CUSTOMER JOURNEY MAP VALIDATION FOR AUTO FINANCE COMPANY
In 2016, a major auto finance provider offering both retail and lease financing solutions, brought together stakeholders from across the organization to develop a customer journey map. This internal team hypothesized all the steps of their customer’s experience from first exploring financing options through paying off the lease or loan.
Next, they turned to OGC to validate or refine the steps of the hypothesized customer journey in the real world through both quantitative and qualitative means. Through this validation the organization sought to gain a better understanding of the customer journey, identify key pain points, and uncover actionable insights on how to improve customer experience.
OGC took the following steps to validate the journey map:
Qualitative Validation/Focus Groups - OGC recruited over 100 participants from a range of demographic backgrounds and customer segments who took part in 12 different focus groups held in two major US cities. To provide structure for the sessions, and to ensure that customer input on the hypothesized steps and key issues was collected, OGC developed a discussion guide for the sessions, based on the journey map steps and on interviews with internal stakeholders. One of OGC’s experienced focus group moderators ran the groups which were video recorded, and accessible to the auto-finance team via remote live stream.
Quantitative Survey - Based on the journey and the initial findings from the focus groups, OGC designed, programmed and fielded a survey of more than 3000 past and present customers of the auto finance firm, to collect feedback on the different areas of the customer journey, and explore attitudinal profiles of auto finance consumers.
OGC then combined the findings of both the focus groups and the customer survey to provide the overall findings and recommendations from the validation study. The survey was able to identify key pain points in specific steps or sub-steps of the customer journey and indicate the extent to which that experience impacted NPS overall. In addition, the qualitative findings were able to add color, context and actionable insights as to how the specific step was experienced and how it could be improved.