Marketing Communications

Qualitative Research Brief

Prepared by Lizzi Seear, LCF

27th April 2004

Background

We have conducted an international quantitative customer satisfaction programme for a major automotive manufacturer for 20 years which involves mailing car owners A3 sized survey. There are two types of questionnaires: Sales - which is sent to a customer after they have purchased a new private car Service - which is sent to customers at 12 month intervals (for up to four years).

The questionnaires look at satisfaction with the vehicle, and the dealer, and also asks some loyalty questions and some factual questions about previous and future intentions. There is a sex/age demographic section .

Our client has approached us to ask us to investigate what changes we would recommend to the entire CSI program. This includes the survey content, the methodology, the results reporting (the results reporting do not form part of this brief).

This program produces results that have the highest profile in the organisation, and while continuing trend is important, they are prepared to change.

Nothing is sacrosanct, but the key is that the client feels they want something slightly different (maybe very different), as times move on customers wishes and needs in relation to satisfaction surveys may change. The groups need to be weighted towards the empathy/touchy feely elements and not taken over with customer product concerns or analysis of the survey. Apart from the key aspects highlighted.

These customer focus will be followed by a survey of the dealers, and the internal client management, but the customers are deemed to be the most important stakeholders in such research.

As part of a review of the overall programmes we wish to conduct 4 focus groups in 3 European countries - GB, Germany and Italy (Total 12 groups).

Proposals required by end of Thursday 29th April

Discussion Areas

We envisage many discussion areas:

§ How can our client continue to enhance 2-way communication and relationships with their clients

§ Types of corporations they like to deal with (gas, electric, phone, bank etc). What do they do to enhance their brand and make customers feel wanted

§ Customers overall opinion of surveys, relevance of them, methodology employed to disseminate them. Style of question asking. Length of survey. Scales used. It is a blank canvas.

§ The customer experiences with the manufacturer and the dealership .

§ What elements of the experience are most important to them individually

§ Detailed discussion about the understanding of particular sections of the survey, and what it means to them individually

o Treated as a valued customer

o Ease of doing business

o Recommendation of manufacturer, dealer & vehicle

§ How best to assess customer loyalty intention

§ Current questionnaire - assessment of / improvements to. Which questions do they think are relevant/irrelevant.

§ Should the survey cover product satisfaction

Project Objectives

Understand how customers "feel valued" during a transaction (generally)

Understand how customers "feel valued" during sales or service experience

Understand how customers want their suppliers to communicate with them (examples of good / bad communication)

Understand how client's customers want the manufacturer to communicate with them generally

Understand how they feel about "customer surveys" generally

Preferred client survey methodology e.g. post, Internet, phone

Review of the questionnaire - look, feel, length, content, scale used

Could we add a question about Was the overall experience better/same/worse than expected

Why do non-respondents not complete survey, what can be done to address this?

Content of cover letter/ Do they read it. What should it say

Opinion of incentives to complete/ prize draws/charity donations (how much?)

What do they think happens to the results? What do they want to happen? Have they received any feedback from Manufacturer or dealer subsequent to completing a survey

Do they want feedback of results? How? Would some sort of results website be of interest

Do they want to be thanked?

Do they find the written comments section off-putting,is it too big, too small, should there be a section