Empathica helps Halfords Autocentres gauge customer feedback

Halfords Autocentres reports it has seen its customer satisfaction scores hit 93 per cent following a new customer experience management (CEM) strategy in partnership with Empathica Inc., a provider of Customer Experience Management (CEM) solutions.

Since appointing Empathica 12 months ago, Halfords Autocentres has reviewed the feedback of over 52,000 customers which has allowed the business to implement operational changes that deliver immediate impact to the customer experience. With good value and customer loyalty key measures for the business, customer feedback levels following their visit have been reassuringly positive – with 89 per cent of customers reporting that they received value for money and 87 per cent stating they would recommend Halfords Autocentres to their friends and family.

Halfords Autocentres’ marketing director Rory Carlin said: “We want to send a clear message to our customers that we value their feedback and aim to exceed their expectations. We offer excellent value for money but want to show that value and excellent service are not mutually exclusive.” 

The CEM programme which was implemented last year invites customers to provide feedback online through printed cards that are handed out by staff at Halfords Autocentres, and through e-mails sent after they have visited a garage. The data is then analysed by Empathica and fed back to Halfords in the form of focused reports that are tailored for each garage, identifying areas that can be improved and successes that should be celebrated with staff. 

“The programme generates in excess of 162 customer responses per day across our network of 290 UK garages – generating a customer ‘WOW’ for exceptional performance that is flagged with centre managers, which can be very powerful and motivating”, continued Carlin.

Gary Topiol, EMEA managing director for Empathica, commented: “We’re delighted to have successfully demonstrated how quickly a well-executed CEM programme can deliver team engagement and actionable insights. Over time I am confident that it will enable Halfords Autocentres to drive even greater long term customer loyalty.” 

Carlin adds: “We are pleased with what has been achieved thus far but are continuing to invest in this strategy through a modelling initiative that will enable us to better understand what steps in the customer journey are most important to them and the development of a new portal that will empower managers to interpret and act upon customer feedback.”