1. business and industrial
2. company
3. annual report

Customer Experience Monitor 2014
Volvo Global CFL Study
Agenda
• Background Volvo Global CEM Study
• Online Reporting
• Support
Global CEM Study
Research Objectives and Fieldwork Start
• Measuring global customer satisfaction of a recent new car purchase experience / service
experience of a Volvo Car retailer on an overall satisfaction basis and for a set of detailed
satisfaction variables
− Overall Satisfaction – Top Box
− Detailed satisfaction variables - diagnostic
• The surveys provide VCC management and local markets with continuous performance
measurements. This is used in the global performance and target follow up as well as
local retailer network development work.
• Fieldwork started in the first week of 2012.
Methodology and Participation Rules
• Two surveys/questionnaire types
• Sales – 100% email
• Service – both email & postal
• Target group
Sales survey: Customers who bought a new Volvo
Service survey: Customers who visited a Volvo workshop for service / repair work
• Online survey – (sales & service)
Email invite to online survey
Sales – 100% of customer records with a valid email address
Service – Postal records are sent if we have not already emailed more
than 30% of the total* records received in a rolling seven day
period
Postal Survey – Service Only
Postal surveys are sent to customers that are randomly selected of dealers who do
not capture enough email addresses
*Total records = All records received regardless of whether they passed or failed the business rules
Methodology and Participation Rules
• Re-Contact Rules
Sales:
− Sales records will be rejected if a sales survey has ever been sent for the same VIN
(rule 9)
− Sales records will be rejected if a sales survey has been sent to the same email in the
last six months (rule 12)
Service:
− Service records will be rejected if a service survey has been sent for the same VIN in
the last six months (rule 9)
− Service records will be rejected if a service survey has been sent to the same email in
the last six months (rule 12)
− Service records will be rejected if a sales survey has been sent for the same VIN in the
last six months (rule 64)
• Country/Market coverage
All VCNA markets included
Email Invitation and Opt Out
Below every email there is an opt out link, that customer can click on to be ’blacklisted’.
Postal Invitation Page
Sales Questionnaire (general)
• Average completion time of 8-10 minutes
• Relatively low drop out rate (4-6%)
• Questions organized to align with JD Power focus areas
• Sales Questionnaire content:
-
Overall Satisfaction question
Overall opinion of car
Recommendation of retailer
Overall opinion of facility
Salesperson (3 questions)
Paperwork and finance (4 questions)
Customer delivery (3 questions)
Customer treatment and follow-up (3 questions)
Car history
2 open ended questions
2 demographic questions (gender & age)
Service Questionnaire (general)
• Average completion time of 8-10 minutes
• Relatively low drop out rate (4-6%)
• Questions organized to align with JD Power focus areas
• Service Questionnaire content:
- Reason for visit (e.g. Routine Service / Maintenance, Customer Pay, Warranty,
Recall, Body & Paint)
- Overall Satisfaction question
- Overall opinion of car
- Likelyhood of repurchase
- Recommendation of retailer
- Appointment and vehicle drop-off (2 questions)
- Service advisor (2 questions)
- Service quality and value (8 questions)
- Vehicle pick-up (3 questions)
- Customer treatment and follow-up (2 questions)
- 2 open ended questions
- 2 demographic questions (gender / age)
Questionnaire Scale
The respondents can rate questions and items by using a 1 to 5 point scale. Whereas the
following wording and scores equal one another:
Outstanding
Very Good
Good
Poor
Very Poor
5
4
3
2
1
Online Questionnaire Link
Sales: http://survey3.maritz.com/volvo/vas/us/
Service: http://survey3.maritz.com/volvo/vaa/us/
NOTE: Overall Satisfaction Question – Completion Required
Postal Questionnaire Page 1
• The postal questionnaire is used for service and as a suppliment to emails only.
