Mister Muffler Case Study

Headquartered in Montreal, Mister Muffler is a leader in the Canadian automotive aftermarket industry. For over 50 years, Mister Muffler has specialized in the maintenance of mufflers and shock absorbers and over the years, has continued to diversify and grow its services—a brand now known for operating total bumper-to-bumper auto service centers. Mister Muffler currently serves customers throughout from over 65 service center locations.

Challenge

The goal for Mister Muffler was to implement a system that would provide daily customer feedback and real-time, unit-level reporting, and offer benchmarking capabilities that would track and report month by month and furnish comparative analysis of key customer experience indicators. This information would serve to offer valuable insight regarding the level of customer satisfaction and loyalty while measuring the effectiveness of strategic business initiatives, including marketing campaigns and overall brand perceptions.

Mister Muffler partnered with Agility Metrics, because of its Customer Experience Management program specifically built for the automotive service center environment. The program allowed customers to rate their most recent experience by participating in a short, online survey. The survey provided an in-depth assessment of customer perceptions and feelings regarding each moment of the experience such as: ease of booking an appointment; staff courtesy and technical knowledge; and waiting room ambience and amenities.

Outcome

Obtaining customer feedback from the customer’s point of view provided key strategic intel for executives, managers and franchise operators. In addition, open-ended comments offered rich insight about the overall customer experience. For customers, this meant a chance to comment about their most recent visit, and for Mister Muffler, it provided immediate feedback regarding the level of satisfaction from each customer, on a continuous basis. It also allowed Mister Muffler to close the loop and deal with customer issues or complaints quickly.

“To date, the feedback we have received has allowed us to become a more responsive, customer-driven organization, and have identified key strategic segments within our customer-base that will be used to build targeted employee training programs that correspond to each,” said Daniele Malandruccolo, Vice President at Mister Muffler. “Thanks to an alert system built into the reporting tool, we can react more quickly and decisively when customer issues arise.”