PERFECCIONAMIENTO DE LA METODOLOGÍA VIGENTE PARA LA EVALUACIÓN DEL

This session aimed to identify knowledge which can enhance an automotive OEMs perception of customers. Responses from attendees were ranked by the frequencies received. Attendees had the opportunity to describe the categorisation process, which are summarised in this thesis with

Table 6.1: Insights which can enhance the OEMs perception of customers in response to Question 1) Wouldn’t it be nice if we knew […] from customers

Theme Comment

Frequency Description Wouldn’t it be nice if we knew […]?

Understand Customer Usage and Lifestyle

26

The responses collected under this category identified the need to gain more knowledge about the behaviour and lifestyle of vehicle owners. Lifestyle comments consisted of elements such as customer purchasing behaviour and how vehicles related to other purchases. Behavioural comments included the need to identify usage of the vehicle, the interaction with other passengers and identifying the best driving experiences. Cultural differences also attracted the need for further insights. The psychology of how features are used was also suggested, showing that an understanding how customers think about features can also be of interest.

Who they want to be with, in the car? How does the customer use our (or their) vehicles?

Customers – U.S Vs. Europe Vs. Asia.

On a wet sunny day, I could see clearly through the front window without any glare.

Relative importance of car amongst other purchases in life. Psychology use of features.

Feature/

Importance 17

Practical usage of features and attributes is a common theme in this category. Understanding how customers use features and what customers may like from future designed features was identified. Interestingly, one particular insight requests the need for information for understanding what may have been missed from the design team is an important insight to achieve.

The frequency of use of each feature. Those items which are a real delight/surprise.

If customers like our quirky ideas? What did the design team miss?

What new technologies are most useful to the customer? What the customer wanted?

Would a lack of feature stop a customer buying a vehicle?

Customer –

Speak 13

The insights categorised for this theme signify the interest for understanding and speaking the same language as the customer. The comments indicate the interest to understand customer issues in their expressed views.

What really matters to them?

What are the key customer issues as expressed in their own words?

Passenger feedback about their likes / dislikes. Their idea of the best non-automotive products they have seen?

Understood my driving style and adapted the car theme to it. What would they redesign in the car?

What the customer said about a particular feature/fault? Accurate verbatim on TGWs of what the customer said?

Theme Comment

Frequency Description Wouldn’t it be nice if we knew […]?

Buy/No-Buy 9 This category captured responses towards understanding the reasons why customers purchase a particular brand of vehicle.

Why did they purchase X instead of Y? What is preventing them from repurchasing? Key reasons why people rejected buying our cars. What were the real reasons for making their vehicle purchase?

Competitor

Information 8

The responses from attendees identify a need to understand more competitors. Competition can pose a strong threat within the automotive industry, which can explain the need to further understand how customers evaluate competitor products. Interestingly, an insight towards understanding the subconscious factors in how customers compare their vehicle was identified.

What they like about competitor vehicles? Comparison with other luxury brands.

Their idea of the best features from all the cars on the market. How customers compare cars from previous experiences? Subconsciously - What are they comparing our features and

functionality to?

Trade-offs 8

The comments collected for this category focussed towards understanding how customers make choices in terms of features, environmental impact and cost.

How willing are they to make conscious trade-offs, e.g., Design – Package Product Quality – Feature?

If environmental issues are the top of their concerns or is it more basic like cost of motoring?

Attributes, e.g., Sound. Relative importance of parts of drive cycle.

What to prioritise from a satisfaction and cost perspective? If they had to make choices, e.g., Attribute Vs. trim, what would

they do?

Theme Comment

Frequency Description Wouldn’t it be nice if we knew […]?

Sales

Experience 6

The comments in this category highlight the need to understand the relationship between the customer and the dealerships. This can be important, as the Dealership is the first point of contact with the automotive company.

What disappointments/frustrations they have with dealers? What they think of sales people?

What, in their opinion, makes outstanding customer service? When do they feel their car needs replacing?

How to persuade them to buy?

What is the experience of the 2nd/3rd+ 4th.... owner?

Sources/

Surveys 6

Attendees provided comments in this category related to how much customers actually rely on and access information from JD Power and other customer surveys.

How much do they rely on consumer surveys, e.g., JD power in making their purchase decisions?

How do they choose between cars/brands. Where do they access information?

How they react about the car when they were in it situation? Which of our customers never respond to surveys? How do we