• The first page of the postal questionnaire includes the invitation text:
Postal Questionnaire Page 2
Postal Questionnaire Page 3
Postal Questionnaire Page 4
Time Window Online Survey
(Sales & Service)
Customer Record Sample Window
A SALES customer sample is valid between 0 - 45 days from RDR date
A SERVICE customer sample is valid between 0 - 45 days from RO open date
Event Date Sales: RDR date / Service: RO Open date
Max 73
days
between
retailer visit &
questionnaire
completion
Max 45 days
Customer Record sample processed (Validity check / invitations sent out)
Max 28 days
Questionnaire completion period
Time Window to complete the questionnaire link
The online respondent has another 28 days to complete the online questionnaire
The maximum time between event and questionnaire link expires is 73 days
In average respondents fill out the online questionnaire within 3-4 days
Usually postal questionnaire are returned after approximately 24 days
Average Time to Complete the Survey (1/2)
• Sales online survey is completed after approximately 4 days.
• More than 75% of all respondents complete the sales survey within the first week.
Completed In Completed In Completed In Completed Greater Than
First Week Second Week Third Week Fourth Week Fourth Week
Event
Type
Average
days to Surveys Metho
Country EventYear complete
(N)
dology
N
%
N
%
N
%
N
%
N
%
Sales
CA
2012
5
1616
Web
1222
75,6%
252
15,6%
94
5,8%
48
3,0%
0
0,0%
Sales
US
2012
4
19343
Web
15463 79,9%
Sales
CA
2013
4
877
Web
Sales
US
2013
3
13120
Web
2748
14,2%
719
3,7%
412
2,1%
1
0,0%
77,5%
140
16,0%
30
3,4%
27
3,1%
0
0,0%
10930 83,3%
1610
12,3%
371
2,8%
200
1,5%
0
0,0%
680
Average Time to Complete the Survey (2/2)
• Service online survey is completed after 3 days.
• Postal surveys are returned after approximately 24 days.
• More than 80% of all respondents complete the service online survey within the first
week.
Completed In Completed In Completed In Completed Greater Than
First Week Second Week Third Week Fourth Week Fourth Week
Event
Type
Average
days to Surveys Metho
Country EventYear complete
(N)
dology
N
%
N
%
N
%
N
%
N
%
Service
CA
2012
3
8342
Email
6863
82,3%
1215
14,6%
186
2,2%
78
0,9%
0
0,0%
Service
CA
2012
30
1706
Postal
0
0,0%
198
11,6%
185
10,8%
555
32,5%
768
45,0%
Service
US
2012
3
75178
Email
1546
2,1%
650
0,9%
0
0,0%
Service
US
2012
20
18169
Postal
3
0,0%
6214
34,2%
6833
37,6%
2441
13,4%
2678
14,7%
Service
CA
2013
3
5088
Email
4262
83,8%
657
12,9%
108
2,1%
50
1,0%
0
0,0%
0
0,0%
130
14,2%
99
10,8%
329
35,8%
360
39,2%
44244 85,5%
6229
12,0%
871
1,7%
319
0,6%
1
0,0%
3434
33,2%
4348
42,0%
1270
12,3%
1291
12,5%
Service
CA
2013
28
918
Postal
Service
US
2013
3
51732
Email
Service
US
2013
19
10344
Postal
62697 83,4% 10285 13,7%
1
0,0%
Data Cut-Off / Reporting Dates
The data for a specific event month is final 73 days after the last date of this month. This
means that...
questionnaires that are returned after this date are not be counted
if the monthly data is final on the reporting website
turns to
Key Postal Dates 2014/*2015
Event month
Last day in month
Last day to import
customer record
(45 days from
month-end)
Final postal send
date
(14 days)
Reporting final
(14 days)
January
Jan 31
Mar 17
Mar 31
Apr 14
February
Feb 28
Apr 14
Apr 28
May 12
March
Mar 31
May 15
May 29
Jun 12
April
Apr 30
Jun 14
Jun 28
Jul 12
May
May 31
Jul 15
Jul 29
Aug 12
June
Jun 30
Aug 14
Aug 28
Sep 11
July
Jul 31
Sep 14
Sep 28
Oct 12
August
Aug 31
Oct 15
Oct 29
Nov 12
September
Sep 30
Nov 14
Nov 28
Dec 12
October
Oct 31
Dec 15
Dec 29
Jan 12*
November
Nov 30
Jan 14*
Jan 28*
Feb 11*
December
Dec 31
Feb 14*
Feb 28*
Mar 14*
Time Window Postal Survey
(Service only)
Customer Record Sample window
a SERVICE customer sample is valid between 0 - 45 days from RO open date
Time window to complete the postal questionnaire
different from the online survey, the time window to complete the postal
questionnaire is not based on the date of sample processing, but on the last date
before the event month is closed in the reporting which is the last date of the event
month) plus 45 days plus 14 days
the kill date is different to allow for the fact that the questionnaire needs to be
printed posted, delivered to the respondent, posted back, delivered to Maritz,
sorted, scanned, transcribed…
2013
January 2014
March17,
17,2013
2014
31, 2014
2013
March 31,
14,2014
2013
April 14,
Quota System (only for Service survey) (1/3)
• The postal quota sytsem for the service survey is based on records received / processed
on a weekly basis between Friday to Thursday.
