Founded in August 2001, Mazda Motors UK Ltd was conceived in the late 1990s, when Mazda Motor Corporation decided to connect Europe more closely with its core business in Japan.Today, the Kent-based car company has around 135 employees and a network of over 120 dealers, and recently celebrated its 20th anniversary with the launch of Mazda’s first battery electric production car in the UK.
Simon Culley
Omni-Channel Retail Manager, Mazda Motors (UK)
With UK car owners among the most knowledgeable in the world, Mazda recognised the importance of establishing credible, independent reviews of its cars and dealers to reassure customers during the purchasing process and build brand trust.Mazda’s core requirement was to have third-party independent reviews, which have credibility with potential customers. The car manufacturer turned to Feefo as a recognised and independent review platform to help fulfil this requirement.
Feefo’s platform was quick and easy to set up and integrate. Mazda already benefited from sending out bespoke questionnaires and enjoyed the flexibility the Feefo platform offers to create and send out additional surveys to its customer base.
Mazda has found Feefo’s survey tool particularly useful. The company recently used surveys to gain greater insight from its customer base, which has proved to be invaluable for the business.
The insight from the survey work completed has supported and helped to align Mazda’s omnichannel strategy. The company now has insight into customers’ future purchase intentions and can offer them the most suitable blended physical and digital purchase journey. The business can use the Feefo platform to send surveys at multiple touchpoints, gaining valuable insights throughout the customer journey for both retail and fleet customers.
Since implementing Feefo reviews, Mazda has seen an improvement in its digital performance. From a platform perspective, Mazda’s website bounce rate improved by 8%, and the company saw additional SEO improvements with an increase in the number of keywords entering the top 10 positions. Platform conversion rate also improved by 7%.
The company has used insights from the survey tool as a reference point to support its digital strategy. Mazda has benefited from a deeper awareness of its current and future customer requirements throughout their ownership of a Mazda car, both in the physical and digital environment. The data gleaned from customer feedback has given the company a greater depth of insight across a much broader mix of age, gender, and individual consumer preferences.
Feefo reviews have helped Mazda understand its customer base in far more detail than had previously been possible. Mazda has been able to identify any customer experience and product concerns from its Feefo reviews and reply to customers proactively through the platform, dealing with issues quickly to prevent them from escalating.
The insights collected from customer feedback have also helped Mazda validate its omnichannel strategy and identify future requirements for its dealer network. This includes the need to have independent reviews of Mazda vehicles, which the company can then display across its national and dealer websites to provide customers with dealer, brand and product reassurance while browsing online.
Feefo has been invaluable in supporting Mazda’s internal measurement of its customer experience strategy and providing a platform that allows the business to conduct and gather quantifiable insight.
In future, Mazda wants to ensure it uses insight to have a relevant and robust omnichannel strategy that supports and enhances brand awareness and instills trust among its customers and prospects.