Porsche has been an iconic brand everyone knows for decades, particularly its legendary cars and commitment to customer service. The brand is well-respected and always aims for excellence, just like it maintains its rich history. Porsche customers aren’t just customers; they’re part of the Porsche family and play a role in preserving its heritage.
At the Qualtrics X4 Summit 2024, Porsche’s CMO highlighted the role of customer experience management in their operations. During his meeting with CEO Qualtrics, Zig Serafin at the Summit, Robert Ader, the Chief Marketing Officer of Porsche, emphasized that the brand should accomplish expectations every day with marketing and sales efforts, make the experience powerful with every touch, and thus, the reputation of the premium brand with quality should be kept alive.
Porsche customers expect a very unique ownership experience. This is what we focus on in marketing and sales every day. We have a very simple marketing strategy, it only has three missions and one of them is ‘Be crazy about every customer touch point.’ And this is what we try to fulfill every day. I think that’s also one of the reasons why we have very high loyalty.
Also Read: Qualtrics X4 Kicks Off in Salt Lake City — CEO Zig Serafin Demonstrates Next-gen of Experiences
What is Qualtrics AI?
Qualtrics AI is an Experience Management platform that uses AI-driven intelligence to understand customers, employees and prospects. Beyond conventional sentiment analysis, Qualtrics AI deepens into customer, employee, and prospect experiences to uncover truly humanized insights. With Qualtrics AI, you gain the ability to understand personal preferences that transcend individual factors to anticipate needs proactively and offer the actionable recommendations needed for your business.
What does Qualtrics AI offer?
Qualtrics AI empowers businesses and helps transform raw data into a strategic advantage. Here’s what it offers:
- Actionable Insights & Predictions: With Qualtrics AI, businesses get a holistic view of their business and unlock its potential with insights.
- Revolutionized Customer Support: Intelligent insights simplify support processes. Issues are resolved efficiently, freeing up teams to focus on building stronger customer relationships. Leverage AI to personalize care, recommend solutions based on emotions, and drive higher satisfaction.
- Transformed Employee Experience: Qualtrics AI helps organizations generate actionable insights and recommendations to enhance employee engagement, productivity, and loyalty. Foster a positive work environment where employees feel valued and aligned with company goals through AI-supported data-driven strategies.
- Powerful Research & Development: Every research study yields deeper insights and clear actions. Companies can make informed strategic decisions about product development and marketing based on exceptional data quality and intelligent analytics.
How does Porsche Utilize Qualtrics AI to Improve CX?
With Ader heading the marketing, Porsche has shifted the focus of the brand’s promise from ‘beige solidarity‘ to enthusiasm to drive the pursuit of genuine exhilaration that breeds loyalty. To gauge customer sentiment, Porsche uses an easy-to-apply survey method of asking customers whether expectations were met, exceeded, or not met at all. What caught Porsche’s attention, however, was the fact that though over 90% of customers were satisfied, not all were exhilarated. The KPIs were reexamined to fit the brand’s needs.
Robert Ader emphasizes the importance of the satisfaction and excitement drivers, which can vary. For instance, while accurate information and timely delivery are satisfaction drivers, what excites customers are personalized dialogues at vehicle delivery. Porsche’s attention to detail reaches even minor interactions, such as call center etiquette and the design of market research questionnaires.
Porsche acknowledges that going digital is a reality today, which is what it has done with its dealerships. It also has integrated tech experts who help customers with its connected services. Technology is very much at the core of Porsche’s feedback mechanism. Qualtrics helps Porsche organize and analyze feedback from many of its customers. It uses open text mining to develop valuable insights from unstructured data to help ultimately shape the management’s decisions and actions. From a conceptual standpoint, Ader says it is not just a matter of fixing things quickly but also about making fundamental changes to achieve lasting optimization and improvement.
Read: What is Experience Management (XM)?
Creating Improved Consumer View
One of the ways Porsche uses Qualtrics AI is to develop a connected view of the consumer. “Most companies are good at big events,” says Ader, “but only a few are great at building excitement through attention to detail.” Porsche looks at how people are treated in call centers and how questionnaires for market research are designed. The marketing team at Porsche discusses questionnaire design, emphasizing the details in the verbiage. The company thinks that great attention to the small things creates a much richer connection with people.
Ader agrees that Porsche’s indirect business model makes connecting the dots difficult. Porsche uses the Porsche ID as a unifying identifier that helps them deal with these challenges. Agreeing that digital experience is increasingly important, Porsche has made its dealerships “tech-savvy” by having experts to help customers with connected services.
Leveraging Tech for Enhanced Brand Identity
Porsche uses technology to strengthen its brand identity. This cooperation with Qualtrics across various dimensions is a commitment of the brand to fine-tune its collection mechanisms. “Ader pointed out that earlier, Porsche had struggled to organize and present large quantities of customer feedback to management in a very well-structured way.” This is currently fine-tuned with open-text mining techniques to derive useful information from such data. Open text mining uses natural language processing to derive useful information from unstructured textual data.
Porsche uses a single relevant score to compensate management for the feedback received on sales encounters, product connectivity, and driving encounters. This score becomes the basis of decisions taken in the management meeting and acts as a trigger for taking actionable measures. Ader explains that although this is crucial in addressing the issues at the front end, it is equally important to bring fundamental changes and optimization at the back end.
Conclusion
Qualtrics AI has helped Porsche to resolute its efforts and enhance the customer experience. The thrust of a consumer-connected view is not about major touchpoints but also micro-interactions. Leveraging technology, such as Qualtrics AI, companies derives insightful customer information used to support strategic decisions and calls to action. This strategic partnership to make this happen proves that Porsche does not compromise regarding respecting and delivering on customer expectations. It, therefore, continues to embody its premium brand identity: quality and great driving experiences. It underscores, now more than ever, how Porsche, in the digital age, harnesses the power of innovation and customer-centricity.
FAQs
1. What is Qualtrics AI, and how does Porsche use it?
Qualtrics AI is an Experience Management platform powered by artificial intelligence (AI) that helps understand customers, employees, and prospects more deeply. Porsche utilizes Qualtrics AI to analyze customer feedback, gain actionable insights, and enhance its overall customer experience.
2. Why is Porsche focusing on customer experience (CX), and how does Qualtrics AI contribute to this effort?
Porsche recognizes the importance of delivering exceptional customer experiences to maintain its premium brand status and foster customer loyalty. Qualtrics AI aids in this effort by providing insights into customer preferences, sentiments, and behaviors, enabling Porsche to tailor its products and services accordingly.
3. How does Porsche gather and analyze customer feedback using Qualtrics AI?
Porsche collects customer feedback through various channels, such as surveys, social media, and online reviews. Qualtrics AI helps organize and analyze this feedback, extracting valuable insights from unstructured data. This enables Porsche to identify trends, address issues, and make data-driven decisions to improve CX.
4. How does Porsche plan to leverage Qualtrics AI further in the future to enhance CX?
Porsche remains committed to leveraging Qualtrics AI to enhance its CX efforts in the future further. This includes exploring new AI-driven technologies, expanding its use of predictive analytics, and continuously refining its feedback processes to stay at the forefront of customer experience innovation.
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