• Every day service records are received, all valid email records will be sent out. Postal
records will be held back until the last day of the rolling 7 day period (Thursday).
• When it comes to Thursday (the day that postal records are selected for invitation):
a. For each retailer: Count how many service records in total (valid and rejected) we
have received from the Wednesday (previous) to Thursday.
b. For each retailer: Calculate out what 30% of the total records would be.
c. For each retailer: Count how many email records we sent from the records received
Wednesday (previous) to Thursday.
d. For each retailer: Subtract the number of email records sent from the 30% value and
only send postal records to make up the shortfall.
NOTE: The number of rejected records will have an impact on the amount of postal
records that we could potentially send because the percentage target of 30% is 30% of all
records received.
Quota System (only for Service survey) (2/3)
Quota System (only for Service survey) (3/3)
Email only examples
Example 1:
· Records received in a week: 150
· How many passed the business rules: 100
· Records with a valid email: 50
· 30% of the records received in the week: 45
·Difference between Emails sent and 30%
value: 45 – 50 = -5 (no postal invitations
sent)
Postal examples
Example 2:
· Records received in a week: 150
· How many passed the business rules: 100
· Records with a valid email: 30
· 30% of the records received in the week: 45
· Difference between Emails sent and 30% value: 45
– 30 = 15 (15 postal invitations sent)
Example 3:
· Records received in a week: 150
· How many passed the business rules: 100
· Records with a valid email: 15
· 30% of the records received in the week: 45
· Difference between Emails sent and 30% value: 45
– 15 = 30 (30 postal invitations sent)
This quota system has the benefit of not having to put the retailers into categories and if a
retailer’s volume increases or decreases, the system will automatically take that into
consideration for postal.
Agenda
•
Background Volvo Global CEM Study
•
Online Reporting
•
Support
Reporting Specifics
•
Ease of use, encourages knowledge transfer & action
•
Ability to transfer data to other software applications (e.g. Excel, PDF)
•
Available in local languages (US English, French Canadian)
•
Different reporting levels according to hierarchy
•
Database updated daily
•
Ability to generate, save and print individual reports
Reporting Tool Access (VRC²)
Users will get direct access to the CEM reporting tool on VRC² (Intranet).
Customer Experience Monitor (CEM)
VCNA Hierarchy
The VCNA Hierarchy table gives an overview of all entities and related KPI results.
Reporting Levels (1/2)
There are different reporting levels based on the organization of Regions, Markets,
Retailers.
Reporting Levels (2/2)
On Country level all different levels can be selected.
Global Dashboard
• This report shows the targets (where available) of all global countries for Sales and
Service for the current year at one glance.
• Furthermore, the 12 months rolling data as well as the trend of the overall satisfaction
are indicated.
Reporting Dashboard
Overview of important scores at one glace for an entity.
Overall Satisfaction
• Overall Satisfaction is the main perfomance indicator in the CEM survey.
• The coloring on the top of the gauge indicates whether the entities score is below /
above the country target or even within the score range of the Top25% retailers in the
country.
• On the dashboard one can find different score types for overall satisfaction.
