How Norauto broke through a VoC ceiling with precision steering
A European automotive service network with a mature VoC programme rebuilt its taxonomy with its field teams, and now acts on what customers say store by store.
Norauto is a European automotive service network with more than 12,000 employees in at least five countries, running stores, workshops, and a growing set of digital journeys like Shop & Collect and Click & Collect.
A team of five voice-of-customer experts sits close to the field, making sure every dashboard reflects real daily needs across stores, workshops, and customer relations.
With Hello Customer, we moved from simply observing satisfaction to truly understanding it. We now steer the customer experience with real precision.
What they needed to solve
Norauto already tracked NPS across its stores, workshops, website and customer relations. Its VoC programme was mature, but it had hit a ceiling: turning thousands of weekly verbatims into concrete, field-level actions still took hours of manual work.
Customer service NPS dropped, but teams couldn't tell whether the issue was operational, organisational, or communication-related.
Categories like ‘service’ or ‘waiting time’ grouped very different situations into one bucket, which made action plans generic.
Broad trends were visible, but nuances, opportunities, and emerging patterns stayed buried in the raw feedback.
How Norauto uses Hello Customer
In working sessions that brought together stores, workshops and HQ functions including customer relations, Norauto rebuilt its semantic analysis from macro to micro. Teams analysed real verbatims together until every category mapped to a real situation a team could act on.
Workshops manage their performance KPIs, stores their operational priorities, and customer service its verbatim peaks.
With Ask ISAAC, the team now asks questions a rigid dashboard could never answer, and gets the answer in seconds instead of hours.
Results
A taxonomy that maps to real situations and dashboards tuned to each team lifted NPS across nearly all customer journeys. The signals teams act on are now precise enough to drive concrete field actions rather than generic plans.
Ask ISAAC turned the archive of verbatims into something the team can question in seconds. The nuances and emerging patterns that used to stay buried now show up in the answer.
See what feedback could do for your team
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