Optimizing customer experience: benchmarking and mystery shopping for a used car marketplace

Category:

Market Research

Context

A French online second-hand car marketplace operator sought to understand the processes and customer experience of similar websites in the UK

Approach and methodology

  • Created an account and processed a sale from start to last offering price
  • Met with physical agents of the websites involved in each sale
  • Completed an interview guide with all answers to client questions

Objective

  • Map customer journey from registration to final sale
  • Comparison of processes for 2 websites
  • Gather answers to precise questions from client

Results Achieved

  • Documented 3 processes based on experience with 2 websites
  • Answers to all the client’s questions