−
−
−
−
−
Top Box Overall Satisfaction: customers who answered ’outstanding’
Bottom 2: those who answered ’very poor’ or ’poor’
Mean: average score of all surveys
Response %: percentage of completed surveys vs. all customer surveys sent
Completed Interviews: total number of completed surveys
Hot Alerts (1/4)
When customers state that their overall satisfaction with their sales or service
experience was poor or very poor they generate a Hot Alert (on the left hand site of
the dashboard).
The platform provides Volvo with the option to keep track on all Hot Alerts occurring
throughout the survey and process these Hot Alerts adequately.
More detailed info can be found in the user manual
Hot Alerts (2/4)
New (Hot Alerts): The figure beside the red flag reveals the counts of new Hot Alerts
which have been generated recently or have not been processed so far.
Pending (Hot Alerts): As soon as the handling of the new Hot Alert is in progress, and
therefore has been put on stage ‘Pending’, the Hot Alert is shown under this category.
Thus the figure beside the blue flag shows the counts of Pending Hot Alerts.
Resolved (Hot Alerts): The figure beside the green flag shows the counts of Resolved
Hot Alerts which have been fully processed and labeled as ‘Resolved’.
Hot Alerts (3/4)
When clicking on the flag on the dashboard one will be redirected to
the Hot Alert overview.
Hot Alerts (4/4)
By clicking on the loupe icon one will be redirected to the completed questionnaire.
By clicking on the flame one will be redirected to the Hot Alert history.
(Hot) Alert Subscriptions (1/2)
By selecting ”Manage Alert Subscriptions” in the Settings-Menu you can apply for
receiving Email-Notications when a Hot Alerts occurs. After clicking on this you will be
forwarded to another screen, where you have to...
(Hot) Alert Subscriptions(2/2)
1. Select an entity
2. Include an email address and click on ”add”
3. The email address notified is marked as a subscriber in the list
3
1
2
Available Reports (1/2)
Several specific reports with different functions are available in the reporting.
Available Report
Priority Report
Report Specifics
Shows for each entity its most important areas of improvement
respectively those questions/criteria that need to be focused on
in order to lift up Overall Satisfaction
Scorecard
Ranking
Trend by Question
Show key results of CEM survey
Comparison of results of different levels (e.g. retailer, area) in
ranking format
Shows the development of the scores over time per question
Result by Question
Shows the results separately for all scaled questions
Result Distribution
Shows the distribution of all responses per question
Result by Question and Level
Shows the results for all scaled questions and different entities
and hierarchy levels at one glance
Verbatim Report
Shows the verbatim given in the open ended questions per
completed questionnaire
Shows the individual results of each respondent
Shows the valid sample and received completes as well as the
completion method per event month
Individual Customer Responses
Customer Data Report
Available Reports (2/2)
Available Report
Customer Data Quality Report
Raw Data
Dynamic Ranking
Employee Report
Response Rate Trend
Query Tool
Website Activity Report
Report Specifics
Shows how many of the provided sample was invalid, valid and
the total number of sample that was provided for all hierarchical
levels
Provides the raw data of all completed customer questionnaires
In addition to the Ranking report in this report rankings within
individual regions or markets are available
Shows results on employee level
Shows the total number of invited customers, total number of
completed interviews and the response rate in % for your entity
or the levels that are reporting into your entity
Enables you doing cross-classified table analyses with two
questions
Shows the total number of logins for the reporting website as
well as the percentages of users and hierarchy levels logging in
Available Filter (1/3)
Available Filter
Versus level: possibility to compare
results with different levels
Available Selection Criteria
Region, Market, Retailer Group, Retailer
View:
Report into me: One can choose to see the results of lower levels
or
(depending on access rights)
Entity comparison: possibility to
Country, Region, Market, Retailer Group, Retailer (Top 25%
compare results of different levels or
Dealers)
different units of the same level e.g.
(depending on access rights)
Market to Region, Region to Region,
Retailer to Retailer. May also be used to
show single Retailer, Market, etc. results on
Country level.
Among my peers: One can choose to see the results of oneself
compared to the same level. For example one Retailer Group can
see his own results compared to other Retailer Groups. This is
available for Market and lower levels. The Country level user is
able to see all results anyway so this is not applicable on Country
and higher levels.
