This blog originally appeared on the Trustpilot blog, and is reposted here with permission.
Intoxalock guarantees sober driving through the installation and use of ignition interlock devices. These devices calculate breath alcohol levels by integrating a fuel-cell based breathalyzer within a vehicle’s ignition system, testing the breath alcohol concentration (BrAC) of the driver before allowing the vehicle to start.
Intoxalock’s clients include state-mandated and voluntary users of its technology. Their customers all have one quality in common: they’re taking steps to increase their safety and/or that of their loved ones. Intoxalock’s mission is simple: help people live and drive responsibly.
In 2013, Intoxalock found itself going through an identity crisis. Branded at the time as Consumer Safety Technology (CST), the company’s customer call wait times were extended and support resources were stretched thin.The company went through internal growth at the same time as they kicked off a name change and rebranding efforts.
"Intoxalock is focused on delivering amazing service to our customers, especially during what can be a challenging time for our customers. In order for us to get a more authentic assessment from our customers, we needed a neutral and reliable tool like Trustpilot to get genuine feedback. While some of our customers have elected to have an ignition interlock device for one reason or another, most have made a mistake and are now being required to get one installed," explained Jeff Lichtman, Chief Marketing Officer.
"These customers are overwhelmed, confused and in many cases embarrassed. It is a stressful situation and they are worried how they are going to be treated. We find our customers are pleasantly surprised by our approach, whether that is via phone, chat, text or email. We are solely focused on doing whatever we can to help support them and be a trusted partner in getting them back on the road as quickly as possible."
Intoxalock decided to surrender its new brand identity to its customers by asking for a review after each installation. Most companies hesitate to ask each customer for a review, but Intoxalock wanted a true representation of the experience they were providing, not just a few highlights from happy customers. In particular, Intoxalock wanted reviews to help:
- Allow customers to rate and comment on the level of customer service they receive
- Recognize and reward top Customer Service advocates
- Identify customer pain points and improve policies to show that no complaint goes unanswered
Intoxalock knew that a review program provided an opportunity to listen to and resolve its customers’ concerns as quickly as possible. After considering options for collecting and applying customer feedback, Intoxalock selected Trustpilot starting in the fall of 2014.
Using Trustpilot, Intoxalock asks every one of its customers to rate and review their personal experience with the product and the service center. The company also integrated the Trustpilot API on its homepage to highlight its overall TrustScore and display a live feed of customer reviews.
The result: Intoxalock embraces the social customer service opportunity
Intoxalock’s employees are motivated and inspired as a result of receiving real-time feedback about their service and they respond enthusiastically to seeing customers leaving reviews about positive support experiences.
Intoxalock uses Trustpilot to identify and reward top Customer Service advocates by measuring which agents have received the most five-star customer ratings each month. Customer feedback also helps Intoxalock’s product management team improve product and update policies, improving the process of installing an ignition interlock.
"The only way to truly know how you are doing is to have the courage to ask, and then willingness to listen to your customers. We recognize just how important online reviews are in the decision making process. One review – good or bad – can get amplified and have a far greater impact than anything we say about ourselves on do on our own behalf. We are here to serve our current customers, and want to ensure they educate our future customers about everything we are doing to support them on their journey. TrustPilot is a vital report card to assess how we are doing." - Jeff Lichtman, CMO at Intoxalock