Midas Improves Customer Service with the Help of Qualvu
How can video-based qualitative research help you? Just ask Midas…
A recent article “Video-Based Qualitative Steers Midas to Better Customer Service,” written by Joseph Rydholm in Quirk’s Marketing Research Review May 2010: 26-32, highlights the successful partnership between Qualvu and Midas in conducting online qualitative research projects.
Qualvu and Midas partnered in 2009 to gain a better understanding of what customers thought about Midas service shops. With Qualvu’s proprietary online video-based qualitative research solution, Midas can reach out to customers and acquire deep consumer insights straight from their target audience.
Each participant was given a webcam to record and evaluate Midas’ new customer service model as his or her car was tuned or repaired. Franchisees had direct access to these videos and received immediate feedback.
In a traditional focus group, this would have taken hours – even days – to complete because of data inconsistencies and, most importantly, no video platform. However, Qualvu’s video features allow Midas franchisees to view the feed as many times as they would like.
“We connect clients with their truth: Good, bad or indifferent, you will see firsthand the effects of your products or services among your target audience,” said John Williamson, CEO of Qualvu. ”Our platform is designed to put people in their comfort zone, take away all outside influences and let them speak their mind. Our clients appreciate and respect what the consumer has to say and use it to make better business decisions.”
Midas Director of Market Research Gary Rosenfeldt explains how Qualvu’s online video platform not only captured the essence of customer service in Midas shops but also how the video platform helped execute the process in a timely and organized fashion.
“The Qualvu platform is very intuitive and open, not only to me but the franchise organizations, which makes the whole process of research more transparent, more believable, more acceptable,” said Rosenfeldt. “Basically, we are no longer going to be doing traditional focus groups for the most part because the drawbacks are so great” (Rydholm, 2010).
Qualvu and Midas are gearing up to do another project in the coming months, and we look forward to connecting them with their truth again and again.
