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In recent years, during the digital transformation process, an increasing number of automotive companies have shifted from a product-centric approach to a customer-centric one. They aim to collect information from customer feedback and opinions to better improve products, quality, and services.
In recent years, during the digital transformation process, an increasing number of automotive companies have shifted from being product-centric to customer-centric. They aim to gather insights from customer feedback and opinions to better improve products, quality, and services.
01 Requirements
Currently, as customer feedback channels and methods become increasingly diversified, the challenge faced by the business stakeholders and IT teams of a leading automotive company in North China is how to timely and effectively analyze the voice of the customer, and establish a seamless process from hearing to understanding.
However, to deeply uncover user value and experience, it is necessary to break down departmental silos and address business pain points through a scientific and systematic approach.
02 Solutions
Based on the business requirements of a leading automotive company in North China, Futong's Auto Intelligence Voice of Customer (VOC) platform provides accurate, visual, intelligent, and shared information services to various business departments. It helps them gain deep insights into the core issues and demands raised by users, while also providing effective decision-making support for relevant departments in areas such as user experience insights, product analysis, and risk alert management.
For example, by deeply understanding the core concerns of users and identifying typical faults, the platform accurately pinpoints specific model and product issues. This provides a powerful tool for the company’s marketing, operations, product, warranty, and after-sales departments to quickly improve product quality and business processes.
03 Values
The Voice of Customer (VOC) project primarily achieves the integration of multi-source data, a unified enterprise-level tagging system, product improvement and quality optimization, service enhancement and customer care, brand impact insights, and an early warning mechanism. This enables the automotive company to truly understand customer needs, resolve issues in a timely and effective manner, and support business innovation and development.
Integrate multi-source data
The VOC data sources must be comprehensive, structuring and consolidating the company's private domain data, while integrating public domain data to maximize data value through 'public-private' synergy.
Unify the enterprise-level tagging system
By mapping out the roles and needs of various business departments in the customer journey, and integrating Futong Data Intelligent's years of experience in the automotive industry’s tagging system, a complete customer evaluation metric system is developed for the automotive company. This enables seamless flow of user data from the customer side to the business side.
Product improvement and quality optimization
Deeply analyze product quality issues within the voice of the customer, provide data support to relevant departments, and drive quality optimization.
Service enhancement and customer care
End-to-end analysis of pre-sales, in-sales, and post-sales customer experiences, including sentiment analysis, to provide business departments with more timely and comprehensive data, empowering them to understand customers' true feelings.
Brand Influence Insights
Comprehensive multi-dimensional insights into brand and model volume trends, sentiment distribution (positive, negative, neutral), trending keywords, etc., empowering brand, marketing, sales, and operations teams with deeper insights.
Early warning mechanism
Through risk models, cluster issues for early detection and intervention, preventing problems before they arise.
04 Conclusion
Amid the wave of digital transformation in the automotive industry, the explosive growth of massive amounts of user voice data presents new challenges in the collection, processing, analysis, and presentation of multi-source data.
Futong Auto Intelligence Voice of Customer (VOC) platform, driven by customer feedback, real-time intelligent analysis, and data-driven closed-loop processes, leverages years of technical development and industry-specific service experience to provide automotive clients with a rich, customizable customer voice management service platform. This helps improve the automotive user voice data insights and management solutions.
