Client: Premium Automotive Manufacturer

Project Duration: 4 weeks | Sample Size: 2,400 completed surveys from recent vehicle purchasers

Challenge:

An international automotive manufacturer operating in Australia needed to understand the ownership experience of customers who had purchased vehicles in the previous 12 months. They required feedback from their actual customer base to improve dealership experiences, after-sales service, and product features. Using their CRM database was essential to ensure feedback came from verified purchasers.

Our Solution:

TKW implemented an online research programme using the manufacturer's customer database. We received a customer database containing 15,000 verified purchasers from the previous 12 months and segmented the customer list by vehicle model, purchase date, dealership, and demographics. Our team designed a comprehensive online survey covering purchase experience, vehicle satisfaction, and service interactions.

We managed email distribution from the client's provided list with personalised survey invitations, implementing a rolling deployment strategy to manage response flow and quota balance. Our project management included weekly progress reporting and real-time dashboard access, whilst conducting data quality validation including response time analysis and pattern detection. As TKW works exclusively from client-provided lists, the manufacturer had complete confidence that all respondents were genuine recent purchasers rather than panel members claiming vehicle ownership.

Results:

Achieved 16% response rate (2,400 completed surveys from 15,000 database contacts), with balanced representation across vehicle models, dealerships, and customer demographics. We identified specific dealership performance variations and service improvement opportunities, providing actionable insights for dealer training programmes and customer journey enhancement. Net Promoter Score (NPS) calculation and driver analysis was delivered across all customer touchpoints.