Available Filter (2/3)
Available Filter
Time Period*
Available Selection Criteria
Rolling 12 months, Rolling 6 months, Last 3 months, Year to date,
Choose Your Own
* via additional filters BeginDate and EndDate the user is enabled
to define period
Score Type
Questionnaire Type
Service Type
Top Box, Bottom 2, Mean
Sales, Service
Only in combination with Survey Type (Service):
Gender
Age Range
Question number
Time Period
Time Period - Start
Time Period – End
Level to Rank
Rank Over
Routine service/Maintenance Work, Repair under Warranty, Repair
out of warranty, Recall
Male, Female
<25/ 25-34/ 35-44/ 45-54/ 55-64/ >65
All scaled questions of the questionnaire
Any period from launch of the survey to the current month
Any month from launch of the survey to the current month
Any month from launch of the survey to the current month
Define the entity level you want to produce a ranking
Define the entity level in which you want to do the ranking
Available Filter (3/3)
Available Filter
Group/Sort
Vehicle Mileage
Vehicle Age
Available Selection Criteria
With this filter you can sort verbatim according to different criteria
(Dealer Name, Dealer Code, Event Date, Complete Date, Overall
Satisfaction)
0-15K / 15-30K / 30-45K / 45-60K / 60-75K / 75-90K / >90K
0-3 years / 4-6 years / 7-9 years
NOTE: Not all filters may be applicable for all reports.
Priority Report (1/2)
• The Priority Report shows for each entity its most important areas of improvement
respectively those questions/criteria that need to be focused on in order to lift up Overall
Satisfaction.
• The first page shows the top 3 priorities for increasing overall satisfaction linked to best
practice comments that point out possible actions to improve for those individual items.
• An explanation of the exact
calculation of the indicated
priority scores can be found in
the help file behind the
question mark
Priority Report (2/2)
Via the “Next page”-button (
) at the top of the report, one can go further to
the 2nd page which is displaying the individual Priority Scores for all questions.
Scorecard
• The Scorecards show the
market key results.
• All the results are “Top Box”
• Orange line are top 25%
dealers.
• The red line graph is the
market target line.
• Line graph shows the 12mR
progress.
• Bar graphs display the 3mR
progress.
Ranking
This report shows the Top Box Score of the different levels in a ranking.
Trend By Question
This report shows the development of the scores over time per question.
Result by Question
• This report shows the results separately for all
scaled questions.
• One will see a comparison of market scores and Top
25% retailers scores.
• The questions with a 5-point scale are shown on top
and the yes/no questions are shown below
separately.
• In the table at the bottom the exact scores of the
graphs are displayed.
Result Distribution
This Report shows the distribution of all responses per question. It displays counts
(=number of answers) for each score of each scaled question.
Result by Question and Level
With this report comparisons of results between different entity levels such as Market level
or Retailer level are possible.
Verbatim Report
• The Verbatim Report shows the
verbatim given in the open ended
questions per respondent.
• This report allows one to relate
each verbatim to the individual
respondent.
• All respondents and their
comments are listed and sorted by
retailer, so that critical comments /
request by respondents can be
related and issued directly to the
retailer and employee.
Individual Customer Responses
This Report shows the individual results of each respondent. On the first page some key
information for each customer is shown including overall satisfaction score, customer
name, model, complete method, VIN Number, Event Date and Employee.
Customer Data Report
• This report shows how many valid sample was received and how many email / postal
invites have been sent.
• If one opens the details by clicking on the plus sign one will see, how many postal
invitations were completed online or send back postal.
Customer Data Quality Report
• This report shows how many of the provided sample was invalid, valid and the total
number of sample that was provided for all hierarchical levels.
• It also distinguishes between error reasons that were within retailers control or not, so
that the sample accuracy of a dealer can be classified in a fair way.
• The rejection reasons are indicated at the top of the list and are also linked to an icon.
Raw Data
• After filling in the Raw Data Request form with the begin and end event date of the
required time period 1 one will receive an email notification that the requested raw
data is available for download on the CEM website under the "Documents" menu
.2
• The raw data will be provided in an Excel spreadsheet for further analyses.
