on. Many customers of ABS are also customers of clients of ABS, which are insurers or leasing companies. The ABS Service Center ensures that also their clients receive the feedback given by customers.
It’s about trust
“Customers often arrive at our company after an unpleasant experience. Their car is damaged, or even worse, they have had a car accident. Therefore, it is crucial for us to unburden and inform customers all well as we can. A customer must be able to trust that his or her car is now in good hands.”
– Ineke van Klei, Marketing & Communication Advisor at ABS Autoherstel
ABS creates this trust by not only being friendly and providing good service, but also by publishing online reviews on their website. With these reviews, ABS shows potential customers what the experiences of previous customers were.
Look for points of improvements in the feedback
Before ABS started with sending out surveys, they mainly received feedback from completely satisfied or very dissatisfied customers. Mostly because these customers were so happy, or so disappointed, they felt like taking the effort to give their opinion. In NPS terms, these two groups are called promoters (recommend your services) or detractors (do not recommend your services).
However, between these two groups there is one more group: the passives. Passives are customers who are satisfied enough, but nevertheless believe there could still be improvements. This group of customers don’t often provide feedback by themselves.
By proactively asking for the opinions of their customers, ABS now does receive feedback from their passives. And when they improve exactly those factors that are mentioned by customers, they can turn a 6or 7 into an 8,9 or even a 10. This way, ABS continues to improve its service and keep their customers happy.
A day at ABS
To show how ABS uses InSocial’s software internally we asked one of the ABS locations in Amsterdam: de Splinter. At ABS Splinter they receive many positive reviews and achieved an average score of 8.9! So, they are doing very well. But how did they do this? And how do they keep it up?
In addition to many positive reviews, ABS Splinter also receives negative reviews from time to time. But at ABS Splinter they see every negative review as an opportunity to improve their service again. This is the power feedback!
ABS Splinter ensures that employees are involved in the customer feedback process. At the start of every day, they discuss the results of the survey, what scores they received and what the feedback of the customers contains. By doing this, analysing customer feedback becomes a routine. It is a part of the job.
All employees are well informed about what the customer think of their service and they can act quickly. When ABS Splinter receives a complaint, they first look at which employee is best equipped to solve the issue. This employee then schedules time to personally approach the customer, either by phone or email.
After an employee of ABS Splinter has spoken to the customer and has resolved the complaint, the employee will send out the survey again (with consent of the customer). This way, customers can review their assessment in case they changed their minds. Turning detractors in to promoters!
For example: a customer can be dissatisfied with the insurance company, but therefore also have a negative experience when receiving service from ABS. The customer in this case gave ABS Splinter a negative review.
In this situation, ABS Splinter called the customer to ask what was going on, which is when they found out their customer was actually very happy with the provided service. After the call, the customer wanted to rate ABS differently. ABS Splinter resent their survey to their customer and made sure they didn’t receive an unjustified complaint.
By continuously measuring and analysing their ratings and customer feedback, ABS knows exactly what to improve. They improve the factors that are important to their customers, as they are mentioned the most in the survey.
Most customers of ABS state that the ‘performed activities’ and ‘employees’ are the most important reasons of the given grade. In terms of activities, customer find quality and professionalism important as well as that their car must be cleaned when delivered back to them. In terms of employees, customers find it important that employees are friendly and provide clear communication during the entire process. These are exactly the aspects that have the most influence on the score and by constantly improving these aspects, ABS continues receive high ratings!
Back in 2013, when ABS started measuring customer satisfaction, they scored 8.6. Over time, this has been increased to an 8.9 in 2017!
“For the future is especially important that we, through this direct line of
communication with the customer, identify deviations in the process and
complaints as early as possible. In the end, we all benefit from an efficient process
and satisfied customers. This applies to us, but also to our clients.”