How Polestar measures the customer experience

In this episode of Datadrivet, Joni Lindgren and Jasmin Yaya talk with Fredrik Sterner Cederlof. He is Head of Global Customer Insight and Analytics at Polestar. He describes how the Swedish electric carmaker works systematically to improve the customer experience.

He has worked in digital development since 2000, the last decade in analytics and building teams. He also teaches data storytelling, CX measurement and statistics at Berghs, Hyper Island and IHM.

His team maps the complete customer journey: first interest, test drives, purchase, using the car, and a possible return. Along that journey they collect qualitative and quantitative data and turn it into insight teams can act on. The data comes from retail and service centres, and from roughly 45 digital touchpoints such as apps and websites.

Customer satisfaction is the main objective at Polestar, because satisfaction drives sales. Fredrik says this is the first company in his career where customer satisfaction is the main goal.

The team measures Net Promoter Score at several touchpoints. One NPS covers the shop experience and another covers owning the car. Customer Effort Score gauges how much effort an action takes, such as booking a test drive.

Customer comments go straight into Slack. Product teams see them immediately and can respond quickly and with empathy.

Listen to the full episode of Datadrivet for Fredrik’s account of how Polestar runs this.