1
2
Dynamic Ranking
With this report, rankings within individual Regions or Markets are available, when
adjusting filter settings “Level to Rank” and “Rank Over”.
Employee Report (1/5)
• The Employee Report shows cumulated data from completed questionnaires, related to
an individual Employee.
• From the overview of the Employee Report further detailed reports are available.
2
1
3
4
Employee Report (2/5)
• By clicking on 1 , the blue underlined retailer name and code in the Employee
Overview, one gets forwarded to the Retailer Employee Summary, on which the results
of all retailers’ employees are shown at one glance for every single question.
• Furthermore this overview contains benchmarks figures for the retailers’ related Country,
Region and Market.
Employee Report (3/5)
• By clicking on 2 , the blue underlined employee code in the Employee Overview, one
gets forwarded to the Retailer Employee Summary, on which the results of this particular
retailer employee are shown at one glance for every single question.
• Furthermore this overview contains benchmarks figures for the retailers’ related Country,
Region and Market.
Employee Report (4/5)
• By clicking on 3 in the Employee Overview,
one gets forwarded to the Employee Report of
this particular employee.
A
• The screen with the cumulated employee’s
results includes…
A Dashboard
B Result by Question
C Result Distribution
B
• These report tabs are corresponding in terms
of functionality and results to their
counterparts on dealer and country level.
C
Employee Report (5/5)
• By clicking on 4 in the Employee Overview, one gets forwarded to the Individual
Customer Responses of this particular employee.
• This report is corresponding in terms of functionality and results to its counterpart on
dealer and country level.
Response Rate Trend
This report shows the total number of invited customers, total number of completed
interviews and the response rate in % for your entity or the levels that are reporting into
your entity.
Query Tool
• The Query Tool enables you doing cross-classified table analyses with two questions.
• This report will be available under the “Info”-button in the Navigation menu.
Website Activity Report (1/3)
• This report shows the total number of logins for the reporting website as well as the
percentages of users and hierarchy levels logging in.
• This report will be available under the “Info”-button in the Navigation menu.
Website Activity Report (2/3)
By clicking on the blue numbers in the table‚ “Login Counts by Month and Level” an
overview will be opened that shows the details of the users that were logging.
Website Activity Report (3/3)
The graphs on the first page of the Website Activity report below the table ‚ “Login Counts
by Month and Level” show the Total Report Accesses as well as the Report Accesses by
Level for the last 6 months.
(Offline) Report Subscription (1/2) –
only for users at country level
By selecting ”Manage Report Subscriptions” in the Settings-Menu you can apply persons for
receiving additional offline reports. After clicking on this menu you are forwarded to
another screen, where you have to...
(Offline) Report Subscription (2/2) –
only for users at country level
1. Select a report and a report instance
2. Include Email address and click ”add”
3. The email address is marked as a subscriber in the list
1
2
3
Agenda
• Background Volvo Global CEM Study
• Online Reporting
• Support
Help Desk – Customers
If customers need further assitance, they can fill out a request form on the Customer
Satisfaction Help Desk website to ask questions to either Global CEM (Technical Support)
or Volvo: https://www.mbsrv.de/Volvo_CFL_Helpdesk/
Help Desk – Customers
When they choose to write a comment to Volvo, they must complete the request form
below:
Help Desk – Retailers
The Help Desk is also available for Retailers
via
Phone: 800.752.2541 or
Fax:
888.681.7344 or
Email:
[email protected]
The help desk hours of operation are Monday - Friday 08:30 (AM) to 17:00 (PM) (Eastern
Standard Time)
Help Desk – Retailer Access Request Form
(1/2)
If one wants to access the CEM reporting via VRC² but has not applied for a user account
yet, the screen from below is shown. By clicking on the link an application form will be
opened which needs to be printed, filled out and then sent via fax to the Help Desk.
Help Desk – Retailer Access Request Form
(2/2)
• Retailer CEM access is granted to the following
job roles: Principal, General Manager, Sales
Manager, Service Manager, Office Manager.
• For all other Retailer personnel CEM access
can be requested by completing the request
form available on website (sample to the
right).