Customer surveys
Customer survey « end user »
In December 2010, Mediamobile entrusted LA VOIX DU CLIENT (a marketing research firm) to conduct a customer satisfaction survey among users of V-Trafic and users of Via Michelin’s competing solution.
The aims :
- Take stock of use by holders of traffic information solutions
- Measure the level of user satisfaction and identify barriers to non-use
- Compare the value perceived by motorists equipped with V-Trafic with those equipped with the competing solution Via Michelin
- Recommend areas of improvement.
605 interviews were conducted with customers of V-Trafic services or a competing solution. The approach was welcomed by respondents; the refusal rate on the basis of those contacted was a mere 2%.
Travel habits :
54% of respondents have owned their vehicles for less than 2 years. The distribution of annual mileage is relatively homogeneous: 29% of respondents drive less than 20,000 km, 32% from 15 000 to 19 999 km and 35% drive more than 20 000 km. Only 17% of respondents often encounter traffic problems, 39% occasionally and 44% rarely or never.
No matter the brand of vehicle, traffic patterns depending on the type of roads were the same:
- Daily or weekly travel in the city
- Country roads and highways are used at variable frequencies.
User frequency of traffic information :
The majority of motorists use traffic information from time to time for some journeys. The need for traffic information is much more pronounced on the main roads, either exclusively or for mixed trips highway / city.
Motorists first look for information on traffic jams, then roadworks and accidents.
Expectations vis-à-vis V-Trafic and the competition :
Existing traffic information appeals to motorists as is. Users of the V-Trafic are mainly nomads and to a lesser extent urban dwellers. They are found in a minority within the group of rural sedentary but these are not the” biggest drivers "or the biggest users of the service.
User satisfaction :
A very good overall level of satisfaction vis-à-vis traffic information has been noted, and the level of dissatisfaction is almost nonexistent. The high level of user satisfaction vis-à-vis traffic information explains the lack of suggestions for improvement and the result is the traffic information service is suitable for all users.
Users of V-Trafic are much more "attached" to our service rather than competing solutions.
Commitment to service and development :
Service upgrades of V-Trafic are emphasized by the owners of various vehicle brands. If the owners of the competing solution are not impervious to traffic information, 82% said they are somewhat tied.
The study concludes that V-Trafic has a real competitive advantage in particular on the display speed and easy use of the service.
