iPerceptions - Customer Satisfaction Measurement

• Brand online experience simplified and enhanced
• Redesigned Brand Web sites increase traffic by 40 per cent
• User satisfaction scores surge 16 per cent

Windsor – Chrysler Canada today reported that the company’s new, redesigned brand Web sites have significantly increased traffic to the sites and greatly enhanced user satisfaction.

Last year, Chrysler Canada solicited feedback directly from the company’s Web site visitors in order to discover exactly what users wanted from their online experience.

“Delivering the best customer experience online begins with knowing exactly what your visitors want to accomplish,” said Pearl Davies, Senior Manager, National Advertising and Direct Marketing at Chrysler Canada. “We were able to better understand our visitors and, in doing so, identify actionable steps to enhance our business. By continually listening to our customers, we’ve seen tremendous improvement in how consumers feel about our brand and our ability to give them what they want online.”

Chrysler Canada re-launched the company’s three brand Web sites – chrysler.ca, dodge.ca and jeep.ca in late 2009. In the first month, traffic to the sites increased by 40 per cent, and user satisfaction jumped 16 per cent in the first quarter following launch, outpacing the average Canadian industry score.

Online visitors not only reported more positive feelings towards the site, but also towards the company’s brands, thus increasing customer engagement with the Chrysler, Dodge, Jeep and Ram brands.

Key enhancements to the brand Web sites include:

Clean and Simple Content: The new design has a clean and simple interface, replacing the former flash-based technology which users found distracting, slow, and difficult to navigate.  More product photos were added as well as more detail about vehicle features and options in a simple, easy to understand format.

Clear Pricing: Chrysler simplified the process of pricing a new vehicle online.  Prospective buyers can more easily compare the various Chrysler, Dodge, Jeep or Ram models and options, enabling them to “build” the vehicle of their dreams.  Available Chrysler Canada manufacturer incentives have also been added to the brand sites.

Lead generation: The new Web sites have made it easier for Chrysler Canada dealers to connect with prospective buyers who have expressed an interest in being contacted about a purchase.  In addition, customers can send emails to friends and family directly from the sites.

Chrysler Canada engaged the Web analytics firm iPerceptions to collect and analyze surveys and open-ended feedback from site visitors.  iPerceptions’ webValidator Continuous Listening solution enabled the company to develop the all-new, more user-friendly brand sites.

About Chrysler Canada
Founded as the Chrysler Corporation in 1925, Chrysler Canada Inc. is based in Windsor, Ontario, and celebrates its 85th anniversary in 2010. Chrysler Canada is a wholly owned subsidiary of Chrysler Group LLC, one of the world’s leading automotive companies. Chrysler Canada’s product lineup features some of the world’s most recognizable vehicles, including the Dodge Grand Caravan, Jeep® Wrangler and Chrysler 300.  Additional information and news from Chrysler Canada Inc. is available at: http://www.media.chrysler.com/canada

Daniel Labre
Chrysler Canada Inc.
National Product/Marketing Communications Manager
514-630-5089 (work)
514-235-7512 (cell)
daniel.labre@chrysler.com