Automotive Resources International (ARI) is a $785-million-per-year fleet management company with a portfolio of more than 480,000 vehicles in 2,000 leased and managed truck and auto fleets and a workforce of more than 1,000 employees.

Recently, ARI instituted Austin, Texas-based Inquisite online survey technology software to translate customer survey feedback to proactively help improve business practices. How important is customer service to ARI? “Extremely,” says Customer Call Center Supervisor for ARI, Joe DeCosta. “That is our job. We don’t manufacture anything; customer service is our biggest focus.”

With the help of the Inquisite software, ARI has obtained customer insights on issues such as overall fleet management, vehicle performance, driver satisfaction, and auto remarketing. Survey data collected in such areas as expenses, savings, vehicle usage, and recommendations is incorporated into detailed summaries designed to help ARI executives improve overall fleet management.

“The surveys have shown us different areas of the company where we need to put more focus,” said DeCosta. “We also do a master compilation of all of our surveys so we can get a very good feel of our entire customer base. If we need to focus on a few areas, then we can put that attention in that area.”

Easy to Use
Before switching to Inquisite software, ARI employed an inefficient paper system as a way of tracking customer feedback. “We used a paper survey, which was terrible,” said DeCosta. “The overhead involved was very high. We then switched to Inquisite and it really cut our overhead down to almost nothing.”

Inquisite software combines a user-friendly interface along with a comprehensive solution to many Web survey organizational problems. It offers an easy way to design and publish Web forms and surveys and manage data in the collection process. The software can also easily integrate into existing systems.

“With the product, users can drag and drop any type of questions to custom-make a survey that fits their specific needs,” said Inquisite CEO Arturo Coto. “We provide a desktop builder that emulates Microsoft’s PowerPoint program so a non-technical user can actually build the Web forms or surveys. They upload a list, set up people to invite, publish it on the Web, collect information, and then run reports. It also has the capability to e-mail us when a respondent actually submits a survey so we can react to it immediately.”

Customer Satisfaction
The power of the Inquisite software is its ability to anticipate problems. “Closing that feedback loop, and getting back to the customer saying, ‘I heard you and here is what we are doing about it,’ is the best way to engage and advise them to continue to give you input,” said Coto.

By actively listening, ARI remains in touch with customer needs, said DeCosta. With instant feedback, customers feel a level of respect not often found with an automated answering service. “I often speak with customers directly after receiving a survey,” said DeCosta. “I am able to explain everything that happens on our end and address specific concerns. To have a vendor call a customer after getting a survey is huge. It really surprises people.”