APD Global Research launches new customer satisfaction product for brokers

Automotive research and insight company APD Global Research has launched a new customer experience programme specifically tailored for vehicle leasing brokers.

Voice 360 for brokers provides insight into the views of vehicle end users on the service they receive when ordering their vehicle, delivery and handover as well as vehicle servicing experiences.

The feedback enables brokers to gauge the performance of their wide range of supplier partners such as dealers, vehicle repair facilities and tyre fitters.

As well as an overall customer satisfaction rating, Voice 360 provides its broker clients with benchmarking on recommendation (Net Promotor Score) and optional net easy score (Customer Effort Score) to determine how straightforward it was for the end user to order their vehicle, take delivery or to undertake a service or repair.

APD’s research director Andrew Skelhorn said: “A survey is triggered whenever a customer – company or individual – has contact with their broker during the order and delivery period. Positive as well as any negative issues are flagged within the 360 online dashboards and the broker’s relevant account manager is alerted so that they can immediately engage and take action to resolve.

“Feedback is virtually immediate, enabling brokers to gain an invaluable understanding on the service an end user receives. This bridges a gap which is largely insurmountable as the driver is often at the end of a lengthy chain involving themselves, the broker, dealerships, and funders.

“The key benefit to brokers is the ability to measure each element’s impact on satisfaction, loyalty and retention levels by identifying exceptional performance and highlighting any issues at source to help better manage the process. For example, one of the common issues to arise is the lack of an appointment time for delivering the vehicle to the driver which has been tackled and new protocols put in place.

“It also enables brokers to provide their clients with an overall snapshot on how happy end users are with the service they receive across the board.”