Moving GM to #1 in online satisfaction

摘要

GM is the largest automaker in the world with a brand portfolio including Chevrolet, Cadillac, Saab, Hummer, Pontiac, GMC, Saturn, Buick, Opel and Vauxhall. In 2004, a JD Power consumer satisfaction study showed that 68% of GM's US sites were below industry average and 2 were in the bottom 10%. An initiative was undertaken to determine the key gaps driving this unacceptable level of customer dissatisfaction. A comprehensive global user experience benchmarking project was undertaken, followed by the development of a strategy and various implementation projects.In February of 2005 JD Power published their revised study which showed that GM had risen to #1 in customer satisfaction.This presentation will review the specific techniques used to heuristically assess over 125 web sites, including techniques for functional prioritization and analytics and will address specific findings of best practices among automotive web sites. The techniques presented are applicable across industries.