Top 3 automaker uses Resonance to understand customer motivations

SITUATION
Client has made strong corporate commitment to understanding consumer wants and needs. Ford believes its marketing efforts can be more effective with insights into the emotions surrounding the car ownership experience. Specifically, the marketing team wanted to understand if emotions were at play during different stages of ownership, and how emotions of FMC car owners differed from other car makers.

INSIGHTS
By applying Resonance tools, G&G uncovered significant emotional gaps between the idealized experience and the actual ownership experience. Specific issues driving positive and negative emotions were identified and quantified. New metrics for measuring emotional satisfaction of customers were established.

IMPLICATIONS
Client can now assess every CRM initiative to see if it improves on the current experience (baseline) and approaches the ideal. Ford can leverage areas where they have positive emotional gaps versus competition, and close negative gaps through advertising, promotion and sales initiatives.

RESULTS
Client is developing and implementing programs to capitalize on these recent learnings.