The automotive market is homogenised. There is little to choose between one car or motorcycle brand and another. Suzuki GB realised that the majority of automotive manufacturers have improved the quality of their products so much, it is now difficult for consumers to differentiate one brand from another.
When the products are similar, it’s the experience that sets brands apart.
According to Suzuki, consumers are saying that the buying experience of a new vehicle or motorcycle is average at best. Naturally, there is a lot of room for improvement. And positioning your brand against the competition.
The company was guided by the idea that buying should be fun, and never average. In their efforts to improve the entire customer journey, Suzuki set out to help every dealer in their network deliver service excellence. With the help of market research firm Kantar, the automotive brand uncovered loads of insights – latest trends, shifting preferences, sentiment, and individual customer feedback. All this helped dealers adapt and meet customers’ expectations.
Delivering an exceptional experience was strategically fundamental to the company for two main reasons: as their point of difference, and the positive correlation between CX and retention and profitability.
Suzuki is no stranger to delighting customers – they have a “natural affinity” to supporting customers and around 10 years ago they launched a new and improved Customer Service Programme. What’s unique about Suzuki’s new transformational CX programme is that the company wanted to stay authentic. This meant not financially incentivising customer experience scores through extra discounts or gifts. Instead, they were looking for honest feedback. Mystery shops were conducted on a regular basis to provide a clear picture of each dealership’s performance.
Tangible results ensued: in eight of the last eleven UKCSI surveys, Suzuki was ranked the number one car brand in the UK in the Automotive sector. The response rates were up 38% percent, significantly higher than those of competitors. The company also won ‘The Trusted Quality Provider Award’ for demonstrating continuous and strong commitment to customers. Finally, Suzuki GB won a gold award in the Customers at the Heart of Everything™ – Small or Medium B2C Company category at the UK Customer Experience Awards 2023.
Take a look at what the judges said about this initiative:
“Suzuki’s CX initiative truly shines in its authentic commitment to redefine the vehicle buying experience. Bucking the trend, they prioritise genuine customer feedback over financial incentives, using regular mystery shops for an unfiltered perspective. Results speak volumes – well done team!”
Suzuki’s journey serves as a compelling example of how a customer-centric approach can be a strategic differentiator, highlighting the importance of prioritising and continuously improving the customer journey for sustained success in the automotive sector. Showcase your own outstanding CX initiatives and compete for recognition at the prestigious UK Customer Experience Awards – enter now!
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