Client

KIA is a multinational company of Korean origin dedicated to the manufacture and sale of vehicles. It has been operating in Spain since 1992 through its subsidiary, Kia Motors Iberia.

Objective

One of the key priorities of KIA is customer satisfaction. Customer experience when visiting the dealers which the brand has throughout Spain features prominently within the overall satisfaction.

Since 2006, on behalf of KIA, we have carried out telephone surveys for different studies of customer satisfaction, among other projects. During these years, we have encountered inherent problems of the aforementioned channel –incorrect phone number or address, voicemail, inappropriate time, etc., thus making apparent the need to provide alternative channels for studies to be conducted more effectively and in compliance with objectives we had clearly defined:

• Offer customers a more convenient and less intrusive service
• Conduct as many surveys as possible to improve the sample and results
• Establish a more fluid dialogue offering more communication channels
• Make the most of technology to improve customer relations

Solution

The proposal clearly defined the need to boost the online environment, conducting the surveys in a mixed offline-online platform. In this more open climate, the customer is able to complete the surveys in real-time, or determine their preferences regarding the procedure for doing these.

The project defined and implemented the following phases:

• Development of web forms where the customer could fill in the surveys
• Defining new acquisition channels, access from the garages as well as promotional cards
• Personalized email marketing campaigns, focused on the online completion of the survey

The customer response was very positive. Particularly noteworthy was the participation of those more familiar with new technologies, and of those who insisted on maintaining a more frequent and fluid dialogue with their favorite brand.

For the design and implementation of the technological support of the project, we used our advanced tools of information management, integration and communication in the cloud, together with our email marketing platform.