When do you plan to purchase or lease your next vehicle?
Which of the following best describes the primary purpose of your visit today?
Were you able to complete the purpose of your visit today?
Reason for Failed Task Completion
Please tell us why you were not able to complete the purpose of your visit today.
Let’s look at feedback provided specifically by those who stated they came to the web site to research a specific model (Purpose of Visit), and see how successful they were in accomplishing this task (Task Completion) based on when they were planning to purchase a vehicle (Purchase Horizon):
It appears those with shorter purchase horizons (0-3 months) were noticeably less successful in completing their task than those with longer purchase horizons. The client is understandably concerned that these visitors’ expectations were unfulfilled, so they dig deeper to root out the cause(s) of this issue.
Using Text Analytics, they scour the open-ended feedback from the Failed Task Completion question for those with short or long purchase horizons, and found the following type of feedback*:
Short Purchase Horizon (0 – 3 months)
– I spent 15 minutes using the car configurator, and there’s no way I can search for dealers that have a car with the exact same build?
– I couldn’t get a price that includes taxes, discounts and subsidies.
– There are no dimensions for cargo area and inside the vehicle, ground clearance and overall length of the vehicle. This is crucial info.
Long Purchase Horizon (4+ months)
– Looking for info on the new model I saw on TV… guess I’ll just come back later
– Where’s the MSRP for the 2019 models? Couldn’t find anything concrete…
– The site is confusing if you’re not familiar with the company’s vehicles.
Those with shorter purchase horizons appear to be hitting snags when it comes to more detailed vehicle information, while those with longer purchase horizons are seeking more high-level details to help them build their consideration set.
With these insights, the client can coordinate with key stakeholders internally to determine how they can address these potholes in their existing customer experience.
Marketers must be ready for their customers each step of the way
We live in an age where your customers have the flexibility to shop for what they want, when they want, however they want. Whether they’re browsing online or speaking to a representative, they are often interested in setting their own pace, and often leveraging multiple channels across their customer journey in order to do so.
What customers need and expect from your brand can evolve as they get closer to making a purchase, and marketers must ensure they have the means in place to deliver when the time comes to ensure a positive customer experience.
With the help of the ‘Purchase Horizon’ metric, you can gain the ability to better segment and understand your customers’ experiences so that you can better meet their needs each step of the way.
Did you like this post? Make sure to check out these other posts in our ongoing Customer Experience Metrics Series:
Banner image source: Markus Spiske on Unsplash