EVERYBODY'S TALKING
AN ANALYSIS OF YOUR TRUSTPILOT REVIEWS
KWIK FIT
WHAT DO YOUR MOST LOYAL CUSTOMERS SAY?
The best customers are those that come back to you time and time again. Finding out what motivates their loyalty can identify actions to help your brand grow.
For this analysis, we have looked at the Trustpilot reviews of those who have left multiple reviews of Kwik Fit.
We define these as loyal customers and by analysing what they say in their reviews and how they react to marketing actions, we can identify actions that help drive loyalty.
THE CONVERSATION
We've analysed the topics of conversation that are significant to your most loyal customers and undertaken a regression analysis to identify those attributes of your service that influence loyalty. Some factors have a positive influence but some have a negative influence meaning that if this thing happens, people are less likely to come back again.
That attribute with the most influence is good old fashioned customer service. This usually revolves around providing a friendly and efficient service which offers value for money. This shows that loyalty is not just motivated by price but by good service.
A related aspect is the fitter doing exactly what they said they would at the time designated. This applies in particular to the mobile fitting service, which has become increasingly important in driving loyalty.
One of the other stand-outs we see from the analysis is the importance of getting it right first time. Phrases such as 'can't fault them' and 'no complaints' sums up a lot of sentiment felt by loyal customers.
On the other hand, when things go wrong in relation to appointments (especially for MoTs), customers are less likely to be loyal.
If we isolate reviews left over the last year or so, we can identify the attributes that have a stronger influence more recently. From this analysis, a friendly customer service has grown significantly in influence while the mobile fitting service has also grown sharply.
Trust, value and Halfords
The chart illustrates a consistent line of mentions of the word 'trust' contained in reviews. The use of 'trust' broadly matches the variation in the number of reviews, suggesting that this concept is a solid, recurrent theme in customer feedback. This could indicate that maintaining and highlighting trust-related aspects (like guarantees and transparency) could be important for customer retention and acquisition.
Moving to 'value', the chart shows a much denser set of points and the frequency of the word in reviews matches the ebb and flow of the number of reviews during the period . 'Value' appears to be a significant touchstone and Kwik Fit may benefit from focusing on your value proposition in your marketing and service offerings.
Lastly, 'Halfords', a direct competitor, has a far less pronounced presence in the chart but becoming more frequently mentioned throughout the years. The uplift in references to Halfords suggests that direct comparison is emerging as a business threat. References to Halfords are usually in the context of a service failure or a pricing issue. This trend needs to be carefully monitored.
ASSOCIATED SHOPS
Looking at the other categories shopped by your loyal customers can tell us about their wider buying behaviour. In this analysis, we look exclusively at those categories that are the most influential to people who leave multiple reviews.
The chart displays the 'Loyalty Odds Ratio,' which measures the odds (or likelihood) of customers who shop in a specific category leaving multiple reviews for you, compared with the odds of those who don’t shop in that category doing the same. We then express the difference between these odds as a percentage.
Customers who shop in the auto parts & wheels category and for insurance are much more likely to be loyal and be larger in number. These are your most important customers. Greater cross fertilisation between the repair arm and your car insurance service could be beneficial.
Customers who shop for tools & equipment and gardens & ponds are also more likely to be loyal to you but there are fewer of them. There might be an opportunity here to associate your brand with those shoppers in order to grow your customer base.
Reviewers in the gaming category have a negative Loyalty Odds Ratio. This means the more they shop those categories the less they shop for your product. This is probably down to being a different demographic group from your core market. These are categories with lower reviews so are not an immediate business concern.
It should be kept in mind that there could be other factors at play, such as age, gender and location, that might better explain the data. These are not collected by Trustpilot and, therefore, cannot be used in the analysis.
In the next section, we expand our analysis to look at all of the categories shopped by your most loyal customers.
THE SHOPPING UNIVERSE TREE PLOT
We discussed above the most important categories that people who are loyal to you also shop. Below we display all the shopping categories that are also shopped by your loyal customers.
From this analysis you can gain valuable insights into your loyal customer's broader interests and shopping behaviours. The tree plot identifies the other product categories and services that resonate with your loyal customers, offering a strategic opportunity to tailor marketing campaigns, create partnerships or even expand your product lines to align with these interests.
Understanding cross-category interests can enhance customer segmentation and personalised marketing efforts, potentially increasing customer retention and attracting new customers with similar profiles.
The graphic is fully interactive so clicking on the tiles gives you finer detail on your shopping universe.
THE KEY TAKE AWAYS
- The interaction that customers have with your staff is vital. The data shows that a positive outcome is more likely to lead to repeat business. It's important that when things go wrong, staff have the necessary skills and training to react quickly to agree a mutually satisfactory resolution.
- The concept of value is an important topic in reviews and a contributory factor to why loyal customers return. The value proposition should be clear and placed front and centre of your money.
- So too should the concept of trust which is a constant in your reviews. Linked to this are phrases such as 'Can't fault them' and 'no complaints' which again could be a sentiment that cuts through in marketing.