Belron picks Speed-Trap customer insight software

Speed-Trap has announced that Belron has deployed its online customer insight software to help the vehicle glass repair-and-replacement company better understand its customers.

The software gathers complete, customer-focused data about Belron's online customers and prospects and uses this data to help it better understand its customers, monitor its business processes and deliver the best customer experience.

Speed-Trap has been deployed across the company's 28 e-commerce business units.

The software enables Belron to proactively refine its website based upon real-time information from visitors.

The system provides them with accurate, customer- and process-focused data that is being used to develop a specialised team dedicated to maximising the site performance and driving business through the online e-commerce channel, and has already provided insight across the business.

Nick Burton, group head of e-business and Belron, said: 'Before bringing Speed-Trap on board, we only had basic information about the way our customers interacted with the site and therefore lacked the level of insight required to truly the customer journey.

'Through the use of Speed-Trap, we now have a clear understanding of the sales process at the individual customer level and can gather real-time information on the entire sales path, from where customers came to the site from, to where they hover and to where they eventually leave.

'This sort of intricate appreciation of the customer's journey ensures that we can start measuring the site further upstream and gives us the capacity to develop a clearer picture of our marketing return on investment,' he added.

Based upon detailed analysis of its current and historic online behaviour and experience, Speed-Trap software enables Belron to make calculated and informed decisions about how customers can be marketed to and budgets spent in the most effective manner.

Burton said: 'As we continue to really interrogate the Speed-Trap system, we get a better understanding of the conversion potential for each of our sub-channels and therefore make any necessary changes to drive sales through providing a more relevant experience for the site visitor.

'It's not just a simple matter of reporting.

'Instead, Speed-Trap will enable us to identify at a business unit level where our key focus should be and where we need to change our business strategy to best reach our customers with targeted marketing and advertising campaigns,' he added.

Malcolm Duckett, vice-president operations at Speed-Trap, said: 'Because of Belron's decision to use our customer insight system to help drive its ongoing business strategy, it was essential that we could prove 100 per cent data accuracy.

'To do this, we matched the data produced by our software against the data from Belron's back-end systems and in doing so we were able to demonstrate a 100 per cent concurrence,' he added.

Burton said: 'In the future, we aim to form a team dedicated to utilising the real-time data aspects of the Speed-Trap system in order to identify the ways in which we can enhance our website and make it more customer-friendly.

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