Confidential Global B2B Technology Company :: Automotive Business Unit
Approach
The client sought to understand the current digital experience of customers and identify improvements for the future state, particularly regarding an account-tailored dashboard. The approach was a hybrid Voice of Customer (VoC) / Voice of Business (VoB) project, conducting virtual in-depth interviews (IDIs) with customers and internal stakeholders. The research focused on customer pain points, digital needs, and feedback on existing dashboard capabilities.
Outcome & Impact
Customer satisfaction with the client's product quality, pricing, and responsiveness is generally high. The primary impact lies in converting high potential interest into platform adoption and efficiency gains, as most customers were unaware of or lacked advanced access to the existing dashboard. Opportunities to drive growth and adoption included:
Driving Awareness and Access: Enlisting Customer Service Representatives (CSRs) and Account Managers (AMs) to serve as advocates who promote the dashboard and streamline the access request process.
Enhancing Self-Service Functionality: Customers desire an intuitive, frictionless experience mirroring B2B distributors. The dashboard should be improved by incorporating expanded search/input options, offering the ability to request samples, and providing alternative part suggestions when availability is low.
Improving Account Management: Implementing a company-based "global account" structure rather than individual employee accounts to ensure continuity regardless of staff turnover.
Personalization and Clarity: Customizing the dashboard to reflect the customer's specific contractual terms (e.g., payment, shipping, currency). The dashboard must also offer detailed order tracking and history, moving beyond generic "in process" status updates.
