When No. 3 finds an edge
A European-wide automotive fuel card operator found the edge through an innovative on-line fuel-card account management system, but nearly didn’t.
A major player in the European fuel card sector was struggling to attract and retain users of its new on-line system in three key markets: UK, Germany and Spain. Management needed to quickly discover and resolve the root causes before a planned global launch began. With high stakes and a challenging deadline, management turned to Focus Solutions for assistance.
Our approach was to complete qualitative face-to-face interviews with system users in the three countries to fully understand the primary issues, cause and effect relationships, and perceived user value. This was supplemented with analysis of competitor systems and in-depth interviews with industry knowledge-holders on the future role of card management systems. To ensure our findings and hypothesis were valid, we completed quantitative telephone interviews with a further 250 users.
Our insight lead to material changes in system functionality, content and the user experience that resolved user issues and, importantly created meaningful points of difference with existing competitor systems such that the system was widely perceived as best-in-class. It became a material reason for choosing the company’s fuel card. Customer usage rates jumped from 56% to 94% within 12 months.
