JAX Tyres & Auto boosts sales 22 per cent with award-winning CX transformation

By Sarah Stowe | 23 Nov 2020 View comments

JAX Tyres & Auto customer experience transformation has significantly boosted business. As a result of new measures, the previous best sales performance was surpassed by a massive 22 per cent.

Repeat business also lifted – from 58 per cent to 72 per cent – over the last two years while sales and EBITDA have risen by 20 per cent year on year.

The Net Promoter Score rose by five points as well, from 78 to 83.

The business boost has come about through the auto chain’s customer experience transformation.

JAX identified opportunities to improve, measure and re-measure best practice and performance across the 85+ store network, leveraging customer, employee and franchisee insights.

Engaging franchisees was a crucial part of the process, and to ensure a high franchisee participation, JAX created ambitious customer service goals to show measurable business impact and established a new learning and development capability to help with the rollout to franchisees

An SOS KPI framework was created that measured service excellence and operational effectiveness transforming sales performance.

JAX also employed a holistic CX measurement framework: encompassing Voice of Customer, Voice of Employee and Voice of Franchisee programs.

Steve Grossrieder, CEO and executive director of JAX Tyres & Auto, has led CX initiatives from the frontline, and in partnership with InMoment embedded an experience improvement project across the business.

The customer-focused initiatives even resulted in a double awards win for the franchised chain. Steve Grossrieder was named CX Leader of the Year while the company scooped the Best CX Transformation award.

“It’s incredibly humbling to receive these awards against some of the most trusted and well-known brands in Australia,” Grossrieder said.

“At JAX, our point of differentiation is to create value for our customers. Our focus is providing solutions that help them on their journey with safety and surety. When you have a team that fully believes in providing an excellent customer experience, results follow.”

The successful CX strategy is now set to be replicated globally by JAX’ parent company, Hankook Tire.