The research focused on both customers and customer-facing staff. A combination of scientific research approaches and techniques from neuroscience, psychology, physiology and behavioural economics were used to truly understand customer experiences and the factors that influence decision making and purchasing. Using cutting-edge technology to take biometric monitoring out of the lab and into the world of car retailing, we monitored real customers who were intent on buying a car, filming and recording them while they researched online and when they visited car showrooms. This information was matched with second-by-second recordings of their heart rates, respiration and electro dermal skin responses.
Using this data, scientists completed a physiological and psychological profile of the customer journey to identify the moments when it goes wrong – events that can ‘trip up’ the relationship and get in the way of a successful interaction between customers and staff
The findings from the research activity were used to create a programme of practical improvements focusing on the three key elements of customer experience that the research highlighted: People, Place and Process.
The implementation includes a comprehensive training and coaching programme for sales and aftersales teams. The employee programme provides both a theoretical framework and practical support to enable dealership teams to implement and sustain improvements and so consistently deliver optimal customer experiences