Keytree helps Jaguar Land Rover develop their Retailer Systems strategy
The Jaguar Land Rover (JLR) Customer First initiative is a global business strategy developed to ensure the continued success and recognition of the JLR brand. JLR analysed feedback from 250,000 customers in order to identify the five most important expectations that customers have. These were used to develop the Customer First Principles: transparent, personalised, make me feel special, easy to do business with and dependable.
In late 2016, JLR introduced the Customer First Principles – a platform for the continuous improvement in all aspects of behaviours of its workforce for today and tomorrow. JLR wants to put customers at the heart of everything they do.
The JLR Retailer network stretches far and wide, encompassing every corner of the globe. Every day, Retailer employees deal face-to-face with JLR customers to complete vehicle sales and provide essential maintenance and repair services. Therefore, any successful customer-facing initiative would need to include this critical customer touch point.
To support its network, JLR has in place a range of applications, which are used on a daily basis by the Retailer network. These applications are used to support every aspect of the Retailer business and are instrumental in how well a Retailer can provide a good customer experience.
To understand how these applications were performing and the level of impact they were having on the customer experience, JLR asked long-term partner and User Research specialists Keytree to conduct in-depth research into the use of these applications by those employees with a pivotal customer-facing role.