W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S

CASE STUDY | AUTO TRADER

“Using ForeSee data and methodology, we were able to challenge the status quo and balance user needs with revenue, leading to long-term satisfaction and growth. ForeSee gives us a scientific method of identifying and quantifying the factors that matter the most to consumers.”

NICK GEEAUDIENCE AND BRAND DIRECTOR AUTO TRADER

Auto Trader Improves CX and Increases NPS by Socializing ForeSee VOC Data

KEY RESULTSForeSee’s proven model has enabled Auto Trader to:

⊲ Boost Customer Experience (CX) scores by five points and NPS scores by 42%, driving higher revenue, loyalty, and market share

⊲ Identify and prioritize tactical and strategic improvements based on user needs and expectations, as well as make those changes in an agile, flexible corporate environment

⊲ Rally a cross-functional team around the consumer experience, driven by hard data and a common interest in putting customers first

⊲ Validate a decision to sacrifice short term ad revenue to improve the user experience, leading to higher loyalty, ad views, and time spent in the long term

W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S

CASE STUDY | AUTO TRADER

A BETTER WAY TO UNDERSTAND CX AND PRIORITIZE IMPROVEMENTSMany companies have an idea of what their customer

experience issues are, but they struggle to 1) identify

and prioritize the improvements that will have the most

impact, 2) gain internal buy-in for changes that affect

cross-functional teams, and 3) prioritize long-term user

experience and revenue over short-term sales.

Auto Trader, the UK’s largest digital automotive

marketplace, relies on an active and engaged consumer

base in order to help vehicle retailers sell more vehicles,

faster. In other words, the more consumers trust, use,

and rely on Auto Trader, the better it is for the vehicle

retailers who advertise on the site.

Auto Trader had been measuring how effectively it was

delivering good customer experiences by using Net

Promoter Score (NPS), but found that while NPS was

a useful output, it didn’t provide enough actionable

information to prioritize improvements.

Auto Trader came to ForeSee looking for a proven model

that would help the company prioritize CX investments,

guide business decisions, predict business impact, and

profit from customer feedback.

ISOLATING ISSUES AND MAKING IMPROVEMENTS WITH A CROSS-FUNCTIONAL TEAMAuto Trader understood some of the changes needed to

improve CX, but wanted to be able to prioritize based

on a quantifiable impact. ForeSee’s data and analysis

quickly provided Auto Trader with concrete website and

search performance improvements that mattered most

to consumers.

Enabled by the collaborative nature of Auto Trader’s

structure, a cross-functional team of people interested

in improving CX came together to drive action through

ForeSee. And as people across the organization started

to see the results of customer-centric decision, this

team has grown. There are a variety of interests and

abilities in the room when ForeSee delivers a Strategic

CX Analysis, including the leadership team, product

owners, technology teams, design, marketing, and

insight. This diversity allows the company to collectively

digest feedback, challenge the status quo, and develop

ideas immediately. The participation of leadership means

the data-driven decisions have executive support and are

executed quickly and efficiently.

Auto Trader was able to challenge the business and make the decision to prioritize the user experience over short term revenue — and it worked.

W W W. F O R E S E E . C O M | C U S T O M E R E X P E R I E N C E A N A LY T I C S

CASE STUDY | AUTO TRADER

ABOUT FORESEE

Founded in 2001, ForeSee is the pioneering leader in Voice of Customer solutions. Armed with the ForeSee CX Suite, more than 2,000 companies worldwide have transformed their VOC programs into a strategic and rigorous business discipline that delivers economic impact. Only ForeSee offers a multi-patented algorithmic approach to customer experience measurement, access to an unmatched 200 million benchmarked experiences, and actionable insights from a team of 200 expert analysts that give certainty to CX improvements.

CONTACT US

To learn how we can help you gain comprehensive insights into the impact and value of your customer experience, please contact us at 800-621-2850 or sales@foresee.com

As Auto Trader worked its way through a number of

valuable changes, a new and previously unidentified

issue emerged: Internet Explorer users had satisfaction

that was 22% lower than consumers using other

browsers. A combination of internal data and ForeSee

data and analysis was used to isolate the issues facing

IE users: they were more negatively impacted by some

forms of advertising. The team made the case to scale

back on advertising (and therefore revenue) in the

short term to keep IE customers loyal, make the proper

upgrades, validate and measure the impact, and slowly

re-introduce advertising in the long-term.

Because of their faith in the ForeSee methodology and

the buy-in that user satisfaction would drive profitability

and revenue over the long-run, the executive

team agreed.

BETTER CX, HIGHER NPS, BETTER LOYALTYBy accurately segmenting user groups, Auto Trader was

able to challenge the business and make the decision to

prioritize the user experience over short term revenue

— and it worked. After implementing these changes, CX

scores rose by five points, and NPS increased by 42%.

Higher CX means higher long term growth, loyalty,

recommendations, and market share. The results were

a 12% increase in vehicle advertising views and a 7%

increase in time spent on site.

To learn more about how ForeSee can help you optimize consumer experience to improve long-term ad revenue, loyalty, and sales, please visit www.foresee.com.

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