Case Study
How Bosch Optimised Customer Experience Through User-Driven Insights
Discover how Bosch utilised real customer insights to refine their online tool, enhance user experience, and strengthen brand loyalty. Through a series of Online In-Depth Interviews (OIDIs), Vocal Views gathered key feedback from tradespeople, enabling Bosch to improve its digital offerings and support professionals more effectively.
of participants found the “Accessories Advisor” tool useful, leading to its enhancement.
of respondents appreciated the tool’s seamless integration, prompting Bosch to highlight it across digital and print channels.
of tradespeople reported that improved product descriptions and recommendations increased their trust in Bosch.
Company
Bosch is a global leader in technology and consumer goods, providing high-quality tools and solutions for professionals across various industries.
Website
Headquarters
Gerlingen, Germany
Industry
Consumer Goods & Technology
Products used
Online In-Depth Interviews (OIDIs)
The Challenge
Bosch aimed to gain a deeper understanding of customer experiences and decision-making factors influencing loyalty to their brand. Key objectives included:
Evaluating the usability and effectiveness of the ‘Accessory Advisor’ tool.
Understanding how tradespeople select tools and accessories for various tasks.
Identifying opportunities to refine Bosch’s digital offerings to better support professional users.
To achieve this, Bosch needed real feedback from industry professionals who rely on high-performance tools for their daily work.
The Approach
Vocal Views conducted Online In-Depth Interviews (OIDIs) with a diverse group of tradespeople, including plumbers, painters, carpenters, and decorators. These professionals manage their own businesses, handling everything from invoicing to tool selection.
Key areas of discussion included:
Tool Selection & Usage: How tradespeople decide which accessories to use for specific tasks.
Digital Tools & Website Navigation: Evaluating the usability of the ‘Accessory Advisor’ tool.
Brand Loyalty Factors: Understanding why professionals choose Bosch over competitors.
Areas for Improvement: Gathering suggestions for enhancing the digital experience.
Participants tested the ‘Accessory Advisor’ tool and provided live feedback, allowing Bosch to make immediate and impactful refinements.
Key Insights and Impact
- Enhanced digital tool usability.
- Strengthened brand loyalty through detailed product insights.
- Increased awareness via strategic promotional efforts.
Key Insights and Impact
1. Refining the ‘Accessory Advisor’ Tool
Bosch implemented user-driven updates to the ‘Accessory Advisor’ tool, improving its functionality with:
Advanced AI-driven search capabilities for more precise recommendations.
Mobile-friendly features to enhance usability across devices.
Task-based recommendations that consider material type, tool type, and desired outcome.
By refining the tool based on real user feedback, Bosch ensured a more intuitive and effective experience for tradespeople.
2. Strengthening Customer Loyalty
Research insights highlighted the need to emphasise tool benefits within the ‘Accessory Advisor.’ Bosch improved the tool by:
Providing clearer explanations of how each accessory enhances performance.
Highlighting key features and advantages to drive confidence in product selection.
Streamlining the recommendation process to reduce decision fatigue for professionals.
These changes helped reinforce Bosch’s reputation as a go-to brand for tradespeople, fostering long-term customer loyalty.
3. Expanding Digital Strategy
Findings from the study prompted Bosch to broaden its marketing and digital engagement strategy by:
Promoting the ‘Accessory Advisor’ more prominently on their website.
Incorporating it into email campaigns to drive awareness and adoption.
Including it in pamphlets and trade materials to reach a wider professional audience.
By making the tool more visible and accessible, Bosch significantly increased its usage and effectiveness
Client Feedback
“Thank you so much for all your support, it was a pleasure working with you! I appreciated that you were always reachable and responded quickly. The interviews were highly insightful, and the respondents matched our criteria perfectly.
I couldn’t believe that almost everyone showed up on time and was fully prepared for the interviews, this is usually the biggest uncertainty with online research. I was more than happy that we were able to conduct all 10 interviews within just three days.
Well done, you and the team did such a great job.” – Bosch Research Team
Results at a Glance
- 60% of Tradespeople found the Accessory Advisor tool more intuitive and effective for selecting the right accessories.
- The improved tool helped users make faster, more informed purchasing decisions.
- Bosch enhanced its digital presence, leading to increased engagement and brand loyalty from 75% of Tradespeople
Conclusion
The Online In-Depth Interviews provided Bosch with critical insights into how tradespeople interact with the ‘Accessory Advisor’ tool and what improvements were needed. By acting on this feedback, Bosch has refined the tool, enhanced user satisfaction, and further solidified its position as a trusted leader in the industry.
Looking forward, Bosch continues to integrate user feedback into its digital offerings, ensuring that tradespeople have the tools and resources they need to work more efficiently and effectively.
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